A Study on Effects of the Word of Mouth and Corporate Promotion Strategy for On-line Shopping Mall

정상익,김규동 한국유통경영학회 2008 유통경영학회지 Vol.11 No.5

This is demonstrative research on ‘effects of the consensus and vividness of product reviews on perceived quality and purchasing intentions’, and ‘the effects of providing promotion strategies(economic message strategy, informative message strategy and strengthened contact strategy) to young women consumers with quality perception on actual purchasing intentions’ in online shopping mall. In particular, by analyzing the relationship between product reviews with high levels of vividness based on images, perceived quality and purchasing intentions, we seek to deduce a meaningful implication on the expansion of UCC based product reviews. In addition, by advancing appropriate promotion strategies according to the WOM(Word of Mouth) effects of product reviews, we seek to deduce meaningful strategic implications to strengthen the purchasing intentions of potential consumers. The results of the research indicated that positive product reviews and vividness had positive (+) effects on perceived quality and purchasing intentions, also demonstrating that product reviews and vividness have reciprocal effects on one another. When conducting promotion strategies on customers with positive quality perception, it showed that regardless of the level of perception, the information message strategy proved to be more effective than the economic message and strengthened contact strategies. Therefore, within the Internet world, sales strategies intensifying the purchasing information were more important than promotion activities based on different economic benefits. In addition, unlike the previous research results stating that within the online environment, the strengthened contact strategy could have a negative effect on the overall purchasing intentions of customers, within groups voluntarily exposed to the product reviews with positive quality perception, the strengthened contact strategy, in fact, had positive effects on the actual purchasing intentions of the customers. This is demonstrative research on ‘effects of the consensus and vividness of product reviews on perceived quality and purchasing intentions’, and ‘the effects of providing promotion strategies(economic message strategy, informative message strategy and strengthened contact strategy) to young women consumers with quality perception on actual purchasing intentions’ in online shopping mall. In particular, by analyzing the relationship between product reviews with high levels of vividness based on images, perceived quality and purchasing intentions, we seek to deduce a meaningful implication on the expansion of UCC based product reviews. In addition, by advancing appropriate promotion strategies according to the WOM(Word of Mouth) effects of product reviews, we seek to deduce meaningful strategic implications to strengthen the purchasing intentions of potential consumers. The results of the research indicated that positive product reviews and vividness had positive (+) effects on perceived quality and purchasing intentions, also demonstrating that product reviews and vividness have reciprocal effects on one another. When conducting promotion strategies on customers with positive quality perception, it showed that regardless of the level of perception, the information message strategy proved to be more effective than the economic message and strengthened contact strategies. Therefore, within the Internet world, sales strategies intensifying the purchasing information were more important than promotion activities based on different economic benefits. In addition, unlike the previous research results stating that within the online environment, the strengthened contact strategy could have a negative effect on the overall purchasing intentions of customers, within groups voluntarily exposed to the product reviews with positive quality perception, the strengthened contact strategy, in fact, had positive effects on the actual purchasing intentions of the customers.

유기농식품에 대한 소비자의 구매의도 영향요인 분석 계획적 행동이론을 중심으로

최화선,이광근 한국유통과학회 2012 유통과학연구 Vol.10 No.2

Well-being is a reflection of current sociocultural trends that focus on the quality of life based on economic growth. Furthermore, organic food is believed to help people maintain good health and therefore leads to increased consumption of organic foods. Therefore, consumer interest in organic food is increasing, causing its market to grow, and this trend will be maintained in the future. The abuse of agricultural pesticides, gene manipulation, and bovine spongiform encephalopathy has caused consumers to worry about food safety. The well-being trend has also contributed to consumers’ growing interest inorganic food and organic agricultural products. A consumer’s choice offood is a complex processes affected by various factors. In particular, organic food is considered an individualistic merit good, considering the consumers’ preferences related to certification policies. Therefore, various factors such as personal characteristics and sense of value could affect consumers’ decisions. This research focused on an analysis of the factors influencing consumers’ purchasing intention for organic food on the basis of an increase in organic food consumption. The research method was based on the theory of planned behavior (TPB). Factors such as consumer characteristics regarding food consumption, purchasing frequency, and other factors affecting purchasing intention were presented. The hypothesis was set using advanced research and stated that it is easier to forecast purchasing intentions by combining the theory of planned behavior and personal characteristics of consumer. The results show that two dimensions, attitude and perceived behavioral control, have statistically significant influence on the purchasing intention. It can be said that a positive attitude toward organic foods in particular increases the possibility of purchasing intention. In addition, consumers who consume more organic food products are more likely to have positive attitudes, and, in the past, purchasing frequency has positively influenced purchasing intention of organic foods. Consumers’negative feelings about the non-purchase of organic foods also showed a negative influence on purchasing intentions. In other words, even though consumers feel uncomfortable when not consuming organic food products, they do not try to purchase such products because of this feeling of discomfort. Furthermore, the subjective norm and the behavioral control of food-related involvement do not have a statistically significant influence on the purchasing intention or attitudes. This research verified the influence of factors related to purchasing intention. This study has several limitations: (1) even though consumers’ responses can change based on the type of food, the types of food were not classified in this study; (2) future studies are necessary to analyze the attitudes of consumers on the basis of their purchasing experiences with organic foods.

