스폰서 포스트의 콘텐츠 지향적 가치가 소비자의 구매의도에 미치는 영향 : 자기해석의 조절효과를 중심으로 = Role of sponsored post content-oriented value in enhancing customers’ purchase intentions : The moderating role of self-construal

다국어 초록 (Multilingual Abstract)

In the era of digital technology, companies increase their attention paid to the role of social media. Owing to growing interest in social media, marketers, and researchers paid more and more attention to online social media, and have launched many kinds of research and strategies. Due to existed papers, researchers have confirmed that consumers prefer user-generated posts to brand posts, therefore, sponsored posts in the platform of social media have become a well-known marketing tool, being widely taken use of.
Although the information provided by companies or sponsored by companies will be seen as lack of trustworthiness and credibility, if the content of a post is good enough, consumers won’t care about whether or not the post is sponsored.
In this point of view, we put our chief emphasis where it belongs on posts’ contents. We proposed that content-oriented value of posts has an impact on consumers’ perceived brand equity and purchase intentions(Hypothesis 1-3). Apart from that, prior studies have shown the effect of self-construal on content persuasion. So that, we predicted the congruence between self-construal and content-oriented value could improve consumers' perceived brand equity and purchase intentions(Hypothesis 4-7).
To test our hypotheses, we conducted an experiment in which respondents (N=375, 56.8% female) living in China participated in this study. The data were analyzed with the SPSS 26.0 program and Smart PLS 4.0 program. The results were shown as follows. First, both the two kinds of content-oriented value have a significant positive(+) effect on consumers' perceived brand equity and purchase intentions. Also, brand equity significantly mediated the effect of sponsored post content-oriented value on purchase intentions(Hypothesis 1-3 was supported). Then, we emphasized the moderating effect of self-construal. Specifically, for consumers with high interdependent self-construal, the effect of sponsored post emotional content-oriented value on brand equity and purchase intentions will get stronger. On the contrary, the effect of sponsored post functional content-oriented value on purchase intentions will get weaker. In the case of consumers with high independent self-construal, the effect of sponsored post emotional content-oriented value on brand equity and purchase intentions will get weaker. Oppositely, the effect of sponsored post functional content-oriented value on brand equity will get stronger(Hypothesis 5,6 was supported, and Hypothesis 4,7 was partially supported). Generally speaking, this study confirmed that content-oriented value of sponsored post, and an interaction of content-oriented value and self-construal have an effect on influencing brand equity and purchase intentions.
Since so far, content marketing has gotten hold of great progress, however, there are few studies that pay attention to posts’ content type and the congruence between self-construal and content-oriented value among existed researches about sponsored post. Hence, this study has significance in that it examined the effectiveness of the congruence between self-construal and content-oriented value.

목차 (Table of Contents)

• 제1장 서론 1
• 1.1. 연구배경 1
• 1.2. 연구목적 2
• 제2장 이론적 배경 5
• 2.1. 스폰서 포스트 5
• 2.2. 콘텐츠 유형 6
• 2.3. 콘텐츠 지향적 가치 7
• 2.4. 구매의도 9
• 2.5. 고객기반 브랜드 자산 10
• 2.6. 자기해석 11
• 제3장 연구모형 및 가설설정 13
• 3.1. 콘텐츠 지향적 가치가 구매의도에 미치는 영향 13
• 3.2. 브랜드 자산을 통해 콘텐츠 지향적 가치가 구매의도에 미치는 영향 16
• 3.3. 자기해석에 따른 조절효과 18
• 제4장. 연구 설계 24
• 4.1. 측정도구 24
• 4.2. 예비조사 27
• 4.3. 데이터 수집 절차 28
• 제5장 연구결과 29
• 5.1. 인구통계학적 특성 29
• 5.2. 측정도구의 신뢰성 및 타당성 분석 30
• 5.2.1. 탐색적 요인분석 30
• 5.2.2. 신뢰성 분석 33
• 5.2.3. 타당성 분석 33
• 5.3. 가설검증 37
• 5.3.1. 콘텐츠 지향적 가치가 구매의도에 미치는 직접효과 및 브랜드 자산의 매개효과 37
• 5.3.2. 상호의존적 자기해석의 조절효과 40
• 5.3.3. 독립적 자기해석의 조절효과 45
• 제6장 총론 49
• 6.1. 연구 결과 요약 49
• 6.2. 연구의 시사점 52
• 6.3. 한계 및 향후 연구방향 53
• <참고문헌> 55
• <Appendix A> 포스트 시나리오 67
• <Appendix B> 본 설문지 69