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ISSN : 1229-067X

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Vol.34 No.1
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온라인 구전효과 분석을 위한 확률모델: 커뮤니케이션 채널 유형과 구전내용에 따른 구매의도를 중심으로

The Impact of Electronic Word of Mouth on Consumer Behavioral Intention Depending on Communication Channel Types

한국심리학회지: 일반 / Korean Journal of Psychology: General, (P)1229-067X; (E)2734-1127
2015, v.34 no.1, pp.335-352
정선호 (경희대학교)
이승윤 (건국대학교)
한기림 (경희대학교)
정선호, 이승윤, & 한기림. (2015). 온라인 구전효과 분석을 위한 확률모델: 커뮤니케이션 채널 유형과 구전내용에 따른 구매의도를 중심으로. 한국심리학회지: 일반, 34(1), 335-352.
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초록

소비자들 사이에서 제품과 서비스에 대한 정보와 경험을 공유하는 구전 활동이 온라인 커뮤니케이션 채널의 다각화로 인해 큰 폭으로 확대되고 있다. 그런데 구전효과에 관한 다수의 이론적, 실증적 연구에도 불구하고 커뮤니케이션 채널에 따른 구전효과에 대한 연구는 국내외적으로 미미한 편이다. 본 논문에서 저자들은 이 연구주제를 다루기 위한 새로운 방법론적 접근을 제안하고 적용방안에 대해 논의하고자 한다. 구체적으로, 소셜 네트워크 사이트에서 현장실험을 통해 구축된 구전기록 데이터베이스를 이용한 분석방법으로 확률모델을 제안한다. 이 확률모델링을 통해 단방향성 커뮤니케이션 채널과 소비자 참여 방식의 양방향성 채널에 따른 온라인 구전이 구매의도에 미치는 영향을 검증하는 방법에 대해 논의한다. 본 논문은 그동안 소비자 연구에서 잘 다루어지지 못했던 구전정보의 채널과 구전효과에 대한 실증적 논의를 통해 구전 연구의 확대에 기여하고, 더 나아가 의사결정, 학습, 반응시간, 선택행동 등 인지과정 연구에서 주로 사용되어온 확률모델에 대한 방법론적 이해와 적용에 대한 관심을 높이는데 도움이 되고자 한다.

keywords
확률모델, 온라인 커뮤니케이션 채널, 구전내용, 바이럴 마케팅, 구전효과, 구매의도, 소셜미디어, Online communication channel, electronic word of mouth, purchase intention, probability model

Abstract

Consumers like to share their experiences with products and services through a variety of different communication channels. Since the advent of social media, they often communicate with others via social network site, blogs, and other online channels. While previous studies have mainly investigated the antecedents of consumers’ positive word-of-mouth (WOM) intentions and behaviors over social media, it still remains unclear how online communication channels affect consumer behavioral intention such as purchase intention. In this article, a stochastic model is presented to examine the relative effectiveness of online channels in improving marketing performance. The empirical results show that two-way channel has stronger impact on purchase intention than one-way channel.

keywords
확률모델, 온라인 커뮤니케이션 채널, 구전내용, 바이럴 마케팅, 구전효과, 구매의도, 소셜미디어, Online communication channel, electronic word of mouth, purchase intention, probability model

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