$\require{mediawiki-texvc}$
  • 검색어에 아래의 연산자를 사용하시면 더 정확한 검색결과를 얻을 수 있습니다.
  • 검색연산자
검색연산자 기능 검색시 예
() 우선순위가 가장 높은 연산자 예1) (나노 (기계 | machine))
공백 두 개의 검색어(식)을 모두 포함하고 있는 문서 검색 예1) (나노 기계)
예2) 나노 장영실
| 두 개의 검색어(식) 중 하나 이상 포함하고 있는 문서 검색 예1) (줄기세포 | 면역)
예2) 줄기세포 | 장영실
! NOT 이후에 있는 검색어가 포함된 문서는 제외 예1) (황금 !백금)
예2) !image
* 검색어의 *란에 0개 이상의 임의의 문자가 포함된 문서 검색 예) semi*
"" 따옴표 내의 구문과 완전히 일치하는 문서만 검색 예) "Transform and Quantization"

논문 상세정보

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

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.

질의응답 

키워드에 따른 질의응답 제공
핵심어 질문 논문에서 추출한 답변
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).

질의응답 정보가 도움이 되었나요?

저자의 다른 논문

참고문헌 (44)

  1. 1. Baron, R. M., & Kenny, D. A. (1986). The moderatormediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182. doi:10.1037/0022-3514.51.6.1173 
  2. 2. Baumeister, R. F., & Hutton, D. G. (1987). Selfpresentation theory: Self-construction and audience pleasing. In B. Mullen, & G. R. Goethals (Eds.), Theories of group behavior (pp. 71-87). New York: Springer. 
  3. 3. Cho, M.-A. (2009). The effect of purchaser's afternote of internet shopping malls on fashion shopping mall's trust, satisfaction, commitment and repurchase intention. Unpublished master's thesis, Chung-Ang University, Seoul, Korea. 
  4. 4. Hackbart, G., Grover, V., & Yi, M. Y. (2003). Computer playfulness and anxiety: Positive and negative mediators of the system experience effect on perceived ease of use. Information & Management, 40(3), 221-232. doi:10.1016/S0378-7206(02)00006-X 
  5. 5. Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet?. Journal of Interactive Marketing, 18(1), 38-52. doi:10.1002/dir.10073 
  6. 6. Hong, B. S., Lee, E. J., & Cho, M.-A. (2009). The effect of purchase reviews on the trust, satisfaction, commitment, and repurchase intention of consumer in internet shopping malls. Journal of the Korean Society of Clothing and Textiles, 33(11), 1817-1827. doi:10.5850/JKSCT.2009.33.11.1817 
  7. 7. Jung, J. E. (2012). The effects of word-of-mouth about fashion product in a mobile SNS. Unpublished master's thesis, Seoul National University, Seoul, Korea. 
  8. 8. Jung, S. M. (2011). The effect of overseas luxury cosmetics pre-tester reviews on consumer purchase behavior. Unpublished master's thesis, Sookmyung Women's University, Seoul, Korea. 
  9. 9. Jung, S. Y., & Park, C. (2005, June). 온라인구전에 관한 내용분석: 몰유형과 제품유형에 따른 차이를 중심으로 [Focusing on content analysis: Focusing on the difference between mole type and product type]. Proceedings of The Korea Society of Management Information, Seoul, 497-505. 
  10. 10. Kim, C. W. (2011). A study on the SNS characteristics that affect brand attitude factors. Unpublished master's thesis, Chonnam National University, Gwangju, Korea. 
  11. 11. Kim, H. D. (2011). A study on the receiving and participating attitude of online postscript in internet shopping: Focus on difference among consumers' types according to shopping value. The Korean Journal of Consumer and Advertising Psychology, 12(4), 825-842. 
  12. 12. Kim, H. J. (2003). The influence of attributes of afternotes online on consumer's attitude and reliability. Unpublished master's thesis, Chung-Ang University, Seoul, Korea. 
  13. 13. Kim, H. J., Pyo, H. S., & Han, M. J. (2011). Analysis on the influences and effects of eWOM (electronic Word of Mouth) of power blog post as a source of advertisement. The Korean Journal of Advertising and Public Relations, 13(4), 315-362. 
