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유명인 SNS 구전에 대한 소비자 수용 의향: 유명인에 대한 애착의 매개 효과를 중심으로

Consumer's Intention to Accept the Word of Mouth Information in Celebrity SNS: Focused on the Mediating Effect of Attachment to Celebrities

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한국전략마케팅학회 (Korean Strategic Marketing Association)|2019.04|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제27권 제1호|pp. 31-49|DOI http://dx.doi.org/10.22736/jms.27.1.03

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참고문헌

키워드

자율성SNSAutonomy효능감애착CompetenceRelationship관계성Attachment유명인Celebrity구전수용의향Intention to Accept Word of Mouth

초록

소비자들이 특정 기업과 브랜드에 대한 자신의 소비 경험을 SNS를 통해서 올리는 경우가 증가하고 있는데, 이들 중에는 유명인들도 포함된다. 본 연구는 이러한 유명인의 행위가 마케팅적으로 어떠한 영향력을 가지는지, 또 시장에 미치는 마케팅 영향력을 극대화하기 위해서 유명인은 SNS에서 어떠한 활동을 해야 하는지를 알아보고자 시행되었다. 본 연구는 소비자들이 더 큰 애착을 느끼는 유명인의 구전을 더 잘 수용하려고 한다는 것을 가정하였고, 팬들은 자신에게 자율성, 관계성, 유능감을 느끼게 해주는 유명인에 대해 더 큰 애착을 가질 것이라는 것을 가정하고 이를 검증하였다. 본 연구는 제품군의 영향력을 통제하기 위해 FCB GRID에 따라 4 종류의 제품군을 가지고, 실제로 자신이 SNS를 통해서 유명인을 팔로우하고 있는 191명의 대학생들에게 설문을 시행하였다. 실증결과는 본 연구에서 제안한 가설을 모두 지지하는 것으로 나타났다. 연구 결과, 유명인이 자신의 SNS를 통해 팬들에게 자율성, 관계성, 유능감을 경험하게 해주면 팬들은 해당 유명인에 대해 큰 애착을 가지게 되고, 이러한 애착을 가진 팬들은 유명인의 구전을 더욱 더 적극적으로 수용하려고 한다는 것을 알 수 있었다. 연구의 맨 마지막에서 본 연구의 함의와 한계점, 그리고 향후 연구 계획을 다루었다.

Abstract

Celebrities are the most influential people in contemporary society, and their posts on SNS are often of great social influence. Celebrities often use their product experience on SNS just like any other consumer. The purpose of this study is to investigate the effect of celebrity 's behavior on marketing and to investigate what kind of activities should be performed in celebrity to maximize marketing influence on the market. This study assumes that consumers are willing to accept more WOM of celebrities who feel more attachment and that they will have a greater attachment to celebrities who make them feel autonomy, relationship, and competence. This study asked four products according to the FCB GRID to control the influence of the product types. And asked the questionnaire to 191 college students who follow celebrities in SNS. The results showed that all the hypotheses proposed in this study were supported. As a result of the research, it is shown that when celebrities make them experience autonomy, relationship and competence through their social networking, their fans will have a big attachment for the celebrities, and the fans with these attachments will be more receptive to celebrities' . At the end of the study, limitations and future research plans were discussed.

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