집단 간 구전효과에 관한 탐색적 연구
Exploring the Effect of Intergroup WOM
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초록
기존 연구들은 개인으로서의 소비자가 구전에 어떻게 영향을 받는지를 확인하는 연구를 주로 수행해 왔다. 그런데 소비자는 개인으로만 존재하는 것이 아니며, 집단의 구성원으로 구전을 수용하기도 한다. 본 연구는 소비자가 집단에 소속된 것으로 인식할 때 발생하는 구전 영향력을 집단 간 구전효과라 명명하고, 기존 구전효과와 어떻게 다른지에 대해 탐색하였다. 집단 간 구전효과를 설명하기 위해 본 연구는 심리학 분야에서 연구되어 온 사회 정체성 이론(social identity theory)을 적용하여 집단에 대한 긍정적 구전과 부정적 구전의 영향력이 어떻게 달라질 수 있는지를 이해하였다. 설정한 가설을 검증하기 위해 본 연구는 실험법을 통한 실증을 수행했다. 연구결과, 집단 간 구전은 일반적인 구전과 비교할 때 부정적 구전의 영향력은 감소하고, 긍정적 구전의 영향력은 커지는 것으로 확인되었다. 추가적으로 정체성 융합 수준에 의해 집단 간 구전효과가 달라질 수 있다는 것을 확인하였다. 구체적으로 정체성 융합 수준이 높은 집단의 경우 긍정적 구전의 영향력은 더 커지며, 반대로 부정적 구전의 영향력은 더 감소하였다. 마지막으로 연구 결과를 토대로 본 연구가 제공하는 학문적 시사점과 실무적 의의 등을 제안하였다.
Abstract
Previous research have mainly conducted research to determine how consumers as individuals are influenced by word-of-mouth. However, consumers do not exist only as individuals; they are also members of a group and are influenced by word-of-mouth. This study named the word-of-mouth influence that occurs when consumers perceive themselves as belonging to a group as the intergroup word-of-mouth effect, and explored how it differs from the word-of-mouth effect revealed in existing studies. To explain the effect of intergroup word-of-mouth, this study applied social identity theory, which has been studied in the field of psychology, to understand how the influence of positive and negative word-of-mouth can vary. To verify the established hypotheses, this study conducted experimental studies. As a result of the studies, it was confirmed that compared to general word-of-mouth, the influence of negative intergroup word-of-mouth decreases and the influence of positive word-of-mouth increases. Additionally, it was confirmed that the intergroup word-of-mouth effect can vary depending on the level of identity fusion. Specifically, in groups with a high level of identity fusion, the influence of positive intergroup word-of-mouth increased, and conversely, the influence of negative intergroup word-of-mouth decreased further. Finally, based on the research results, the academic and practical implications were proposed.
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