전자상거래 구매요인이 야구용품 구매의도에 미치는 영향

윤현정 ( Yoon Hyun-jung ),오현택 ( Oh Hyun-taek ) 인천대학교 스포츠과학연구소 2015 스포츠科學硏究誌 Vol.28 No.0

이 연구의 목적은 야구동호인들이 인터넷 전자상거래를 통해 야구용품을 구입할 때 구매의도에 영향을 주는 요인을 파악하는 것이다. 이 연구의 대상은 인천 지역의 사회인 야구동호회에 가입되어 있는 명의 동호인으로 이들을 대상으로 전자상거래를 통한 야구용품 구매요인과 구매의도를 조사하였으며, 이 중 명의 자료를 통계처리하여 분석한 결과는 다음과 같다. 첫째, 연령, 직업, 교육, 소득 및 인터넷 활용능력의 인구통계학적 특성에 따른 구매요인과 구매의도에는 통계적으로 유의한 차이가 있었다. 둘째, 구매요인의 하위 변인 중 고객서비스와 고객위험의 두 개 요인이 구매의도와 밀접한 관련이 있는 것으로 나타났다. 고객서비스는 구매의도에 정적 영향을 미치는 반면, 고객위험은 구매의도에 부적 영향을 미치는 것으로 나타났다. The purpose of this study was to understand the factors that influenced on purchasing intention of amateur baseball club members in electronic commerce. Purchasing factors and purchasing intention of 500 club members who participated in baseball game in Incheon were surveyed and 480 data was analyzed. The main results of this study were as follows: First, there were significant difference in purchasing factors and purchasing intention by demographic characteristics of amateur baseball club members like age, occupation, education, an annual income, and internet use. Second, there was significant relationship between purchasing factors and purchasing intention. Customer service of purchasing factors positively influenced on purchasing intention, however customer risk of purchasing factors negatively influenced on purchasing intention.

The Mediating Role of Brand Recall and Brand Attitude in Influencing Purchase Intention in Advergames

Azaze-Azizi Abdul Adis,김형준 한국마케팅학회 2013 ASIA MARKETING JOURNAL Vol.15 No.3

Research on purchase intention had showed remarkable progress in contributing to the theory of consumer behavior. Despite the popularity of academic discussions on various issues influencing purchase intention, the mediating role of brand recall and brand attitude on purchase intention, in particular advergames, has not yet been well explored, especially in developing economies such as Malaysia. Furthermore, the influence of self-brand congruity, entertainment and brand placement acceptance as antecedents to brand recall and brand attitude are expected to add value to the brand recall, brand attitude and purchase intention relationships. This paper aims to investigate the impact of the mediating role of brand recall and brand attitude on purchase intention in advergames among Malaysian gamers. The antecedents towards brand recall and brand attitude are also examined to measure their influence on purchase intention. A total of 350 Malaysian gamers were interviewed through online survey in this study. The results showed that brand recall and brand attitude mediate the relationship between self-brand congruity, entertainment and brand placement acceptance with purchase intention. Also, entertainment and brand placement acceptance were found to have a significant relationship with brand recall. As expected, brand recall and brand attitude showed a positive relationship with consumer purchase intention in advergames. It was found that self-brand congruity has a significant influence on brand attitude and purchase intention. When users see the brand which matches with them, they tend to act positively toward the brand exposed in the game. This is consistent with Escalas and Bettman (2005) who suggested that the greater the congruity, the more positive the consumer’s attitude toward the brand in question. This leads to game usage and purchase (Davis and Lang, 2013). In the advergaming context, the entertainment value in advergames is very important to determine the level of enjoyment and pleasure experienced by gamers during game-playing. Therefore, the more entertaining the ads, the more it will be remembered and the greater the positive behavior of the consumer towards the advergames – this ultimately stimulates their intention to purchase the brand. This study shows the effect of brand placement on brand recall and brand attitude and also purchase intention. Brand placements might not work in games due to the interactivity involved in game-playing as people could be distracted from noticing the brand placements (Yang et al., 2006). However, the significant influence of brand placements found in this study may provide major promise for advertisers. Game players may or may not explicitly remember the brands they see in the games, but these placements may influence their brand recall and brand attitude and could therefore influence later decisions (Yang et al., 2006). In this study, it was found that self-brand congruity was not significantly related with brand recall. The reason for this could be attributed to the fact that this study examined gamers who are highly involved in the interactive medium of games which force them to focus on game play rather than advertisements; the level of recognition to remember the brand exposed in the game is low and contributes to the “mismatch” between the gamers and the said brand. The present study contributes to the existing literature of the antecedents of brand recall and brand attitude in advergames. This study contributes to the role of brand recall and brand attitude as mediators in purchase behavior theory. Academically, the relationship between brand recall and brand attitude is well known in advergaming research, but their impact as important mediators on purchase intention add new understanding in the interactive communication literature. Their mediating role may provide new insights on how they facilitate the effects of self-brand congruity, entertainment and brand p...

