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SNS를 통한 온라인 구전 효과의 통합 모형에 관한 연구

Title
SNS를 통한 온라인 구전 효과의 통합 모형에 관한 연구
Other Titles
A study on the integrated model of eWOM effects through social network service
Author
박탄우
Alternative Author(s)
Park, Tan Woo
Advisor(s)
이경렬
Issue Date
2014-02
Publisher
한양대학교
Degree
Master
Abstract
본 연구는 SNS를 통한 온라인 구전효과의 통합 모형을 제시하고 이를 실증적으로 검증하고자 하였다. 연구결과는 다음과 같다.첫째, SNS 발신자 특성으로 제시한 유대강도, 동질성은 SNS 구전 정보의 신뢰성에 유의미한 정(+)의 영향을 미치는 것으로 나타났으며, 전문성은 SNS 구전정보의 신뢰성과 유용성에 각각 유의미한 정(+)의 영향을 미치는 것으로 나타났다. 둘째, SNS 수신자 특성으로 제시한 SNS 구전 정보 의존성은 SNS 구전 정보의 신뢰성에 유의미한 정(+)의 영향을 미치는 것으로 나타났으며, SNS 구전 정보 이용경험은 SNS 구전정보의 신뢰성과 유용성에 각각 유의미한 정(+)의 영향을 미치는 것으로 나타났다. 셋째, SNS 구전 정보 특성으로 제시한 동의성, 중립성은 SNS 구전 정보의 신뢰성에 유의미한 정(+)의 영향을 미치는 것으로 나타났으며, 생생함은 SNS 구전 정보의 유용성에만 유의미한 정(+)의 영향을 미치는 것으로 나타났다. 넷째, SNS 구전 정보의 신뢰성은 SNS 구전 정보의 유용성에 유의미한 정(+)의 영향을 미치는 것으로 나타났다. 다섯째, SNS 구전 정보의 신뢰성과 유용성은 각각 구전수용, 구전확산, 구매영향력에 유의미한 정(+)의 영향을 미치는 것으로 나타났다. 여섯 번째, 구전수용은 구전확산과 구매영향력에 유의미한 정(+)의 영향을 미치는 것으로 나타났다. 본 연구는 현재 학계와 산업계에서 주목을 받고 있는 SNS를 통한 온라인 구전의 중요성을 인식하고, SNS를 통한 온라인 구전효과의 통합모형을 제시 이를 실증적으로 검증하였다. 따라서 본 연구결과를 통해 SNS상에서 소비자들의 구전활동을 이해하는데 도움을 줄 수 있을 것이다. 또한 SNS상의 온라인 구전을 다룬 초기 연구로서 향후 연구에 기초 자료로 활용될 수 있을 것이다. 실무적 차원에서는 버즈마케팅(buzz marketing)과 리뷰슈머(reviewsumer)를 활용한 마케팅과 같이 각 기업들이 소비자들의 자발적 입소문을 활용한 마케팅 전략을 개발하고 실행하는데 있어 가이드를 제시해줄 수 있을 것으로 기대된다.|The purpose of this study is to suggest an integrated model of eWOM effects through SNS and test it. This study proposes SNS sender characteristics(tie strength, homophily, expertise), SNS receiver characteristics(instrumentality on eWOM information in SNS, usage experience of eWOM in SNS), characteristic of eWOM information in SNS(consensus, vividness, and neutrality), credibility of eWOM information in SNS, and usefulness of eWOM information in SNS as variables which affect effect of eWOM in SNS. To test this integrated model, the researcher collected data by convenience sampling, and conducted a survey of 20’s who uses SNS and has had experiences in the eWOM information of any products and services in one month. Total 306 were used in this study. The results are as follows. First, tie strength, and homophily of the sender characteristics in SNS has a significant positive effect on the credibility of eWOM information in SNS. expertise has a significant positive effect on the credibility of eWOM information in SNS and the usefulness of eWOM information in SNS both. Second, instrumentality on eWOM information in SNS has a significant positive effect on the credibility of eWOM information in SNS, and the usage experience of eWOM in SNS has has a significant positive effect on the credibility of eWOM information in SNS and the usefulness of eWOM information in SNS both. Third, consensus and neutrality have a significant positive effect on the credibility of eWOM information in SNS, and vividness has a significant positive effect on the usefulness of eWOM information in SNS. Fourth, the credibility of eWOM information in SNS has a significant positive effect on the usefulness of eWOM information in SNS. Fifth, credibility of eWOM information in SNS and usefulness of eWOM information in SNS both have a significant positive effect on acceptance of eWOM information in SNS, diffusion of eWOM information in SNS, and purchasing influence. Sixth, the acceptance of eWOM information in SNS has a significant positive effect on diffusion of eWOM information in SNS, and Purchasing influence. This study is relevant to recognize importance of eWOM in SNS and investigate empirically. Further, this study has theoretical implication to suggest an integrated model that variables are considered together. Lastly, the results would be a practical guideline to develop and practice a marketing strategy using the Buzz marketing as well as reviewsumer.
The purpose of this study is to suggest an integrated model of eWOM effects through SNS and test it. This study proposes SNS sender characteristics(tie strength, homophily, expertise), SNS receiver characteristics(instrumentality on eWOM information in SNS, usage experience of eWOM in SNS), characteristic of eWOM information in SNS(consensus, vividness, and neutrality), credibility of eWOM information in SNS, and usefulness of eWOM information in SNS as variables which affect effect of eWOM in SNS. To test this integrated model, the researcher collected data by convenience sampling, and conducted a survey of 20’s who uses SNS and has had experiences in the eWOM information of any products and services in one month. Total 306 were used in this study. The results are as follows. First, tie strength, and homophily of the sender characteristics in SNS has a significant positive effect on the credibility of eWOM information in SNS. expertise has a significant positive effect on the credibility of eWOM information in SNS and the usefulness of eWOM information in SNS both. Second, instrumentality on eWOM information in SNS has a significant positive effect on the credibility of eWOM information in SNS, and the usage experience of eWOM in SNS has has a significant positive effect on the credibility of eWOM information in SNS and the usefulness of eWOM information in SNS both. Third, consensus and neutrality have a significant positive effect on the credibility of eWOM information in SNS, and vividness has a significant positive effect on the usefulness of eWOM information in SNS. Fourth, the credibility of eWOM information in SNS has a significant positive effect on the usefulness of eWOM information in SNS. Fifth, credibility of eWOM information in SNS and usefulness of eWOM information in SNS both have a significant positive effect on acceptance of eWOM information in SNS, diffusion of eWOM information in SNS, and purchasing influence. Sixth, the acceptance of eWOM information in SNS has a significant positive effect on diffusion of eWOM information in SNS, and Purchasing influence. This study is relevant to recognize importance of eWOM in SNS and investigate empirically. Further, this study has theoretical implication to suggest an integrated model that variables are considered together. Lastly, the results would be a practical guideline to develop and practice a marketing strategy using the Buzz marketing as well as reviewsumer.
URI
http://dcollection.hanyang.ac.kr/jsp/common/DcLoOrgPer.jsp?sItemId=000000075577http://repository.hanyang.ac.kr/handle/20.500.11754/131465
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GRADUATE SCHOOL[S](대학원) > ADVERTISING & PUBLIC RELATIONS(광고홍보학과) > Theses (Master)
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