준거집단의 Communication에 관한 연구 : 口傳과 意見 先導者를 中心으로 Concerning about Word-of-Mouth and Opinion Leadership = The Study on Communication of Reference Group

다국어 초록 (Multilingual Abstract)

This paper intends to examine word-of-mouth and opinion leadership. Word-of-mouth communication between consumers is the most important source of information and influence in consumer behavior. The individual who influences the purchasing behavior of another consumer is the opinion leader ; the consumer being influenced is the follower. It is very important for marketer that word-of mouth communication is being applied to satisfy the consumer. The satisfied consumers may influence friends and relatives to buy ; dissatisfied consumers may inhibit sales.
In this paper I will try to consider Word-of-mouth communication between individuals within a group according to the related literatures. Studies have shown that such communication is a major influence on consumer behavior. A central concept in direct communication between individuals in a group is opinion leadership.
The flow of word-of-mouth communication between consumers is considered first. Key issues regarding opinion leadership are then explored. And I concluded with showing how marketers use the concept of opinion leadership and how they measure it.
The concept of opinion leadership offers marketers several strategic options. Marketers can attempt to portray opinion leaders in advertising or reach opinion leaders directly in an effort to initiate a social multiplier effect. They can attempt to create opinion leaders. They can simulate word-of-mouth communication by picturing social influence in advertising. Or they can stimulate word-of-mouth communication by using original themes and story lines that are likely to be repeated in a social setting.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 의견선도자 對 사회적 의사전달
• Ⅲ. 口傳 의사전달과 人的 영향력
• Ⅳ. 口傳 Communication과 의견선도
• Ⅴ. 의견선도자의 전략적 활용
• Ⅵ. 의견선도자 확인 방법
• Ⅶ. 결론
• 참고문헌