소셜커머스를 통한 뷰티서비스 구매요인이 고객만족과 재구매 의도에 미치는 영향

홍수남 ( Soo-nam Hong ),이한주 ( Han-joo Lee ) 한국인터넷정보학회 2014 인터넷정보학회논문지 Vol.15 No.6

본 연구는 최근 인터넷과 스마트폰의 활성화로 인해 뷰티분야의 새로운 마케팅 수단으로 부각되고 있는 소셜커머스의 영향에 대한 실증이다. 연구대상은 스마트폰과 인터넷의 활용이 비교적 익숙한 수도권 거주의 20-30대 남녀로서, SNS를 통해 뷰티서비스를 구매할 때의 구매요인에 대해서 알아보고, 이러한 구매요인이 고객만족에 미치는 영향과 고객만족이 재구매에 미치는 영향, 구매요인이 고객만족을 매개변수로 하여 재구매 의도에 미치는 영향에 대해서 검증하였다. 구매요인의 타당성 검증으로 서비스, 가격, 상호작용, 편의성, 흥미의 5개의 하위요인으로 구분하였고, 고객만족과 재이용 의사는 각각 하나의 요인으로 구분하였다. 본 연구결과를 축약하면, 소셜커머스를 통한 뷰티서비스 구매요인으로서 고객만족에 영향을 미치는 것은 가격, 서비스, 편의성, 흥미와는 관련성이 있었지만 상호작용과는 관련성이 나타나지 않았다. 이는 소셜 이용자 간의 커뮤니티 활동이나 타인의 구매후기를 통해 소셜상품을 구매하기보다는 자기의 주관적인 사고방식과 견해에 의해 소셜상품을 구매한다는 것으로 추측된다. 구매요인에 따른 재구매 의도를 알아본 결과, 가격, 서비스, 편의성이 영향을 미치는 것으로 조사되었다. 구매의도는 만족한다는 긍정의 결과로서, 저렴한 가격, 서비스에 대한 만족도, 바쁜 현대인의 시간, 노력에 대한 편의성이 충족되어야 하므로, 단순한 흥미보다는 보다 체계적이고 전문적인 서비스에 대한 추후의 구매의도를 나타내는 것이며 흥미와는 관련성이 없었다. 또한 고객은 서비스에 만족할수록 재이용 의도는 높아지므로 차별화·전문화된 고객서비스, 트렌드를 반영한 마케팅이 구축되고 보강되어야 고객만족이 향상되어 지속적인 재구매 의도로 직결됨을 규명하였다. 따라서 뷰티산업에서도 소셜커머스를 통한 구매요인이 고객만족과 재구매의도에 정의 영향을 미치며, 고객만족은 구매요인과 재구매의도를 직간접적으로 영향을 미치고 있음도 확인하였다. 또한 구매요인의 하위요인 중 커뮤니티활동이나 댓글 등의 상호작용보다는 가격이나 서비스 혹은 편의성이 중요하다는 것을 확인하였다. 뷰티분야에서는 뷰티산업 및 퍼스널 샵의 매출상승과 지속적인 발전을 위해 현대의 새로운 소비층인 모바일 쇼핑객에 적합한 다양한 상품소싱 및 프로모션 등의 개발 및 강화에 주력하여 고객만족을 창출시켜야 할 것으로 판단된다. As the Internet and smartphones prevail, this study investigated the purchasing factors of a new beauty marketing method, the social commerce, and verified the relationship of such purchasing factors to consumer satisfaction and repurchasing intentions. In order to verify the validity of purchasing factors, five sub-factors, such as service, price, interaction, convenience, and interest were classified, while consumer satisfaction and repurchasing intentions are grouped into one factor, using data about 20-39 years old. According to results of this study, purchasing factors in the beauty service markets through social commerce that had effects on the consumer satisfaction were price, service, convenience, and interest, but no relationship was found with interaction. We can predict that consumers buy not based on community activities among buyers or purchasing comments of others, but rather his/her own subjective thoughts and opinions about the services. As the result of repurchasing intention according to purchasing factors, affecting sub-factors were price, service, and convenience. Repurchasing intention is an positive response that reflects satisfactions. Since low price, satisfaction on the service, and convenience for busy modern people should be met, repurchasing intentions are not affected by interest, but rather systematic and professional service. Also, higher satisfaction on service raises repurchasing intention. In this study, it is clear that not only purchasing factors through social-commerce effect the satisfaction and the repurchasing intention, but also consumer satisfaction mediates partly purchasing factors and the repurchasing intention. And as sub-factors of purchasing factors, price, service, or convenience are more important to the consumer satisfaction than community or replies activities. Thus differentiated and professional customer service, the establishment and enhancement of trendy marketing should improve long term repurchasing intentions. This will lead to the increasing revenue of personal-shop and the developments of beauty markets, so strengthening product sourcing and promotion suitable for mobile shoppers are essential.

