마켓 메이븐성이 인터넷 쇼핑몰 태도에 미치는 영향에 관한 연구 = A Study on the Effect of Market Mavenism on Internet Shopping Mall Attitude

다국어 초록 (Multilingual Abstract)

The purpose of this study is to examine the effect of consumer innovative characteristics on consumer unidimensionalist view of attitude for Internet shopping malls. This study tried to classify the consumer innovative character as consumer innovativeness and market mavenism through a literature review and examined the effect of consumer innovativeness and market mavenism on consumer attitude and behavior. Furthermore, we classified blog use tendency of consumers into three types: blog opinion leading, blog opinion seeking, and blog isolated to examine the different effects of consumer innovativeness and market maveism for each group. The analysis showed that consumer innovativeness and market maven concepts are separate and distinct. The empirical result indicated consumer innovativeness and market mavenism are positively related to consumer attitudes on Internet shopping malls and the effects is different between the group. In blog opinion leader group and blog isolated group, market mavenism is positively related to attitude on Internet shopping malls. In contrast, in blog opinion seeker group, market mavenism doesn't affect to the attitude. This results may provide the understanding of consumer innovative characteristic, blog communication strategy for marketer and further insights into internet marketing.

국문 초록 (Abstract)

본 연구는 인터넷 쇼핑몰에 대한 단일차원의 태도형성과정에 소비자들의 혁신적 특성이 미치는 영향을 살펴보는데 목적이 있다. 인터넷이 혁신적인 매체로 분류되는 만큼 인터넷 쇼핑몰을 이용하는 소비자들의 혁신적인 특성들을 소비자 혁신성과 마켓 메이븐성으로 구분하여 이들 특성이 인터넷 쇼핑몰에 대한 그들의 태도와 행동에 어떤 영향을 미치는가를 살펴보고자 하였다. 또한, 소비자들의 블로그 이용성향을 블로그 의견선도형, 블로그 의견추구형, 블로그 고립형으로 구분하여 각 집단간 소비자 혁신성과 마켓 메이븐성이 인터넷 쇼핑몰 태도에 미치는 영향력의 차이를 확인하였다.
본 연구의 실증분석 결과 소비자 혁신성과 마켓 메이븐성은 별개의 개념으로 분리되고 있었으며, 소비자 혁신성과 마켓 메이븐성이 높을수록 소비자들은 인터넷 쇼핑몰에 대한 호의적인 태도를 갖는 것으로 확인되었다. 블로그 이용성향에 따라 구분한 집단의 분석결과, 블로그 의견선도형과 블로그 고립형의 소비자의 경우 마켓 메이븐성이 인터넷 쇼핑몰 태도에 유의한 영향을 미치는 것으로 나타났으며, 블로그 의견추구형의 경우에는 마켓 메이븐성이 인터넷 쇼핑몰 태도와 유의한 관계가 없는 것으로 나타났다. 즉, 마켓메이븐성이 높은 소비자는 인터넷 쇼핑몰에 대한 태도와 이용의도가 높으며, 특히 블로그의 이용성향이 높은 소비자들 가운데 마켓 메이븐성이 높은 소비자들이 인터넷 쇼핑몰에 대한 태도와 이용의도가 높은 것을 알 수 있었다. 본 연구의 결과는 인터넷 쇼핑몰 마케터에게 유용한 시사점을 제공할 것으로 기대된다.

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