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유명인 SNS에 대한 소비자 구전 수용 의향에 관한 연구

The Effect of Professional Performance on the Celebrity’s SNS WOM Accept Intention

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한국전략마케팅학회 (Korean Strategic Marketing Association)|2018.06|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제26권 제2호|pp. 1-17

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참고문헌

키워드

전문성Expertise구전매력성Attractiveness정직성TrustworthinessWord-of-Mouth구전수용의향유명인 분야 성과유명인 SNSCelebrity’s Professional PerformanceWOM Accept IntentionCelebrity’s SNS

초록

본 연구는 SNS를 통해 팔로우하고 있는 유명인의 활동분야 성과가 소비자들의 구전수용의향에 미치는 영향을 살펴보았다. 구전 발신자의 활동 분야 성과가 정보원천 신뢰성의 세차원인 전문성, 정직성, 매력성 각각에 미치는 영향을 살펴보았고, 또 세 차원이 구전 수용의향에 미치는 영향을 각각 살펴보았다. 구전 수용의향에 큰 영향을 미치는 것으로 알려진 제품 특성에 의한 편향을 막기 위해서 FCB GRID에 따라 제품군은 통제되었으며, 응답자들은 자신의 SNS에 팔로우된 연예인이 구전한 내용이라는 가정 하에 답하였다. 설정된 가설들 중에서 활동분야 성과가 매력성에 정의 영향을 미칠 것이라는 가설은 채택되지 못하였으나, 나머지 가설들은 모두 수용되었다. 매력성의 다차원성이 고려되지 않고 신체 매력성을 중심으로 한 척도를 사용한 것이 가설 기각의 원인이라고 추론된다. 본 연구는 Web 2.0시대의 마케팅 패러다임의 변화 즉, 마케팅 주체의 변화를 설명하고자 하였다. 구전에 관한 대부분의 연구들이 소비자들 사이에서 자연 발생되는 구전 현상에 기업이 자사에 유리하도록 개입할 방법을 찾는 연구임에 비해, 본 연구는 유명인들이 마케팅 주체로서 어떻게 소비자들에게 영향력을 행사할 것인지를 다루고 있다는 점에서 기존 연구와 차별화된다.

Abstract

The Purpose of this study was to explore the effects of celebrity's professional performance on word-of-mouth accept intention of the university students who follow celebrities in their SNS. The effects of celebrities' professional performance on expertise, trustworthiness and attractiveness which the three dimensions of source credibility model were tested and the effects of these three dimension on word-of-mouth accept intention were also verified. The product effects on word of mouth accept intention was controlled according to FCB GRID and the respondents were told to answer to the questionnaire assuming the message was made by the celebrities who followed by them in SNS. Among the proposed hypotheses, the hypothesis that the professional performance have an impact on attractiveness was not adopted, but all the other hypotheses were accepted. It is assumed that it is rejected because in this study the scale based on physical attractiveness was used not considering the multidimensional nature of attractiveness. This paper has implication that this study explains the change of marketing paradigm in the age of Web 2.0, that is, the change of marketing subject. This study was conducted to investigate how celebrities can influence consumers as a subject of marketing, which is different from previous researches which focusing on the searching for ways to affect the word of mouth phenomena that are occurred naturally among consumers.

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