확장된 계획행동이론이 주얼리 구매의도에 미치는 영향에 관한 연구

김소라(Kim, So Ra),김귀옥(Kim, Gwi Ok),배채수(Bae, Chai Soo) 한국공공정책학회 2020 공공정책연구 Vol.27 No.1

본 연구의 목적은 확장된 계획행동이론을 주얼리 구매에 적용시켜 주얼리 구매 소비자들은 어떠한 의사결정과정을 통해서 구매하는지 실증적 검증을 실시하여 파악함으로써 주얼리 산업에서 다양하게 활용할 수 있는 근거자료를 생산하고자 한다. 본 연구에서는 주얼리 산업이 확대되고 있는 현 상황을 반영해 주얼리 소비자들의 태도, 주관적 규범, 지각된 행동 통제감, 사전지식 그리고 구매의도간의 관계를 검증하고자 하였으며, 그 과정에서 4개의 독립변수가 주얼리 소비자들의 구매의도에 영향을 미치는 요인으로 작용하는지를 파악하고자 계획행동이론을 확장 및 적용하여 분석하였다. 실증 분석을 위해 명확한 내용타당성을 확보하고자 경기도 권에 거주하는 20대 이상 주얼리 소비자 180명을 조사 대상으로 169부를 유효 표본으로 선정해 본 연구에 활용하였다. 가설검증을 위한 분석방법으로 IBM SPSS Statistics 24를 사용해 빈도분석, 신뢰도분석, 상관관계분석을 실시하였고 영향관계에 대한 가설검증을 위해 회귀분석을 실시했다. 분석 결과는 다음과 같다. 첫째, 태도는 구매의도에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 주관적 규범은 구매의도에 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 지각된 행동 통제감은 유의한 영향을 미치지 못하는 것으로 나타났다. 넷째, 사전지식은 구매의도에 정(+)의 영향을 미치는 것으로 나타났다. 태도가 구매의도에 가장 큰 영향을 미쳤고 그 다음으로는 사전지식, 주관적 규범순으로 나타났다. 분석 결과를 통하여 연구의 시사점을 제시해보면 확장된 계획행동 이론은 구매의도에 부분 유의한 영향을 미치는 것으로 나타났다. 첫째, 확장된 계획행동이론의 태도요인은 구매의도에 정(+)의 영향을 미치는 것으로 나타났다. 이것은 주얼리 구매의도에 관한 영향 관계는 구매의도에 대한 개인의 태도와 의지가 중요하다는 결과이다. 둘째, 주관적 규범이 주얼리 구매의도에 대한 영향 관계는 정(+)의 영향을 미치는 것으로 나타났으며 준거인인 가족, 친구, 회사 동료 등 주변 사람들을 의식하여 구매하는 의도가 높은 것을 알 수 있다. 셋째, 지각된 행동 통제감은 주얼리 구매의도에 유의하지 않은 것으로 나타나 지각된 행동 통제감이 본인의 구매의지와 경제력만으로 구매의도에 직접적인 영향을 미친다고 하기에는 다소 무리가 있으며 주얼리 구매자들의 인식전환을 위해 목표이익을 낮추거나 인지도를 높이며 자연스럽게 접하게 한다면 긍정적인 인식전환에 도움을 줄 것이라 사료된다. 넷째, 사전지식이라는 변수를 추가하여 주얼리 구매 시 정확하고 상세한 정보를 제공하며 접근한다면 긍정적인 영향을 주어 점진적인 확대를 고려해 볼 수 있을 것이다. 이러한 연구의 결과는 확장된 계획행동이론과 주얼리 소비자의 구매의도를 설명하는 주요지표로 설정할 수 있음을 나타내고 있다. 주얼리 시장의 성장에 비하여 구매의도와 행동을 예측한 연구가 저조하기에 앞으로 보다 많은 연구가 이루어질 필요가 있을 것이며, 다양한 확장요인을 추가하여 연구할 노력이 필요하다. The objective of this study was to produce supporting data that can be used for various purposes by empirically identifying what kind of decision-making processes jewelry consumers went through by applying the expanded theory of planned behavior to jewelry purchases. This study aimed to evaluate the relationships among attitude, subjective norms, perceived behavior control, prior knowledge, and purchase intention by reflecting that the jewelry industry had been expanding. This study analyzed by expanding and applying the theory of planned behavior in order to examine the effects of these four independent variables on the purchase intention of jewelry consumers. This study handed out questionnaires to 180 subjects who were 20 years or older