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바이럴 마케팅의 온라인 몰 구매후기와 파워 블로그 자기제시가 매개변인 구전효과와 의류구매행동에 미치는 영향

Effect of viral marketing in on-line mall review and power blog self-presentation on mediator variable word of mouth and apparel purchase behavior

The Research Journal of the Costume Culture = 복식문화연구 v.24 no.5 , 2016년, pp.600 - 616  
신상무 (숭실대학교 유기신소재.파이버공학과 ) ;  황인아 ( 숭실대학교 유기신소재.파이버공학과 ) ;  민주영 ( 숭실대학교 유기신소재.파이버공학과)
Abstract

The purpose of this study was to investigate the effects of power blog self-presentation and on-line shopping mall reviews on the word of mouth (WOM) effect and apparel purchasing behavior. Consumers living in Seoul and Gyeonggi received questionnaires. There were 303 usable forms that could be analyzed by descriptive statistics, factor analysis, Cronbach's alpha, and regression analysis. The results were as follows: There was a significant effect of power blog self-presentation such as interactivity, media effect, and business intention on information acceptance through WOM. Power blog self-presentation, such as interactivity and business intention, affect information delivery by WOM significantly. There was a significant effect of review consideration, such as agreement, usefulness, enjoyment, and purity, on information acceptance of WOM. Reviews describing enjoyment, purity, and usefulness affect information delivery of WOM significantly. Business intention, media effect, and purity directly affect apparel-purchasing behavior, and affect the WOM effect as a mediator variable and then purchasing behavior. Whereas, interactivity, overstatement, and enjoyment affect the WOM effect as a mediator variable, and then affect overall purchasing behavior. Therefore, fashion firms consider active interaction with power blog visitors and promote the way of enjoying with fun through review of apparel on-line shopping mall when they try to implement viral marketing with WOM effect.

주제어

#파워 블로그 자기제시   #구매후기   #구전효과   #구매행동  

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자기노출
자기노출은 블로그 방문자에게 어떤 영향을 주는가?
일반적으로 실명일 때 허위로 표기하거나, 과장으로 광고하기가 어려우므로 출신교, 본인 사진, 주거지 등을 공개하는 자기노출로 방문자에게 긍정적 믿음을 줄 수 있다

따라서 자기노출을 통해 파워 블로거는 방문자에게 가깝고 친근한 이미지 제공과 신뢰감을 부여한다. 일반적으로 실명일 때 허위로 표기하거나, 과장으로 광고하기가 어려우므로 출신교, 본인 사진, 주거지 등을 공개하는 자기노출로 방문자에게 긍정적 믿음을 줄 수 있다.

자기 제시
자기 제시란 무엇인가?
자신의 정보나 이미지를 타인에게 전달하는 것으로 자신을 안정된 지위로 표시하려는 것

자기 제시란 자신의 정보나 이미지를 타인에게 전달하는 것으로 자신을 안정된 지위로 표시하려는 것이다(Baumeister & Hutton, 1987). 따라서 파워 블로그 주체자의 자기 제시는 일상 공개, 제품 포스팅 등으로 유명해지고, 좋은 이미지를 형성하여 매체를 통한 효과를 얻을 수 있다.

현재 패션기업에게 블로그(blog) 등의
현재 패션기업에게 블로그(blog) 등의 소셜 웹 서비스와 인터넷 쇼핑몰 구매후기 등이 부각되고 있는 이유는 무엇인가?
의류 소비자들은 광고매체보다 블로그와 같은 소셜 웹 서비스와 인터넷 쇼핑몰의 주관적인 구매 후기(상품의 장․단점 등)를 통해 자신의 구매에 필요한 정보를 능동적으로 검색하여 상품 구매 의사를 결정한다

전통적인 TV나 신문지면 광고 등이 소비자에게 더 이상 매력적인 마케팅 방법이지 못함에 따라(Yoo, 2012) 현재 패션기업에게 블로그(blog) 등의 소셜 웹 서비스(social web service)와 인터넷 쇼핑몰의 구매후기 등이 부각되고 있다. 의류 소비자들은 광고매체보다 블로그와 같은 소셜 웹 서비스와 인터넷 쇼핑몰의 주관적인 구매 후기(상품의 장․단점 등)를 통해 자신의 구매에 필요한 정보를 능동적으로 검색하여 상품 구매 의사를 결정한다(Jung, 2011).

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신상무(34)

참고문헌 (44)

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