구전 정보원 특성에 따라 정보의 수용 정도가 제품 평가에 미치는 영향 = (The) effects of acceptance level on the product evaluation by the characteristics of word-of-mouth source

국문 초록 (Abstract)

소비자가 얻을 수 있는 정보로는 기업으로부터의 정보, 전문가로부터의 정보, 또는 다른 소비자로부터의 정보 등이 있으며, 이러한 소비자의 정보 탐색을 더욱 능동적이고 적극적인 활동으로 변화시킨 계기가 바로 인터넷이다.
인터넷에 기반한 정보 기술의 급속한 발전은 소비자 행동에도 큰 변화를 초래하고 있다. 소비자들 간에 이루어지는 구전 커뮤니케이션은 이제 인터넷 채팅, 메신저, 게시판, 리뷰 등을 통한 온라인 구전으로 급속하게 퍼지고 있으며 소비자와 기업 모두에게 과거보다 훨씬 더 강력한 영향을 미치고 있다.
본 연구는 구전 정보에 대하여 소비자가 수용하는 정도에 따라 태도 및 구매의도의 차이를 알아보고, 구전 정보원의 특성이 이에 영향을 미치는지 규명하는 것을 목적으로 하였다. 사회판단이론과 구전 커뮤니케이션, 정보원천 관련 문헌에 대한 연구 결과 3개의 가설이 도출되었고 실험을 통하여 구전 정보의 수용 정도와 구전 정보원 특성의 영향력을 살펴볼 수 있었다.
연구 결과, 첫째, 구전 정보의 수용 정도에 따라 제품 평가의 차이가 나타났다. 구전 정보의 수용 정도에 따라 제품 태도와 구매의도가 수용-무관-거부의 집단 순으로 호의적으로 나타났다. 둘째, 구전 정보원의 특성인 전문성, 신뢰성, 유사성이 낮을 때보다 높을 때 제품 태도가 더 높았으며, 신뢰성을 제외하고 전문성과 유사성이 높거나 낮을 때 모두 수용-무관-거부의 집단 순으로 제품 태도가 호의적으로 나타났다. 셋째, 구전 커뮤니케이션의 상황에서도 제품 태도는 구매의도에 정(+)의 영향을 미치는 것으로 나타났다.
본 연구는 구전 정보를 접하는 소비자의 태도에 대해 사회판단이론을 적용하여 구체적으로 분석해봄으로써 구전 정보의 수용 정도의 영향력을 입증하였고, 구전 정보를 전달하는 정보원의 특성들이 소비자의 태도에 유의한 영향력을 미친다는 것 또한 입증하였다. 구전 정보에 대한 소비자 개인의 수용 정도에 따라 제품 평가가 달라지므로 소비자들의 수용과 무관의 영역을 보다 넓히고 거부의 영역을 더욱 좁힐 수 있도록 지각된 정보원 특성을 적극 활용하는 마케팅 전략을 수립하도록 해야 할 것이다.

목차 (Table of Contents)

• 국문요지
• 제1장. 서론
• 제1절. 연구배경 ····················································································· 1
• 제2절. 연구목적 ····················································································· 2
• 제3절. 연구방법 ····················································································· 3
• 제4절. 논문의 구성 ················································································· 4
• 제2장. 이론적 배경
• 제1절. 구전 커뮤니케이션 ········································································ 5
• 1. 전통적 구전 커뮤니케이션 ····························································· 5
• 2. 온라인 구전 커뮤니케이션 ····························································· 7
• 제2절. 사회판단이론 ··············································································· 9
• 1. 태도의 3영역 ············································································· 12
• 2. 메시지 강도 ··············································································· 13
• 제3절. 정보원의 특성 ············································································ 14
• 1. 전문성 ······················································································ 14
• 2. 신뢰성 ······················································································ 15
• 3. 유사성 ······················································································ 16
• 제3장. 가설설정 및 연구모형
• 제1절. 가설설정 ··················································································· 18
• 1. 구전 정보의 수용 정도에 따른 제품평가의 차이 ······························ 18
• 2. 구전 정보원 특성의 조절효과 ······················································· 19
• 3. 제품 태도가 구매의도에 미치는 영향 ············································· 20
• 제2절. 연구모형 ··················································································· 22
• 제4장. 연구방법
• 제1절. 조작적 정의 ··············································································· 23
• 1. 구전 정보의 수용정도 ·································································· 23
• 2. 정보원의 특성 ············································································ 23
• 3. 구전효과로서의 태도 및 구매의도 ················································· 24
• 제2절. 실험구성 및 자료수집 ·································································· 25
• 1. 실험설계 ··················································································· 25
• 2. 실험자극 ··················································································· 25
• 3. 표본선정 및 자료수집 ·································································· 26
• 제3절. 설문지의 구성 ············································································ 26
• 1. 구전 정보에 대한 평가와 느낌을 측정하는 문항 ······························ 26
• 2. 구전 정보원의 특성을 측정하는 문항 ············································· 27
• 3. 구전 정보의 수용 정도를 측정하는 문항 ········································ 27
• 4. 제품에 대한 태도와 구매의도를 측정하는 문항 ······························· 28
• 5. 인구통계학적 문항 ······································································ 28
• 제4절. 실험절차 및 변수조작 ·································································· 28
• 1. 조절변수의 조작화 ······································································ 29
• 2. 독립변수의 조작화 ······································································ 29
• 제5절. 분석방법 ··················································································· 30
• 제5장. 분석
• 제1절. 자료의 분석 ··············································································· 31
• 1. 실험 참여자의 특성 ····································································· 31
• 2. 신뢰도 및 타당도 검증 ································································ 33
• 가. 신뢰도 분석 ··········································································· 33
• 나. 타당도 분석 ··········································································· 34
• 제2절. 연구가설의 검증 ········································································· 37
• 1. 조작점검 ··················································································· 37
• 2. 가설검증 ··················································································· 38
• 가. 구전 정보의 수용 정도에 따른 제품평가의 차이 검증 ·················· 38
• (1) 구전 정보의 수용 정도에 따른 제품 태도 차이 검증
• (2) 구전 정보의 수용 정도에 따른 제품 구매의도 차이 검증
• 나. 구전 정보원 특성의 조절효과 검증 ··········································· 40
• (1) 구전 정보원의 전문성에 대한 제품 태도 차이 검증
• (2) 구전 정보원의 신뢰성에 대한 제품 태도 차이 검증
• (3) 구전 정보원의 유사성에 대한 제품 태도 차이 검증
• 다. 제품 태도가 구매의도에 미치는 영향 검증 ································· 48
• 라. 가설 검증 결과 요약 ······························································· 48
• 제6장. 결론
• 제1절. 연구 결과의 요약 ········································································ 50
• 제2절. 연구의 의의 ··············································································· 51
• 1. 연구의 이론적 시사점 ·································································· 51
• 2. 연구의 실무적 시사점 ·································································· 52
• 제3절. 연구의 한계점 및 향후 연구 방향 ················································· 53
• 참고문헌
• 부록
• ABSTRACT