구전정보 발신자와 수신자의 전문성이 구전정보에 대한 태도에 미치는 영향: 유대강도의 조절역할 = The Effect of Sender's and Receiver's Expertise On the Receiver's Attitude about Word-of-Mouth : The Moderating Role of Tie Strength

국문 초록 (Abstract)

본 연구의 목적은 다음과 같다. 첫째, 구전정보 발신자와 수신자의 전문성이 수신자의 구전정보에 대한 태도에 대하여 어떤 영향을 미치는지에 대하여 실증적으로 분석하고자 한다. 둘째, 구전정보에 대한 태도에 대한 수신자 전문성의 비선형적 역할에 대하여 실증적으로 분석하고자 한다. 셋째, 사회연결망이론 측면에서 유대강도가 구전정보 발신자의 전문성과 구전정보에 대한 태도에 조절적 역할을 하는지에 대하여 실증적으로 분석하고자 한다.
실증분석을 위해서 본 연구에서는 특정 제품에 대하여 구매의향을 가지고 있으며, 이 제품에 대한 중요한 정보를 접한 가장 최근의 특정 시점을 기준으로 하여 설문대상자들로 하여금 응답하도록 하였다.
실증분석 결과는 다음과 같다. 첫째, 발신자 전문성이 수신자의 구전정보에 대한 태도에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 수신자 전문성은 구전정보에 대한 태도에 선형적인 관계 보다는 U자형의 비선형적인 관계인 것으로 확인되었다. 즉 수신자 전문성이 낮거나 높을 때 중간 정도인 경우보다 더 구전정보에 대하여 더 긍정적인 태도를 보이는 것으로 나타났다. 셋째, 유대강도는 구전정보에 대한 태도에 직접적인 영향뿐만 아니라 발신자의 전문성과 구전정보에 대한 태도에 조절적 역할을 하는 것으로 나타났다. 이 결과에서 유대강도가 높은 경우보다 낮은 경우에 수신자의 전문성이 구전정보에 대한 태도에 더 민감한 영향을 미치는 것으로 보여주고 있다.
끝으로 실증분석 결과를 토대로 본 연구의 시사점들을 제시하고, 연구의 한계점과 향후과제를 제시하였다.

다국어 초록 (Multilingual Abstract)

The purpose of this study is (1)to examine the relationship between sender's expertise and receiver's attitude on word-of-mouth, (2)to test the nonlinear relationship between receiver's expertise and receiver's attitude on word-of-mouth, and (3)to investigate the moderating effect of tie strength on the relationship between sender's expertise and receiver's attitude on word-of-mouth.
We find support for all hypotheses through the empirical results using hierarchical multiple regression and mean-centering method. First, the sender's expertise positively influence on receiver's attitude on word-of-mouth. Second, we confirm the nonlinear relationship having U-shaped curve between receiver's expertise and receiver's attitude on word-of-mouth. Third, the tie strength have the direct effect positively as well as the moderating effect on the relationship between sender's expertise and receiver's attitude on word-of-mouth.
Finally, the authors discuss the managerial and theoretical implications of the results.

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