Information Systems Review (경영정보학연구)

The Korea Society of Management Information Systems (한국경영정보학회)
권호 표지
DOI QR코드

DOI QR Code

Information Diffusion Difference by Product Type Based on Social Media Type

소셜 미디어 유형에 기반한 제품유형에 따른 정보 확산 차이

  • Heon Baek (School of Business, Sogang University)
  • 백헌 (서강대학교 경영전문대학원)
  • Received : 2017.06.13
  • Accepted : 2017.09.08
  • Published : 2017.09.30
Download PDF
⟨ Previous Next ⟩

Abstract

This study aims to understand the differences in the media characteristics of two types of media, namely, Blog and Twitter, as well as in their factors that affect product information diffusion. To achieve these objectives, the information diffusion pattern is identified by analyzing the number of product-related posts in each media based on the Bass model. The analysis results revealed that the information diffusion speed of hedonic goods was faster than that of utilitarian goods. Regardless of product type, Twitter had a higher imitation effect than Blog, while Blog had a higher innovation effect than Twitter. The results implied that users of Blog tended to find information by themselves while those of Twitter relied more on the others' evaluation than their own subjective evaluations of innovations.

본 연구는 소셜 미디어 이용자들의 상호작용을 통한 제품정보 확산 패턴으로 트위터와 블로그의 특성차이에 따른 영향력을 확인해 보고자 시도되었다. 이에 각 매체에서의 제품정보에 관한 포스팅 수를 이용하여 바스모형을 통해 정보확산패턴을 확인해 보았다. 분석 결과 첫째, 블로그와 트위터 모두에서 실용재에 비해 쾌락재가 정보확산 속도가 빨랐다. 둘째, 제품유형에 관계없이 트위터는 블로그에 비해 모방효과의 영향력이 높게 나타났으며, 블로그는 트위터에 비해 혁신효과의 영향력이 높았다. 이를 통해 블로그는 트위터에 비해 이용자가 본인 스스로 직접적으로 정보를 찾는 경향이 더 높은 경향이 있으며, 트위터는 블로그에 비해 혁신에 대한 주관적 평가보다는 다른 사람으로의 전달된 평가에 더 의존하는 경향이 있음을 시사한다.

