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소비자 특성, 한국브랜드에 대한 인지도, 패션제품 만족도가 구전경험과 구전행동에 미치는 영향 -재한 중국유학생들을 중심으로-
The Effects of Consumer Characteristics, Awareness of Korean Fashion Brands, and Satisfaction with Korean Fashion Products on Word of Mouth (WOM) Experiences and Behavior -Focusing on Chinese Students in Korea- 원문보기

한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.38 no.2, 2014년, pp.216 - 230  

김소람 (인하대학교 국제통상학과) ,  조수경 (인하대학교 의류디자인학과) ,  고염 (인하대학교 의류학과) ,  이현화 (인하대학교 의류디자인학과)

Abstract ▼ AI-Helper 아이콘AI-Helper

The importance of the Chinese fashion market is increasing; therefore, this study investigates the possibility of implementing a Word-of-Mouth (WOM) marketing strategy among Chinese students in Korea. This study examines the effects of consumer characteristics (similarity, opinion leadership, and fa...

주제어

#재한 중국유학생   #소비자 특성   #한국브랜드에 대한 인식   #구전경험정도   #구전행동  

질의응답

핵심어 질문 논문에서 추출한 답변
중국시장에 진출하고 있는 의류업계는? 현재 많은 업체들이 중국시장에 진출하고 있으며, 의류업계에서는 이랜드와 제일모직, 코오롱, LG패션, SK 등이 중국시장에 앞 다투어 진출하고 있으며, 중국시장 진출 확대를 위해 노력하고 있다(Jeong, 2012).
구전 커뮤니케이션이란? Whyte(1954)이 구전(Word of Mouth)이라는 용어를 처음 제시한 이후 많은 선행연구들이 구전 커뮤니케이션에 대해 정의를 내리며 구전에 대한 다양한 주제로 연구를 진행하였다. 구전 커뮤니케이션은 개인이 자신의 이익과 상관없이 특정 제품, 브랜드, 서비스 등에 대해 자신의 직 · 간접적인 경험을 통해 획득한 긍정적 또는 부정적 정보나 의견을 비공식적으로 의사소통하는 행위(Jung et al., 2002; Jung et al.
한국기업 중에 재한 중국유학생들을 자사의 전략에 맞게 활용하여 구전마케팅을 펼치는 사례는 무엇이 있나? 한국기업 중에 재한 중국유학생들을 자사의 전략에 맞게 활용하여 구전마케팅을 펼치는 사례가 늘어나고 있다. 예를 들어, 2012년에 한국 미스터피자는 중국유학생 들에게 중국매장의 관리와 가맹점의 모집 등과 같은 업무를 맡기고 중국 현지 시장 상황에 맞는 마케팅 방법을 모색하고 있다. 미스터피자가 중국유학생을 채용하였다는 소문이 유학생 사이에 큰 화제가 되었으며, 중국유학생들은 미스터피자가 본격적으로 중국시장에 진출하는데 소식을 전달하는 “구전마케팅 요원”이 되었다(Jeon, 2012). 또한, 한국관광공사(Lee, 2013)와 지방관광공사(D. G. Kim, 2013; S. S. Kim, 2013)는 재한 중국유학생을 통한 여행지 취재, 축제탐방 등의 정보를 수집하여 중국판 트위터인 시나웨이보(新浪微博)를 활용하여 한국관광의 홍보에 성공적인 효과를 가져왔다(D. G. Kim, 2013; S. S. Kim, 2013; Lee, 2013). 패션 업계도 중국유학생들을 통해 구전마케팅을 펼치고 있다. 신세계백화점과 현대백화점은 재한 중국유학생을 대상으로 ‘외국인 SNS 기자단’을 설립하여 중국어판 페이스북(facebook)을 운영하였다. 이는 재한 중국유학생들이 백화점 쇼핑 정보와 공연 등과 같은 체험후기에 대해 중국어로 작성하여 SNS에 올리는 방법이다. 재한 중국유학생을 활용하는 홍보수단이 중국 현지 소비자에게 신뢰감과 친숙감을 줄 수 있기 때문에 브랜드나 관광지에 대한 긍정적 이미지 구축에 도움이 되고 그에 따른 홍보효과를 얻을 수 있을 것으로 본다(Hong, 2012; Lee, 2012).
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