파트너간 커뮤니케이션 행동이 온라인 마케팅 제휴의 성과와 만족에 미치는 영향

국문 초록 (Abstract)

본 연구는 Mohr & Spekman (1994)의 전략적 제휴에서 커뮤니케이션 행동의 역할에 대한 연구를 바탕으로 세 가지 유형의 커뮤니케이션 행동이 제휴의 성과와 만족도에 서로 다른 영향을 미칠 것이라는 가설을 설정하고 온라인 마케팅 제휴에 대해 실증 분석하였다. 185개의 온라인 마케팅 제휴에 대한 설문조사 자료를 사용한 실증분석의 결과 세 가지 유형의 커뮤니케이션 행동 가운데 커뮤니케이션 품질은 제휴 만족도에 유의적인 영향을 미쳤고, 참여는 제휴 만족도에만 긍정적인 영향을 미쳤으며, 정보공유는 제휴의 성과에 긍정적인 영향을 미쳤다. 커뮤니케이션 품질과 참여의 효과는 제휴 체결 1년 이내인 집단에서만 유의적으로 나타났으며, 정보공유가 제휴 성과에 미치는 영향은 제휴 체결 기관과 무관하게 유의적으로 나타났다.

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