제품 관여수준과 인터넷 구전메시지 유형이 소비자 커뮤니케이션에 미치는 영향 -FCB 모델에 따른 제품과 인터넷 쇼핑몰의 구매 댓글을 중심으로-

다국어 초록 (Multilingual Abstract)

Following is discovered in this study by some. First, attribute(product/non- product) of that truth that get through experiment of this study is WOM deduced result that have statistical meaning in dependent variable which is public trust only in this study. Specially, information by word of mouth type received High positive response more with non-product information by word of mouth attribute than the product attribute in all experiment products that is parted according to involvement. Consumer's response by involvement level of product can affect for site attitude, public trust, and intention to purchase by second. For example, consumer's site attitude has induced the most positive response, and can confirm positive response of High consumer most in that involvement sensitivity product in that participation reason type product and could confirm response that is the most positive in that involvement reason product even if there is for intention to purchase. Result of this study is grasped that have High mean value relatively in site attitude, product attitude, information by word of mouth effect, public trust, brand attitude, purchase intention etc. generally that product involvement and information by word of mouth attribute are interrelation by third. This can change fairly data processing process according to consumer's Involvement Level, behavior deterministic process, consumer's action with attitude formation process, and involvement for products. High occasion than is low incline more efforts in information retrieval and is discreet result such as study finding of produce.

목차 (Table of Contents)

• Ⅰ. 서 론
• Ⅱ. 이론적 배경
• 1. 구전의 개념
• 2. 온라인 구전
• 3. 오프라인 구전과 온라인 구전의 차이
• 4. 메시지의 내용
• Ⅲ. 연구가설
• Ⅳ. 연구방법
• 1. 실험설계
• 2. 실험 광고물
• 3. 조사대상 및 표집방법
• 4. 종속변인
• Ⅴ. 결과분석
• 1. 종속변인에 대한 신뢰도 검정
• 2. 연구가설 검증
• Ⅵ. 결과 및 논의
• 참고문헌
• Abstract