to secure content validity for empirical analyses. This study selected 169 copies as valid samples and used these copies for this study. This study conducted frequency analysis, reliability analysis, and correlation analysis to test the hypothesis and carried out regression analysis for testing the hypothesis about the influence relationship The analysis results are as follows. First, attitude positively affected purchase intention. Second, subjective norm positively influenced purchase intention. Third, perceived behavior control did not have a significant effect. Fourth, prior knowledge affected purchase intention positively. Attitude had the greatest influence on purchase intention, followed by prior knowledge and subjective norm in the order of magnitude. The analysis results of this study implied that the expanded theory of planned behavior had a significant effect on purchase intention partially. First, the attitude factor of the expandable theory of planned behavior affected purchase intention positively. The results indicated that the attitude and will of an individual’s purchase intention were important in the influence relation about jewelry purchase intention. Second, subjective norm positively influenced purchase intention and many people intended to purchase goods by paying attention to family members, friends, coworkers, and acquaintances. Third, it was found that perceived behavior control did not have a significant relationship with purchase intention, which indicated that it was too much to say that perceived behavior control directly affected purchase intention solely using willingness and economic power. It is believed that lowering the target profit or making purchasers access to it naturally with raising awareness would contribute to changing their perception positively. Fourth, if purchaser are accessed with receiving accurate and detailed information while purchasing jewelry by addind a new variable prior knowledge a gradual may be considered by giving a positive effect. The results of this study indicated that the expanded theory of planned behavior could be a key index explaining the purchase intention of jewelry consumers. Since there are not many studies predicting purchase intention and behavior compared to the growth of the jewelry market, more studies are needed. It is also needed to add and study more diverse expansion factors.

