초록 열기/닫기 버튼
본 연구는 홍보용 소셜 네트워크 서비스를 통해 영화정보 습득시 소비자가 지각하는 정보품질에 영향을 주는 SNS 팔로워의 특성을 규명하고 지각된 정보품질이 구전의도에 미치는 영향을 규명하기 위한 것으로 실증분석을 통해 검증하고자 하였다. 팔로워 특성을 정보신뢰성, 반응성, 정보성, 친근성, 그리고 상호작용성으로 선정되었고 정성적 조사를 통해 선행변수가 무엇인지 확인해보고자 하였다. 또한 이런 특성들이 매개변수인 지각된 정보품질에 어떠한 영향을 미치는지 알아보고자 하였으며, 마지막 결과변수로 구전의도에 어떠한 결과를 가져오는지 검증하고자 하였다. 실증연구에서는, 1차적 정성적 조사를 통해 2차적 정량적 조사에서 설문을 수집하고, 수집된 설문지에 대해 PLS구조방정식을 이용하여 탐색적 요인분석, 신뢰도 분석, 확인적 요인분석 등을 실시하였다. 실증분석 결과를 토대로 연구결과를 요약하면 다음과 같다. 첫째, 본 연구에서는 홍보용 소셜 네트워크 서비스 내 팔로워들의 특성요인이 매개변수에 어떤 영향을 미치는지 확인해 보았다. 이에 정보신뢰성, 정보성, 상호작용성은 지각된 정보품질에 각각 긍정적인 영향을 미치는 것이 확인되었으나(가설 1-1, 가설 1-3, 가설 1-5) 그 외에 반응성과 친근성은 지각된 정보품질에 영향을 미치지 않은 것으로 나타났다(가설 1-2, 가설 1-4).
Social network service (SNS) is a sort of services which we can communicate with many people through network link. There are Twitter and Facebook of USA, and Cyworld of South Korea, etc. In terms of marketing academics view social networks between businesses and consumers in the new communication strategy, a new way to make them in terms of marketing a new business opportunity. The purpose of this study is to explore key characteristics of the followers in a promotional social network service of a movie that influence the information quality of the promotional social network service of a movie. Since SNS have become an important tool for marketing especially for movie products which is more risky to consumer, the perceptions of followers in a promotional social network service also became more important, so the finding of this study could be useful for marketers who intend to use promotional social network service as their marketing tool. The characteristics of followers that influence the information quality which consumer perceive in this study are information reliability, respondence, informative ability, intimacy, and interaction. As the study method, I interviewed social network service user who mainly search information of a movie through SNS and use there perceived follower characteristics in a movie promotional SNS as the independent variables in the research model. Then, I made up a survey. Data of survey is mostly collected from a sample of university students in Busan and was collected at on-line. 250 questionaries are distributed and except 26 unfaithful questionaries, 224 questionaries are used to acquire result. The result are summarized as follows. First, the characteristics of followers which effect on perceived information quality are "information reliability", "information ability" and "interactivity". Second, the perceived information quality of promotional have effect on the intention of WOM of the information which posted on the SNS. SNS has become more and more popular among companies as a marketing tool mainly because of its fast spreading through people network on the internet. In movie industry of South Korea, there are more than 40% of movies have a official Twitter to promote their movie, so we can say the findings of this study could be useful to marketers who intend to use promotional SNS as their marketing tool and researchers need to continue the study of SNS.
키워드열기/닫기 버튼
infomation trust, informativity, interactivity, perceived quality, word-of-mouth intention
