소셜네트워크와 관련된 마케팅 연구에서는 ‘허브’와 같이 네트워크에서 중심성이 높은 구성원이 소비자 의사결정에 미치는 영향에 주된 관심이 있었다. 반면 우리의 주된 관심사는 ‘다...
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https://www.riss.kr/link?id=A100089716
2013
Korean
브로커 ; 허브 ; 구조적 공백 ; 소셜네트워크서비스 ; Broker ; hub ; Structural hole ; Social Network Service
KCI등재
학술저널
1-22(22쪽)
7
0
상세조회0
다운로드국문 초록 (Abstract)
소셜네트워크와 관련된 마케팅 연구에서는 ‘허브’와 같이 네트워크에서 중심성이 높은 구성원이 소비자 의사결정에 미치는 영향에 주된 관심이 있었다. 반면 우리의 주된 관심사는 ‘다...
소셜네트워크와 관련된 마케팅 연구에서는 ‘허브’와 같이 네트워크에서 중심성이 높은 구성원이 소비자 의사결정에 미치는 영향에 주된 관심이 있었다. 반면 우리의 주된 관심사는 ‘다른 구성원이나 그룹 사이에 존재하면서 정보를 중개하는 ‘브로커’가 소비자 의사결정에 어떤 영향을 미치는가’이다. 세부적으로 1) 본인이 브로커의 위치에 있는 것이 제품 구매에 긍정적인 영향을 주는지, 2) 제품을 구매한 브로커가 이웃에 있을수록, 제품 구매에 긍정적인 영향을 주는지 등을 알아보고자 하였다. 또한, 브로커와 허브의 역할 비교를 위해 제품을 구매한 허브가 이웃으로 있을수록, 소비자의 제품 구매에 부정적인 영향을 주는지 에 대해서도 연구하였다. 국내의 소셜네트워크 서비스 데이터를 활용하여 분석한 결과, 소비자가 브로커일 경우 자신의 구매 가능성에 유의한 영향을 주지는 않았으나 제품을 구매한 브로커가 이웃에 있을수록 구매에 긍정적인 영향을 주는 것으로 나타났다. 또한 제품을 구매한 허브가 이웃에 있을수록 소비자의 구매에 부정적인 영향을 준다는 것을 알아냈다. 이는 소비자 자신이 허브 일수록 자신의 구매 가능성이 높아지는 현상과는 상반된 결과이다. 이러한 연구 결과는 기업에서 소비자의 소셜 네트워크 정보를 활용할 때, 허브와 같이 중심성이 강한 소비자 정보만을 고려하는 것보다 브로커에 대한 정보도 동시에 고려하는 것이 보다 좋은 성과를 가져올 것이라는 점을 시사한다.
다국어 초록 (Multilingual Abstract)
Most marketing research questions in social network analysis (SNA) are to identify high-centrality consumers such as hubs and to capture their impacts on decision making of consumers. On the other hand, we focused on the role of ‘brokers’ who faci...
Most marketing research questions in social network analysis (SNA) are to identify high-centrality consumers such as hubs and to capture their impacts on decision making of consumers. On the other hand, we focused on the role of ‘brokers’ who facilitate transactions and the flow of information between actors or groups. In detail, our research questions are 1) whether a broker positively affects her likelihood of product purchase, 2) whether the more brokers there exist in a consumer`s neighborhood, the higher is her likelihood of product purchase. In addition, we examined whether the more hubs there exist in a consumer`s neighborhood, the lower is her likelihood of product purchase. By analyzing the empirical data of a Korean social network service, we examined our research questions. The following are the results of this study. First, a broker has little impact on her purchase likelihood. Second, we found that when a consumer has more brokers in her neighborhood, she is more likely to purchase products. Moreover, we found that when a consumer has more hubs in her neighborhood, she is less likely to purchase products. The results show that when using social network information of consumers, firms need to consider not only roles of high-centrality consumers but also those of brokers.
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매몰비용의 질(quality)이 소비자 선택에 미치는 영향
학술지 이력
연월일 | 이력구분 | 이력상세 | 등재구분 |
---|---|---|---|
2026 | 평가예정 | 재인증평가 신청대상 (재인증) | |
2020-01-01 | 평가 | 등재학술지 유지 (재인증) | |
2019-05-10 | 학회명변경 | 영문명 : 미등록 -> Korean Marketing Association | |
2019-04-03 | 학술지명변경 | 외국어명 : Korean Marketing Review -> Korean Journal of Marketing | |
2017-01-01 | 평가 | 등재학술지 유지 (계속평가) | |
2013-01-01 | 평가 | 등재학술지 유지 (등재유지) | |
2010-01-01 | 평가 | 등재학술지 유지 (등재유지) | |
2008-01-01 | 평가 | 등재학술지 유지 (등재유지) | |
2006-01-01 | 평가 | 등재학술지 유지 (등재유지) | |
2003-01-01 | 평가 | 등재학술지 선정 (등재후보2차) | |
2002-01-01 | 평가 | 등재후보 1차 PASS (등재후보1차) | |
1999-07-01 | 평가 | 등재후보학술지 선정 (신규평가) |
학술지 인용정보
기준연도 | WOS-KCI 통합IF(2년) | KCIF(2년) | KCIF(3년) |
---|---|---|---|
2016 | 1.93 | 1.93 | 1.95 |
KCIF(4년) | KCIF(5년) | 중심성지수(3년) | 즉시성지수 |
2.03 | 1.94 | 4.016 | 0.3 |