소비자 특성과 소비자 신뢰가 친환경농산물의 구매의도에 미치는 영향 분석

김미송,최형규,김동환 한국유통과학회 2013 유통과학연구 Vol.11 No.1

Purpose – The environment-friendly agricultural product market in Korea sees continual high growth. Recently, the Korean government has been actively fostering environment-friendly agriculture as an engine of future growth. Korean people have increasingly become more health-conscious and interested in food safety issues. Many distribution and retailing companies have responded with various promotional activities. However, most of these are not strategic and appear to have unsatisfactory outcomes. The main purpose of this paper is to suggest effective marketing strategies for environment-friendly agricultural products. To achieve this aim, the study empirically investigates the effects of consumer characteristics and trust on the purchase intention of environment-friendly agricultural products. Research design, data, methodology - Based on the theory of planned behavior, and previous studies related to the purchase intention and consumption of environment-friendly agricultural products, we set up five study hypotheses. These related to the demographic characteristics of consumers, purchase intention, and behavior of the products. We then set up a study model and four study hypotheses relating to health consciousness, environmental consciousness, consumer trust level,purchase intention, and behavior of the products. The data were collected using a questionnaire given to consumers living in Seoul and southern Geonggi Province. The final sample size is 403 and mean age is 44.3. SPSS 15.0 for Windows and Amos 7.0 were used as statistical analysis tools. Meaningful results were derived using frequency analysis, correlation analysis, a t-test, and structural equation modeling. Results - Empirical results of this research are as follows. (1) First,it is shown that consumers consider such attributes as intimacy and health to be important when they buy environment-friendly agricultural products. (2) We also found that consumers recognize the value of environment-friendly agricultural products as high, but their trust level as low. (3) Consumer groups consisting of married couples, with higher education, higher income, and higher age are shown to have a higher intention of buying environment-friendly agricultural products than any other consumer group. (4) It is estimated that the level of consumer trust positively affects the purchase intention of environment-friendly agricultural products. The path coefficient (.138) between consumer trust and purchase intention is statistically significant at the α = .05level. (5). It is also estimated that environmental consciousness positively affects purchase intention. The path coefficient (.245) between environmental consciousness and purchase intention is statistically significant at the α = 0.05 level. The standardized path coefficients of consumer trust and environmental consciousness with purchase intention are .556 and .288 respectively. Therefore, consumer trust affects purchase intention more than environmental consciousness. (6) Finally,purchase intention is estimated to positively affect purchase behavior. Conclusions - Based upon empirical results, this research suggests that marketers of environment-friendly agricultural products should focus more on increasing consumer trust levels, emphasizing the training and education of employees. The government also should pay attention to a standardized certification system for environment-friendly agricultural products. Marketers of environment-friendly agricultural products should consider the consumer groups of married couples, with higher education, higher income, and higher age as a major target segment.

패션 인플루언서의 속성이 소비자의 구매의도 및 구전의도에 미치는 영향에 관한 연구

한미숙,송금숙,박종우 한국서비스경영학회 2023 서비스경영학회지 Vol.24 No.1

This study aimed to examine the effect of fashion influencer attributes on consumers' purchase intention and the intention and factors of consumers who purchased their recommended products to continuously share and use the information they provided. As a result of the study, first, the attributes of fashion influencer were classified into attractiveness, reliability, expertise, and information, and they were found to have a significant effect on brand attachment and customer satisfaction. Second, brand attachment and customer satisfaction were found to have a significant effect on purchase intention, and they were found to have an effect on WOM intention through purchase intention. Third, it was found that the attributes of fashion influencer, such as attractiveness, reliability, and information, had a significant effect on purchase intention and WOM intention. However, it was found that expertise did not affect purchase intention and WOM intention. In addition, professionalism was found to have a significant effect on purchase intention when brand attachment and customer satisfaction mediated. Finally, purchase intention was verified by verifying the mediating effect of fashion influencer's attractiveness, reliability, expertise, information, and WOM intention. It was found that purchase intention had mediating effect on attractiveness, reliability, information, and WOM among influencer's attributes, but there was no mediating effect in expertise. This study aims to present important basic data for fashion marketing using fashion influencers in the future and marketing plans that can be used for efficient consumer management. 본 연구는 패션 인플루언서 속성이 소비자의 구매의도에 미치는 영향과 그들의 추천 제품을 구매한 소비자는 그들이 제공한 정보를 지속적으로 공유하고 이용할 의도와 그 요인이 무엇인지 살펴보고자 하였다. 연구결과 첫째, 패션 인플루언서의 속성을 매력성, 신뢰성, 전문성, 정보성으로 구분하였으며, 이들은 브랜드애착과 고객만족도에 유의한 영향을 미치는 것으로 나타났다. 둘째, 브랜드애착과 고객만족도는 구매의도에 유의한 영향을 미치는 것으로 나타났으며, 이들은 구매의도를 매개로하여 구전의도에 영향을 미치는 것으로 나타났다. 셋째, 패션 인플루언서의 속성인 매력성, 신뢰성, 정보성은 구매의도와 구전의도에 유의한 영향을 미치는 것으로 나타났다. 그러나 전문성은 구매의도와 구전의도에 영향을 주지 않는 것으로 나타났다. 마지막으로 구매의도는 패션 인플루언서의 매력성, 신뢰성, 전문성, 정보성과 구전의도의 관계에서 매개효과를 검증한 결과, 구매의도는 인플루언서의 속성 중 매력성, 신뢰성, 정보성과 구전의도에는 매개효과가 존재하지만, 전문성에서는 매개효과가 존재하지 않는 것으로 나타났다. 본 연구는 향후 패션 인플루언서를 활용한 패션 마케팅의 중요한 기초자료 및 효율적인 소비자 관리를 위해 실제로 활용할 수 있는 마케팅 방안을 제시하고자 한다.