  14. 14. Kim, H. M. (2009). Word of mouth marketing strategy with power blog: Focusing on the restaurant power blog in the field of food service industry. Unpublished master's thesis, Yonsei University, Seoul, Korea. 
  15. 15. Kim, H.-J. (2011). The Effect of consumer knowledge, acceptance of reviews on the decision-making process upon the purchase of apparel products through internet. Unpublished doctoral dissertation, Chonnam National University, Gwangju, Korea. 
  16. 16. Kim, K.-Y., & Heo, Y.-U. (2011). The effect of transmit-receive communication interaction of food service consumer's word-of-mouth information on acceptability and word-of-mouth effects. Journal of Industrial Economics and Business, 24(2), 991-1025. 
  17. 17. Kim, M. J. (2012). A study on adolescents' clothing purchasing behavior in internet shopping mall and clothing shopping orientation. Unpublished master's thesis, Kongju National University, Chungcheongnam-do, Korea. 
  18. 18. Kim, M. Y. (2010). Examining the perception of common users for self-presentation of power bloggers. Unpublished master's thesis, Yonsei University, Seoul, Korea. 
  19. 19. Kim, Y. C., & Chung, H. M. (2007). The relationship analysis among influential factors to the effectiveness of on-line WOM at service industry. Journal of Advertising, 18(4), 167-183. 
  20. 20. Ko, A. R. (2012). Study on the factors influencing social network service (SNS) users' flow and addiction: Focused on the facebook users. Unpublished master's thesis, Kyungsung University, Busan, Korea. 
  21. 21. Lee, J. H. (2012). 온라인 제품 구매 후기가 수신자의 제품 평가 및 구매의도에 미치는 영향: 발신자의 자기노출 및 후기의 추상성, 극성 및 개수의 조절 작용 [Effect of online product reviews on the recipient's product evaluation and purchase intention]. Unpublished master's thesis, Korea University, Seoul, Korea. 
  22. 22. Lee, J. H., Doh, S. J., & Hwang, J. S. (2011). The effectiveness of online WOM (Words-of-Mouth): The role of direction, usefulness, and IR (Interaction Readiness). The Korean Journal of Consumer and Advertising Psychology, 12(2), 283-307. 
  23. 23. Lee, J.-S. (2013). A study on the effects of social network service characteristics on customers' loyalty. Unpublished doctoral dissertation, Korea Polytechnic University, Gyeonggi-do, Korea. 
  24. 24. Lu, L.-C., Chang, W.-P., & Chang, H.-H. (2014). Consumer attitudes toward blogger's sponsored recommendations and purchase intention: The effect of sponsorship type, product type, and brand awareness. Computers in Human Behavior, 34, 258-266. doi:10.1016/j.chb.2014.02.007 
  25. 25. Martin, R., Gardikiotis, A., & Hewstone, M. (2002). Level of consensus and majority and minority influence. European Journal of Social Psychology, 32(5), 645-665. doi:10.1002/ejsp.113 
  26. 26. Nam, E.-W. (2010). The Affect of blog characteristics on relationship quality and purchase intention. Journal of Distribution Science, 8(2), 45-51. 
  27. 27. Oh, M. H. (2014). The effect of consumer attitude toward fashion products on SNS's characteristics to purchase intention and on-line word of mouth. Unpublished master's thesis, Kookmin University, Seoul, Korea. 
  28. 28. Park, D. Y. (2013). A study on the effect of online word of mouth characteristics on brand attitudes and purchase intention. Unpublished doctoral dissertation, Kyonggi University, Gyeonggi-do, Korea. 
