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중국 모바일 SNS에서 관시 신뢰가 온라인 구전에 미치는 영향에 관한 연구 -모바일 SNS 사용특성의 매개효과를 중심으로-

A Study on the Effect of Circle Trust on Online WOM in Chinese Mobile SNS -Focusing on Mediating Effect of the Operational Performance-

김민지|진홍
한국상업경영학회 (The Korean Academy of Business Management)|2015.06|상업경영연구 (Korean Journal of Business & Management)|제29권 제3호|pp. 85-102|DOI 10.34274/krabe.2015.29.3.004

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참고문헌

키워드

상호작용정보공유온라인 구전Information SharingMobile SNSCircle관시모바일 SNSPersonal InteractionOnline Word-of-Mouth
주제분류경영학

초록

본 연구는 중국 모바일 SNS에 초점을 맞춰 중국 관시(Circle)신뢰와 모바일 SNS 사용특성 및온라인 구전(Online WOM)과의 관계에 대해 검증하고자 한다. 이를 통해 관시 신뢰가 모바일 SNS 사용특성에 어떻게 영향을 미치는가를 파악하고, 온라인 구전에 어떠한 영향을 미치는가를 분석하였다. 중국 모바일 SNS를 사용하고 있는 소비자를 대상으로 실증분석을 실시한 결과, 관시 신뢰는SNS 정보공유, 상호작용, 온라인 구전을 강화시켰으며, SNS 정보공유, 상호작용은 온라인 구전에긍정적인 영향을 미치는 것으로 밝혀졌다.

Abstract

This study is focusing on Mobile SNS in China, and it tries to understand how circle trust influence the operational performance of Mobile SNS and the online Word-of-mouth. For this empirical study surveying the author selected samples of Chinese customers who are still using Mobile SNS. As the result, the circle trust has positive effects on the online WOM. The circle trust has positive effects on the level of operational performance of Mobile SNS like Information Sharing and Personal Interaction. In addition, the dimension of operational performance of Mobile SNS like Information Sharing and Personal Interaction has positive effects on the online WOM.

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