지역이미지와 소재원산지 평가가 지역제품구입에 미치는 효과

김해룡 ( Hae Ryong Kim ),이형탁 ( Hyoung Tark Lee ) 한국소비자학회 2011 소비자학연구 Vol.22 No.2

최근 지역원산지효과와 관련된 연구들이 늘고 있다. 본 연구는 국내 사과산지에서 생산되는 와인에 대한 소비자들의 구입의사를 소재원산지평가 관점에서 살펴보고 있다. 본 연구는 지역이미지를 소재원산지평가의 선행변수로 제시하면서 지역이미지가 구입의사에 미치는 직·간접효과를 살폈다. 또한 소재원산지평가가 구입의사에 미치는 영향력을 지각된 가치와 지각된 위험의 매개과정으로 설명하였다. 연구결과 지역의 인지적이미지와 정서적이미지는 모두 해당지역의 소재원산지평가에 긍정적인 영향을 미치는 것으로 나타났다. 그러나 지역이미지가 구입의사에 미치는 직접효과는 입증되지 않았다. 한편 소재원산지평가는 와인의 구입의사에 직접적이고 긍정적인 영향을 미칠 뿐만 아니라, 와인에 대한 지각된 가치를 높이거나 지각된 위험을 낮추는 과정을 통해서 간접적으로 구입의사에 영향을 미치는 것으로 나타났다. 이를 통해 지역브랜드와 제품생산과 관련된 소재원산지 단서를 체계적으로 활용하는 전략이 해당 지역에서 제품을 생산하여 판매하는 기업들에게 유용한 마케팅전략이 될 수 있음을 알 수 있다. Several studies have shown that a product`s country of origin(hereafter COO) can influence consumers` evaluations of the product. However, despite their importance, the studies of place-of-origin effects(hereafter POO) have remained largely neglected. Consider, though, that POO may be expected to have a large effect on product evaluation, it is unclear what process by which product evaluation is formed. The existing literature suggests that COO construct can be broadly understood and decomposed from a single measure to a multidimensional construct. For example, country-of-design(COD) and country-of-parts(COP) evaluations affect consumer perceptions of product quality. In the present research, we investigate the relationship among place image, POO evaluations, and consumers` purchase intentions of the regional product. Especially, we will consider the POO evaluations, giving a highlight on the place-of-parts(hereafter POP) for the regional product. To explain how POP evaluations create purchase intentions of the regional product, we suggest the role of both perceived value and perceived risk. Specifically, this study explains how both perceived value and perceived risk can mediate the effects of POP evaluations on purchase intentions of the regional product(apple-wine). We also suggest that adding place image is needed to consider different effects on purchase intentions. The present study considers place image as an antecedent of consumers` POP evaluations. It also considers the direct relationship between place image and purchase intentions of the regional product. To test the hypotheses, we took a survey with 245 adult consumers. Apple-wine was selected for the study because wine consumers are highly influenced by wine attributes such as brand and producers. POO information also could be one of the most important factors influencing wine consumption. We established the following hypotheses. H 1.1: Consumers` cognitive associations for the place(place image) have a positive relationship with POP evaluations. H 1.2: Consumers` affective associations for the place(place image) have a positive relationship with POP evaluations. H 2.1: Consumers` cognitive associations for the place(place image) have a positive relationship with purchase intentions of the regional product. H 2.1: Consumers` affective associations for the place(place image) have a positive relationship with purchase intentions of the regional product. H 3.1: Consumers` POP evaluations have a positive relationship with perceived value of the regional product. H 3.2: Consumers` perceived value has a positive relationship with purchase intentions of the regional product. H 3.3: Consumers` POP evaluations have a negative relationship with perceived risk of the regional product. H 3.4: Consumers` perceived risk has a negative relationship with purchase intentions of the regional product. H 4: Consumers` POP evaluations have a positive relationship with purchase intentions of the regional product. The results of measurement model indicate that the across construct confirmatory factor analysis provided an acceptable fit to the data. We tested the proposed conceptual model using structural equation modeling. The results also indicate that the data fit our conceptual model acceptably. The results show that both cognitive and affective place image have influence on POP evaluations in the positive direction. However, place image has no direct effect on purchase intentions. Meanwhile, POP evaluations can also have a positive direct influence on purchase intentions. This study also found that POP evaluations increase purchase intentions, mediated by customers` perceived value and perceived risk. Perceived risk also has a negative relations with perceived value. This study extends the existing research stream on place marketing. Based on the COO related theories, the present study confirms that POP can be a key factor in terms of building consumers` positive attitude for the regional products. This study also offers insight in to understanding of marketing strategy for the regional products. Specifically, results provide support for the contention that the application of place image and product-related origin informations is an effective way to increase the regional product`s marketing performance.

