학술논문
UGC 구전정보의 방향성이 제품관여도에 따라 소비자 구매의사 결정과정에 미치는 영향 : UGC 사용후기를 바탕으로 구매하는 중국 소비자 중심 / The Effect of UGC's Direction on the Decision-making Process of Consumer Purchase based on Product Involvement
Document Type
Dissertation/ Thesis
Source
Subject
Language
Korean
Abstract
UGC는 최근 몇 년 동안 학계의 주목을 받아 왔으며 네트워크 자원 조직과 창조의 새로운 형식이다. 웹 2.0시대의 도래에 따라 소비자들이 갈수록 점점 더 많은 플랫폼에서 능동적 방식을 통해 다양한 UGC를 활용하여 구입한 제품에 대한 평가를 하여 입소문이 형성 되고 새로운 브랜드 홍보에 큰 영향을 미쳤다.본 연구는 UGC상에서 발생하는 온라인 구전 역할의 증대에 따라 구전정보의 방향성이 소비자 인지, 태도, 구매의도에 미치는 영향을 살펴보고 제품관여도에 따라 소비자 구매의사 결정과정에 미치는 영향관계를 실증적으로 검증하고자 하였다.뿐만 아니라 본 연구는 중국 소비자를 대상으로 UGC 정보의 방향성이 제품 구매 의사결정 과정에 미치는 영향 관계를 살펴보고, 이 때 관여도에 따라 어떠한 차이가 나타나는지 비교하고자 한다. 분석 결과 첫째, 가설과 같이 소비자에게 긍정적 온라인 구전 정보가 부정적 온라인 구전정보보다 소비자 이 제품에 대한 인지,태도 형성,그리고 구매결정의사에 더 큰 영향을 미치는 것으로 나타났다. 둘째, 관여도에 따라 소비자 구매 결정 과정의 각 단계에 방향성이 미치는 상대적 영향과 관여도에 따라 효과가 다 달라지는 것을 발견했다. 이러한 결과를 바탕으로 본 연구는 중국 온라인 시장으로의 진출을 희망하는 기업이 중국소비자를 대상으로 온라인 구전정보를 효과적으로 관리하고 마케팅수단으로 활용할 수 있도록 실무적 성과 극대화를 위한 마케팅 전략에 대한 지침을 제공하고자 하였다. 끝으로 향후 연구방향을 제시하였다.
The The UGC has been in the academic spotlight in recent years and is a new form of network resource organization and creation. With the advent of the Web 2.0 era, word of mouth and new brand promotions were greatly influenced by consumers' active use of various UGC's to evaluate products purchased on more and more. The purpose of this study was to examine the effect of direction of oral information on consumer perception, attitude, and purchase intention according to the expanding role in UGC and to verify empirically the relationship of influence on consumer's decision-making process based on product involvement.In addition, this study looks at the relationship between the impact of orientation of UGC information on the decision-making process of product purchase in Chinese consumers, and compares how differences are produced depending on the degree of involvement.The analysis found that positive online oral information for consumers, such as hypotheses, has a greater impact on consumer awareness, attitude and purchasing decision making than negative online oral information.Second, we found that depending on the degree of involvement, the effectiveness of orientation at each stage of the consumer's purchasing decision process varied.Based on these results, this study was designed to provide guidance on marketing strategies for maximizing practical performance so that companies wishing to enter the Chinese online market can effectively manage online oral information and use it as a marketing tool for Chinese consumers. Finally, future research directions were presented.
The The UGC has been in the academic spotlight in recent years and is a new form of network resource organization and creation. With the advent of the Web 2.0 era, word of mouth and new brand promotions were greatly influenced by consumers' active use of various UGC's to evaluate products purchased on more and more. The purpose of this study was to examine the effect of direction of oral information on consumer perception, attitude, and purchase intention according to the expanding role in UGC and to verify empirically the relationship of influence on consumer's decision-making process based on product involvement.In addition, this study looks at the relationship between the impact of orientation of UGC information on the decision-making process of product purchase in Chinese consumers, and compares how differences are produced depending on the degree of involvement.The analysis found that positive online oral information for consumers, such as hypotheses, has a greater impact on consumer awareness, attitude and purchasing decision making than negative online oral information.Second, we found that depending on the degree of involvement, the effectiveness of orientation at each stage of the consumer's purchasing decision process varied.Based on these results, this study was designed to provide guidance on marketing strategies for maximizing practical performance so that companies wishing to enter the Chinese online market can effectively manage online oral information and use it as a marketing tool for Chinese consumers. Finally, future research directions were presented.