온라인 구전효과에 영향을 미치는 요인에 관한 비교문화적 실증연구

국문 초록 (Abstract)

인터넷쇼핑이 활성화되면서 소비자에게 비치는 온라인 구전의 영향력은 점차 커지고 있다. 그러나 온라인 구전효과에 영향을 미치는 요인에 관한 인과적인 연구는 미미한 편이다. 본 연구에서는 온라인 구전효과에 영향을 미치는 요인을 소비자 특성변수(사회적 수용성, 인터넷 사용시간, 인터넷 쇼핑횟수)와 온라인 리뷰 관련 변수(온라인 리뷰 사용경험, 온라인 리뷰 유용성, 온라인 리뷰 신뢰성)로 구분하여 제시하고, 이러한 영향요인이 온라인 구전효과에 미치는 영향력이 문화권 (한국과 미국)에 따라 어떻게 달라지는지를 검증하였다. 실증분석 결과 사회적 수용성, 인터넷 쇼핑횟수, 온라인 리뷰 사용경험, 온라인 리뷰 유용성, 온라인 리뷰 신뢰성이 온라인 구전효과에 유의한 영향을 미치는 것으로 나타났으며, 미국보다는 한국의 경우가 온라인 구전효과가 더 크게 나타났다. 또한, 인터넷 쇼핑횟수와 온라인 리뷰 사용경험의 경우 한국보다는 미국의 경우 온라인 구전효과에 더 큰 영향을 미치는 것으로 나타났으며, 온라인 리뷰 유용성은 미국보다는 한국의 경우 온라인 구전효과에 더 크게 영향을 미치는 것으로 나타났다. 실증결과를 바탕으로 하여 온라인 소비자 행동 및 국제 마케팅 전략에 대한 전략적 시사점을 제시하였다.

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