SNS이용자의 성격유형(외·내향성)을 조절효과로 고려한 SNS상의 사회적 자본과 정보원의 공신력이 구매의도에 미치는 영향

이희태,허재강,전계형 대한경영학회 2019 大韓經營學會誌 Vol.32 No.1

The purpose of this research is to explore the effect of SNS social capital and credibility of Information Source and the personality of SNS users on SNS purchase intention. In order to achieve the research objectives, social capital is divided into bonding and bridging social capital, and credibility of Information Source is divided into trustworthiness, expertness and attractiveness of the information source. Personality is divided into extraversion-introversion. First, we analyze the relationship between the effect of SNS bonding and bridging social capital on SNS purchase intention. Second, we examine whether credibility(trustworthiness, expertness and attractiveness) of information source influences SNS purchase intention. In addition, for each of the relationships, we analyze moderating effect of Personality(Extraversion-Introversion) of SNS users. The gender ratio of the specimen is males(54.7%) and females(45.3%). We analyze Cronbach's Alpha, Factor Analysis, Correlation Analysis, and Regression Analysis. As a result of the analysis, SNS bounding social capital has a negative effect on SNS purchase intention. SNS bridging social capital has a positive effect on SNS purchase intention. Trustworthiness of information source has a positive effect on SNS purchase intention. Expertness of information source does not have significant effect on SNS purchase intention. Attractiveness of information source has a positive effect on SNS purchase intention. Personality(ExtraversionIntroversion) does not have a moderating effect on the relationship between SNS social capital and SNS purchase intention. Extraversion has a positive Moderating effect on the relationship between trustworthiness of information source and SNS purchase intention. Introversion has a positive Moderating effect between expertness of information sources and SNS purchase intention. There was no Moderating Effect of Personality(Extraversion-Introversion) between attractiveness of information source and SNS purchase intention. 본 연구의 목적은 SNS 이용자 사이에서 형성된 사회적 자본, SNS 이용자의 성격특성(외향성, 성실성) 및 그들이 지각하는 정보원의 공신력이 SNS상에서 제공되는 제품 및 서비스의 구매의도에 미치는 영향을알아보고자 하였다. 첫 번째로 SNS상에 결속적·연계적 사회적 자본이 SNS상에서 제공된 제품 및 서비스에대한 구매의도에 미친 영향 관계를 분석하였다. 두 번째로 SNS 이용자들에게 지각된 정보원의 공신력(신뢰성, 전문성, 매력성)이 SNS상에서 제공된 제품 및 서비스에 대한 구매의도에 어떠한 영향을 미치는지 분석하였다. 세 번째로 SNS 사회적 자본과 정보원의 공신력이 구매의도에 미치는 영향 관계에 대해 SNS 이용자의 성격(외향성과 내향성)이 미치는 조절적인 영향에 대해 알아보았다. 실증 분석 결과, SNS상의 연계적 사회적 자본과 정보원의 신뢰성, 매력성이 구매의도에 정(+)의 영향을미쳤다. 반면 SNS상의 결속적 사회적 자본은 구매의도에 부정적인 영향을 정보원의 전문성은 유의미하지않은 것으로 나타났다. 외향적인 이용자는 내향적인 이용자에 비해 정보원의 신뢰성과 구매의도에 긍정적인조절 효과를 미쳤다. 반면 내향적인 이용자는 정보원의 전문성에 긍정적인 상호작용효과가 있음을 확인할수 있었다. 이러한 연구는 기업이 구매의도를 촉진시키기 위해 SNS상에서 어떠한 활동을 하는 것이 효과적인지 알려준다. 구체적으로 구매활동 촉진을 위해 SNS상에서 국소적이고 폐쇄적인 결속적 사회적 자본을 형성하기보다 다양한 정보의 유입이 쉬운 연계적 사회적 자본형성을 도와야 하며 SNS상에서 제품 및 서비스를보여줄 때 SNS이용자에게 정보나 정보전달자가 전문적이라고 지각되기보다 신뢰성있고 매력적이라고 지각되도록 접근해야한다. 마지막으로 SNS활동이 활발한 외향적인 SNS이용자의 구매의도를 자극하기 위해서는보다 신뢰성 있다고 지각할 수 있는 정보나 정보전달자를 활용하는 것이 효과적이다.