  29. 29. Park, J. M. (2011). A study on the impact of cosmetics blog information characteristics on reliability in the process of word of mouth acceptance and word of mouth effect. Unpublished master's thesis, SungKyunKwan University, Seoul, Korea. 
  30. 30. Park, J. Y. (2014). Effects of SNS interaction word of mouth and purchase intention: Focusing on motivations for use of facebook. Unpublished doctoral dissertation, Dongduk woman's University, Seoul, Korea. 
  31. 31. Park, J.-Y. (2013). The effects of the characteristics of word of mouth information communicated through SNS's on word of mouth effects. Korean Journal of Tourism Research, 27(6), 385-408. 
  32. 32. Park, K.-A. (2003). A study on the roles of source characteristics of word of mouth and consumer's product attitudes in the development of purchase intentions. Unpublished master's thesis, Hong-Ik University, Seoul, Korea. 
  33. 33. Park, S. H. (2011). A study of the influence of on-line word-of-mouth on the customer purchase intention. Unpublished doctoral dissertation, Inha University, Incheon, Korea. 
  34. 34. Roh, S. (2013). How power blogger becomes a credible source online: The role of perceived selective self-presentation and tie strength. Unpublished master's thesis, Korea University, Seoul Korea. 
  35. 35. Seo, H.-J., & Lee, K.-H. (2013). Effects of direction and evaluative contents of online reviews on consumer attitudes toward clothing products. The Research Journal of the Costume Culture, 21(3), 440-451. doi:10.7741/rjcc.2013.21.3.440 
  36. 36. Seo, M. S. (2008). Influence of online word of mouth information on attitudes toward fashion goods. Unpublished master's thesis, Hanyang University, Seoul, Korea. 
  37. 37. Sim, W.-S. (2012). An analysis of correlation between typological characteristics of I-VALS and directionality of online WOM. The e-Business Studies, 13(3), 481-498. 
  38. 38. Song, S., & Hwang, J. (2007). The effect of online word-of-mouth on fashion involvement and internet purchase behavior. Journal of the Korean Society of Clothing and Textiles, 31(3), 410-419. doi:10.5850/JKSCT.2007.31.3.410 
  39. 39. Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 29(3), 1-13. doi:10.1080/00913367.2000.10673613 
  40. 40. Wentzel, D., Tomczak, T., & Henkel, S. (2014). Can friends also become customers? The impact of employee referral programs on referral likelihood. Journal of Service Research, 17(2), 119-133. doi: 10.1177/1094670513518271 
  41. 41. Yeo, M. S. (2015). 블로그를 통해 제공되는 정보가 소비자 반응에 미치는 영향 [Effect of information provided from blog on consumer's response]. Unpublished doctoral dissertation, Korea University, Seoul, Korea. 
  42. 42. Yoo, E. J. (2008). The effects of online consumer review on the attitude toward the product and purchase intention changes: Focusing on the brand strength, the valence of information and the consensus of information. Unpublished master's thesis. Yonsei University, Seoul, Korea. 
  43. 43. Yoo, J. (2012). A study on creative marketing communication for entrepreneurial business: With focusing on viral marketing strategies based on case studies. Unpublished master's thesis, Sookmyung Women's University, Seoul, Korea. 
  44. 44. Zhu, F., & Zhang, X. (2010). Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics. Journal of Marketing, 74(2), 133-148. doi:10.1509/jmkg.74.2.133 

문의하기 

궁금한 사항이나 기타 의견이 있으시면 남겨주세요.

Q&A 등록

원문보기

원문 PDF 다운로드

  • ScienceON :
  • KCI :

원문 URL 링크

원문 PDF 파일 및 링크정보가 존재하지 않을 경우 KISTI DDS 시스템에서 제공하는 원문복사서비스를 사용할 수 있습니다. (원문복사서비스 안내 바로 가기)

DOI 인용 스타일

"" 핵심어 질의응답