소매점포 추천자와의 유대관계와 집단동조성, 사전지식에 따른 구전효과 = The WOM Effects of Store Recommendation based on Tie Strength, Conformity and Prior Knowledge

다국어 초록 (Multilingual Abstract)

This study conducts experiment through 2×2×2 between-subjects factorial design to see the difference between word-of-mouth(WOM) effects on tie strength with store recommender and recommendee’s conformity and prior knowledge in purchase situation. As a result of ANOVA, in terms of strong tie, WOM is higher and there is no moderating effect of prior knowledge. However moderating effect of conformity appear significantly. When tie strength is strong, purchase intention appears higher regardless of conformity strength. Even if tie strength is weak and recommendee has high conformity, purchase intention in recommendation store also becomes higher. Also, these result shows the same result in terms of high prior knowledge, but in the case of low prior knowledge, WOM effect with strong tie becomes higher only when conformity is low.

국문 초록 (Abstract)

본 연구는 제품 구매상황에서 점포 추천자와의 유대관계 강도와 피추천자의 집단동조성 및 사전지식에 따라 구전효과가 어떻게 차이를 보이는지를 살펴보기 위해 2×2×2 집단간 요인설계를 통한 실험을 실시하였다. ANOVA 분석결과, 추천자와의 유대관계가 강한 경우와 약한 경우 모두 사전지식에 따른 구전효과의 차이가 나타나지 않았다. 또한 유대관계가 강한 경우에는 집단동조성에 따른 구전효과의 차이가 없었지만 유대관계가 약한 경우에는 집단동조성이 높은 경우에 구전효과가 더 높게 나타났다. 그리고 사전지식과 집단동조성 및 유대관계의 상호작용효과에서는 사전지식과 집단동조성이 모두 높은 경우에도 유대관계가 약할 때 구전효과가 가장 낮게 나타났다.

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