[논문]국내기업의 SNS 마케팅 특성이 관계몰입에 미치는 영향에 관한 연구

임기흥

doi:10.14400/jdpm.2013.11.10.341

문제 정의

At present, twitter may be divided into two big categories: personal twitter operated by private people and enterprise twitter operated by businesses. In this study, we make research on the influence of features of SNS service marketing in domestic enterprises on relationship commitment and on which route this relationship commitment affects on-line word-of mouth intention. And also, we intend to study on the adjustment effect of the frequency of twitter use when the features of SNS service marketing in domestic enterprises give effect on relationship commitment.
Service users' loyalty or commitment to the state and frequency of use are closely related to the online brand community members in the study of the relationship of the members becoming such a strong relationship will have a soft spot for the community [22], based on these attachment increase the number of connections to the community, and often will participate in communication activities [ 21 ]. On the basis of previous studies loyal to the online community If you visit frequently , and thus to conclude that the formation of commitment SNS service company characteristics affect immersion control of the frequency of use is to research about the effects .
This study aims at considering the characteristics of micro-blog service and exploring the possibility of advancement. We plan to conduct the study based on twitter that takes a function of micro-blog.
This study aims at presenting the effect of features of SNS service marketing in domestic enterprises on the on-line word-of-mouth intention through relationship formation path and verifying the adjustment effect of frequency of use by identifying the effect of features of enterprise SNS service marketing on the relationship commitment. The research model established base on existing literature research is as following [Fig.

가설 설정

We verified hypotheses about the influence of features of SNS service and relationship commitment on word-of-mouth intention. The result was presented in [Table 5].

제안 방법

) despite that we could, and we have not studied on the characteristics of samples per company and product that are spread in diversity. And also, the study was conducted, limiting the features of the SNS service marketing only to two of the interactivity and information provision. So it may be pointed out as a limitation of this study that the features could not be sub-divided more in detail.
And when RMR and RMSEA are suggested to be proper when it is in between 0.05∼0.08.[1],[2] We made regression analysis to verify the hypotheses about features of enterprise SNS service and relationship.
Jones et al [13] in the study of word-of-mouth and purchase commitment also has an impact on the conclusions of following. Based on these previous studies, this study is defined as the relationship commitment and SNS service features two affective commitment and calculative commitment to study what impact the outcome variable affective commitment and calculative commitment to the way of online word-of-mouth conducted a study to try to select.
The purpose of this study starts with the necessity of multilateral empirical studies on micro-blog service in the integrated marketing communication point of view, getting out of the simple view of technological determinism that technical advancement created a SNS service marketing called micro-blog, and thereby, the way of communication between people has changed. Therefore, we first classified the features of SNS service marketing in domestic enterprises into two fields of interactivity and information provision, conducted study on the relation between the features of enterprise SNS service about the influence of the features of enterprise SNS service on the two levels of relationship commitment, emotional commitment and calculative commitment, and also made verification whether the features of SNS service marketing in domestic enterprises gave more influence on the on-line word-of-mouth intention, going through or without going through commitment.
Thus, this paper divided the features of SNS service marketing in domestic enterprises into two levels and have produced following study result through empirical study about the influence on the level of consumer’s commitment and word-of-mouth intention.
To verify the feasibility of the measuring items, exploratory factorial analysis and credibility analysis were conducted.
To verify the hypotheses if this paper, we established a structural equation model and conducted path analysis for the relations between the constituent concepts(Fig. 2).

대상 데이터

In this study, we collected data through questionnaire responses among those who are using twitter. Among 300 copies of questionnaire sheet, 289 copies were used for this study, excluding 11 copies that were filled in incompletely. The demographic characteristics of the respondents were 158 male (54.

성능/효과

And also, as a result of verifying adjustment effect of frequency of use when interactivity gave influence on the emotional commitment(R²=.455→.641, p=.000), adjustment effect of frequency of use existed and, as β value was a positive integer, it could be said that the group of more frequent use(β=.523, p=.000) gave more positive effect.
[1],[2] We made regression analysis to verify the hypotheses about features of enterprise SNS service and relationship. As a result of studying the effects of interactivity and information provision on the emotional commitment, the model as [Table 3] was suitable (F=44.689, p=.000), and interactivity was statistically significant for emotional commitment than information provision. As a result of comparing standardized coefficients(β) for effect difference between the significant variables, it was found that the influence of interactivity(β=.
As a result of verifying the mediator effect of relationship commitment and adjustment effect of frequency of twitter use when features of SNS service affected word-of-mouth intention, information provision affected calculative commitment significantly, interactivity affected emotional commitment significantly, and the higher the frequency of twitter use was, the bigger the effect was, when features of SNS service affected relationship commitment, And also, when features of SNS service affected on-line word-of-mouth intention, it had bigger influence with the medium of relationship commitment, and information provision gave more influence on on-line word-of-mouth intention than interactivity. The result of verifying hypotheses was presented in [Table 7].
Secondly, we intend to study on the adjustment effect of the frequency of twitter use when these features of SNS service marketing in domestic enterprises affect relationship commitment. Third, assuming that the features of SNS service marketing in domestic enterprises affect on-line word-of-mouth intention, we aim at identifying which effect give the most influence on it.

후속연구

Finally, we have excluded other SNS than twitter in the study. As we have conducted the study only based on twitter, despite there are other SNS　services of enterprises such as Facebook and other services using various applications, for communication with customers, additional study on other SNS　services is necessary in the future. If the study on other SNS services are made, it may be used in developing various communication channels by companies and will give useful strategic implications to be used for marketing.
Secondly, frequency of twitter use was used as a moderating variable to verify the adjustment effect of features of SNS service marketing in domestic enterprises and relationship commitment. But, it is necessary that various moderating variables, which may affect the relation between features of SNS service marketing in domestic enterprises and relationship commitment, should be additionally considered. If the variables such as royalty, which can form commitment, or consumer participation level, in addition to frequency of use, are verified, it may constitute a useful guide in explaining the relationship commitment in SNS service marketing.

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구성항목	기본정보 상세정보 관리번호, 논문명, 저널/프로시딩명, 저자 , 발행년, 권, 호, 시작페이지, 끝페이지, 발행기관 관리번호, 논문명, 대등논문명, 저자 , 저널/프로시딩명, 발행기관, 발행년, 발행언어, 권, 호, 시작페이지, 끝페이지, ISBN, ISSN, 주제분야, 키워드, 초록(한글), 초록(영문), 저자(소속기관)
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국내기업의 SNS 마케팅 특성이 관계몰입에 미치는 영향에 관한 연구
A Study on the Influence of Relation Commitment of SNS Marketing Features in Domestic Enterprise 원문보기

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국내기업의 SNS 마케팅 특성이 관계몰입에 미치는 영향에 관한 연구 A Study on the Influence of Relation Commitment of SNS Marketing Features in Domestic Enterprise 원문보기

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국내기업의 SNS 마케팅 특성이 관계몰입에 미치는 영향에 관한 연구
A Study on the Influence of Relation Commitment of SNS Marketing Features in Domestic Enterprise 원문보기

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