소비자의 개인적 성향이 구전커뮤니케이션에 미치는 영향 = The Influences of Consumer`s Individual Characteristics on Word-of-Mouth Communication

국문 초록 (Abstract)

구전은 특정 브랜드에 대한 성공적인 마케팅커뮤니케이션을 수행하는 데 강력한 도구가 될 수 있다. 본 연구에서는 이와 관련하여 소비자의 개인적 성향이 구전커뮤니케이션 효과에 어떤 영향을 미치는지 살펴보고자 했다. 연구결과, 광고이용동기와 광고에 대한 일반태도, 그리고 광고이미지 유용성과 같은 변인들은 브랜드 인지와 구매의도 측면에서 소비자의 구전커뮤니케이션에 영향을 미치지 않는 반면 또래집단 민감성은 구전커뮤니케이션에 유의적인 영향을 미치는 것으로 나타났다. 또한 브랜드 태도 측면에서는 또래집단 민감성과 광고에 대한 일반태도 모두가 구전커뮤니케이션에 영향을 미치는 것으로 나타났다. 또한 외적 통제의 성향이 높은 개인일수록 자기 주변 지인들과의 구전커뮤니케이션을 선호하는 경향이 있으며 반면 내적 통제의 성향이 높은 개인일수록 타인과의 구전커뮤니케이션을 추구하는 경향을 있음을 발견하였다.

다국어 초록 (Multilingual Abstract)

Word-of-mouth can be a powerful tools for successful marketing communication program of a brand. The purpose of this research was to investigate the consumer`s individual characteristics on word-of-mouth communication. The result showed that individual`s level of susceptibility to peer group was significant predictor on word-of-mouth communication in terms of brand awareness and buying intention while variables such as motivation for using advertising, general attitude toward advertising and social image utility of advertising had no significant effect on it. And both level of susceptibility to peer group and general attitude toward advertising were significant predictor on word-of-mouth communication in terms of brand attitude. In addition, the research findings also indicate that individuals having a high level of internal locus of control were more likely to engage in word-of-mouth communication with their out group while individuals having a high level of external locus of control were more likely to engage in word-of-mouth communication with their in group.

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