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기업 이미지가 중국 소비자의 구전에 미치는 영향 : 해외시장 진출을 위한 중소기업의 창업 역량의 모색

The Influence of Corporate Image on Word of Mouth Communication among Chinese Consumers

방용태
한국창업학회|2014.09|한국창업학회지 (Journal of the Korean Entrepreneurship Socieity)|제9권 제3호|pp. 229-253|DOI 10.24878/tkes.2014.9.3.229

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키워드

RecommendationCorporate ImageWord of MouthMarketing CommunicationChinese Consumer Behavior

초록

This study empirically tested a proposed model that delineates the responsive, leading, innovative, and social image of a company as key precursors of word-of-mouth (WOM) among Chinese consumers. Regression analysis for the four dimensions of corporate image on WOM spread among consumers showed the following findings; first, all dimensions of corporate image turned out to have an impact on WOM communication, except for the dimension of leading corporate image on WOM measured by “recommending to others.” Second, of the four dimensions of corporate image, responsive corporate image showed to exert the highest impact on WOM communication. The findings of this study suggest that, to create an environment that encourages the development and spread of positive WOM, companies trying to capture the minds of Chinese consumers need to cultivate a satisfactory relationship with their customers and to obtain a favorable image from them. To this end, managers must consciously and consistently define their organizations through all types of interaction and communication with consumers.

Abstract

This study empirically tested a proposed model that delineates the responsive, leading, innovative, and social image of a company as key precursors of word-of-mouth (WOM) among Chinese consumers. Regression analysis for the four dimensions of corporate image on WOM spread among consumers showed the following findings; first, all dimensions of corporate image turned out to have an impact on WOM communication, except for the dimension of leading corporate image on WOM measured by “recommending to others.” Second, of the four dimensions of corporate image, responsive corporate image showed to exert the highest impact on WOM communication. The findings of this study suggest that, to create an environment that encourages the development and spread of positive WOM, companies trying to capture the minds of Chinese consumers need to cultivate a satisfactory relationship with their customers and to obtain a favorable image from them. To this end, managers must consciously and consistently define their organizations through all types of interaction and communication with consumers.

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