Keywords

References

  1. Ahmad, N., "Utilitarian and hedonic values of mobile services: A preliminary analysis from the users' perspective", Business & Accounting Review, Vol.9, 2012, pp. 69-83. 
  2. Babin, B. J., W. R. Darden, and M. Griffin, "Work and/or fun: Measuring hedonic and utilitarian shopping value", Journal of Consumer Research, Vol.20, No.4, 1994, pp. 644-656. 
  3. Baek, H. and H. J. Hwang, "Measuring gratification of social media use in kazakhstan using niche theory", International Journal of Multimedia and Ubiquitous Engineering, Vol.9, No.12, 2014, pp. 453-462. 
  4. Baek, H. and J. H. Kim, "A study on the difference in information sources for the information dissemination of product type: Focus on twitter", Global e-Business Association, Vol.18, No.1, 2017, pp. 205-217. 
  5. Bass, F. M., "Comments on a new product growth for model consumer durables the bass model", Management Science, Vol.50, No.12, 2004, pp. 1833-1840. 
  6. Bass, F., "A new product growth model for consumer durables. management sciences", Management Science, Vol.15, No.5, 1969, pp. 215-227. 
  7. Bei, L.-T., E. Y. Chen, and R. Widdown, "Consumers' online information search behavior and the phenomenon of search vs. experience products", Journal of Family and Economic Issues, Vol.25, No.4, 2004, pp. 449-467. 
  8. Blackshaw, P. and M. Nazzaro, Consumer-Generated Media (CGM) 101: Word-of-Mouth in the Age of the Web-Fortified Consumer, Nielsen Buzz Metrics, New York, NY, 2006. 
  9. Chu, W. and W. Chu, "Signaling quality by selling through a reputable retailer: An example of renting the reputation of another agent", Marketing Science, Vol.13, No.2, 1994, pp. 177-189. 
  10. Clement, M., S. Fabel, and C. Schmidt-Stolting, "Diffusion of hedonic goods: A literature review", The International Journal on Media Management, Vol.8, No.4, 2006, pp. 155-163. 
  11. Drezner, D. and H. Farrell, The Power and Politics of Blogs, American Political Science Association, 2004. 
  12. Evans, D., Social Media Marketing: The Next Generation of Business Engagement, John Wiley & Sons, New York, NY, 2010. 
  13. Gatignon, H., J. Eliashberg, and T. S. Robertson, "Modeling multinational diffusion patterns: An efficient methodology", Marketing Science, Vol.8, No.3, 1989, pp. 231-247. 
  14. Grossman, S. J., "The informational role of warranties and private disclosure about product quality", The Journal of Law and Economics, Vol.24, No.3, 1981, pp. 461-483. 
  15. Hirschman, E. C., "Innovativeness, novelty seeking, and consumer creativity", Journal of Consumer Research, Vol.7, No.3, 1980, pp. 283-295. 
  16. Hoffman, D. L. and T. P. Novak, "Marketing in hypermedia computer-mediated environments: Conceptual foundations", The Journal of Marketing, Vol.60, No.3, 1996, pp. 50-68. 
  17. Huang, Y. C., H. Baek and C. G. Yang, "A study on social media market competition based on user gratification", Journal of Korea Society of Industrial Information Systems, Vol.19, No.2, 2014, pp. 105-117. 
  18. Karahanna, E. and D. W. Straub, "The psychological origins of perceived usefulness and ease-of-use", Information & Management, Vol.35, No.4, 1999, pp. 237-250. 
  19. Lacher, K. T., Hedonic Consumption: Music as a Product, ACR North American Advances, 1989. 
  20. Lee, S. G., S. Trimi, and C. Kim, "The impact of cultural differences on technology adoption", Journal of World Business, Vol.48, No.1, 2013, pp. 20-29. 
  21. Mahajan, V., E. Muller, and Y. Wind, "New-Product Diffusion Models", Kluwer, Boston, MA, 2000. 
  22. Mahajan, V., E. Muller, and F. M. Bass, "New product diffusion models in marketing", Journal of Marketing, Vol. 54, 1990, pp. 1-26 
  23. Matheson, D., "Weblogs and the epistemology of the news: Some trends in online journalism", New Media & Society, Vol.6, No.4, 2004, pp. 443-468. 
  24. Mitra, K., M. C. Reiss, and L. M. Capella, "An examination of perceived risk, information search and behavioral intentions in search, experience and credence services", Journal of Services Marketing, Vol.13, No.3, 1999, pp. 208-228. 
  25. Mudambi, S. M. and D. Schuff, "What makes a helpful review? A study of customer reviews on Amazon.com.", MIS Quarterly, Vol.34, No.1, 2010, pp. 185-200. 
  26. Nelson, P., "Advertising as information", Journal of Political Economy, Vol.82, No.4, 1974, pp. 729-754. 
  27. Park, C. and T. M. Lee, "Information direction, website reputation and eWOM effect: A moderating role of product type", Journal of Business Research, Vol.62, No.1, 2009, pp. 61-67. 
  28. Regan, T., "Weblogs threaten and inform traditional journalism", Nieman Reports, Vol.57, No.3, 2003, pp. 68-70. 
  29. Reinold, T. and J. Tropp, "Integrated marketing communications: How can we measure its effectiveness?", Journal of Marketing Communications, Vol.18, No.2, 2012, pp. 113-132. 
  30. Rha, J. Y., Consumers in the Internet Era: Essays on the Impact of Electronic Commerce from a Consumer Perspective (Doctoral Dissertation), The Ohio State University, 2002. 
  31. Shimp, T. A., "Attitude toward the ad as a mediator of consumer brand choice", Journal of Advertising, Vol.10, No.2, 1981, pp. 9-48. 
  32. Srinivasan, V. and C. H. Mason, "Technical note-nonlinear least squares estimation of new product diffusion models", Marketing Science, Vol.5, No.2, 1986, pp. 169-178. 
  33. Varnali, K. and A. Toker, "Self-disclosure on social networking sites", Social Behavior and Personality: An International Journal, Vol.43, No.1, 2015, pp. 1-13. 
  34. Venkatraman, N., L. Loh, and J. Koh, "The adoption of corporate governance mechanisms: A test of competing diffusion models", Management Science, Vol.40, No.4, 1994, pp. 496-507. 
  35. Wolinsky, A., "Prices as signals of product quality", The Review of Economic Studies, Vol.50, No.4, 1983, pp. 647-658.