• 디지털융복합연구
• /
• 제14권10호
• /
• pp.241-252
• /
• 2016

본 연구는 신제품의 출시가 범람하는 시장환경 속에서 기존의 전통적인 대중매체를 이용한 마케팅 커뮤니케이션과 다르게 진화하는 구전커뮤니케이션을 설명하기 위한 것이다. 디지털디바이스를 이용한 인터넷 사용이 일반화되면서 블로그, 인터넷카페 등에서 다양한 커뮤니케이션이 활성화되고 있다. 동시에 마켓메이븐을 커뮤니케이션의 촉진자로 활용하는 현상이 증대하고 있다. 기업은 불확실성이 높은 신제품 확산을 촉진하기 위해 새로운 시각에서 커뮤니케이터를 고려할 필요가 있고, 커뮤니케이터로써 마켓메이븐은 마케팅활동에 좀 더 의미가 있을 것으로 보인다. 이에 따라 마켓메이븐이 혁신적인 제품의 구전과정에 영향을 미치는지 조절효과를 통해 살펴보고자한다. 실증연구 결과 제품의 지각된 혁신성과 제품에 대한 지각된 호기심은 제품의 구전의도에 긍정적인 영향을 미치는 것으로 나타났고, 이러한 과정에서 마켓메이븐이 미치는 조절효과가 나타났다.

• 경영과정보연구
• /
• 제36권1호
• /
• pp.95-114
• /
• 2017

본 연구의 목적은 SNS에 적합한 정보속성을 탐색하고, SNS에서 정보의 생성과 확산에 기여하는 개인이나 집단과 그 영향을 확인하는 것이다. 연구자들은 SNS환경에 적합한 정보속성으로 정확성, 양면성, 참신성, 다양성과 경험성의 다섯 요인을 추출하고, 제 변수와 정보의 유용성 및 정보 확산 의도의 인과관계를 분석하였다. 또한 SNS에서 정보를 수용하고 편집하며 정보확산을 주도하는 개인 또는 소비자인 마켓메이븐의 역할과 함께 변수 간 관계에 대한 마켓메이븐경향의 조절효과를 검증하였다. 연구가설의 검증을 위해 549개의 온라인설문자료를 이용하였으며, 연구 결과는 다음과 같다. SNS정보속성 중에서 정확성, 양면성, 경험성 요인이 사용자의 정보유용성 지각에 긍정적인 영향을 미쳤으나, 참신성과 다양성 요인은 통계적 인과관계를 발견하지 못하였다. 전체집단과 달리 마켓메이븐경향이 높은 집단에서는 정확성과 경험적 요인이 정보의 유용성지각에 약하거나 부정적인 영향을 주었고, 전체 SNS 사용자집단에서 기각되었던 참신성과 다양성 요인은 유용성지각에 긍정적인 영향을 미치는 것으로 나타났다.

• 복식문화연구
• /
• 제25권5호
• /
• pp.593-610
• /
• 2017

In order to identify the antecedents of internet purchasing intention toward fashion items, this study examines shopping-related variables as both direct antecedents of internet purchasing intention, and as indirect antecedents of internet purchasing intention through online-related variables. Impulse buying and market mavenism were considered as shopping-related variables, whilst online interaction readiness and online consumer procrastination were considered as online-related variables. It was hypothesized that impulse buying and market mavenism not only directly influence purchasing intention toward fashion items, but also indirectly influence it through online interaction readiness and online consumer procrastination. Data were gathered by surveying university students in Seoul using convenience sampling. A total of 286 questionnaires were used in the statistical analysis. SPSS was used for exploratory factor analysis, and AMOS was used for confirmatory factor analysis and path analysis. The factor analysis of market mavenism, impulse buying, and online consumer procrastination revealed one dimension, whilst the factor analysis of online interaction readiness revealed two dimensions: 'online relationship' and 'internet role.' Tests of the hypothesized path proved that impulse buying indirectly influences internet shopping intention only through online consumer procrastination, whereas market mavenism influences internet shopping intention indirectly through both online interaction readiness and online consumer procrastination. The results will be useful for Internet shopping mall marketers and for future study.

• 한국의류학회지
• /
• 제36권5호
• /
• pp.562-572
• /
• 2012

Market mavens are known as powerful consumers for the diffusion of market information in general fields. This study investigates the market mavens in fashion consumers. Data were gathered by surveying university students in Seoul, using convenience sampling; 312 questionnaires were used in the statistical analysis. This study proved that consumers recognized the existence of market mavens and the importance of market mavens' information and their evaluations. In regards to the demographic factors, the more clothing expenditures and family income then the higher the tendencies of the market maven. Market mavens were consumers who were aware of marketer's persuasion but showed no differences in marketplace interfaces. Market mavens were particularly interested in dressing styles and were highly convinced in their abilities to make fashion decisions.

• 복식문화연구
• /
• 제26권2호
• /
• pp.172-187
• /
• 2018

For the past decade, the convenience of sharing information online has improved drastically with the development of smart devices and social media. Such changes have contributed to regarding online word-of-mouth (WOM) as one of the most important consumer information sources. Therefore, the purpose of this study is to examine online WOM effects (acceptance/redelivery intention) with the two-way interaction effects of fashion involvement and the market maven. The empirical study consisted of an offline survey that collected data from 341 respondents and analyzed the data by factor analysis, independent t-test, and two-way ANOVA with SPSS 20.0, producing the following results. First, the market maven effect was found to differ significantly based on the level of fashion involvement, and is also higher when fashion involvement is high. Second, fashion involvement primarily affected online WOM acceptance, while the market maven significantly affected redelivery intention. Moreover, fashion involvement and market maven had relevant two-way interaction with both of the online WOM effects. Third, market maven had measurable effects on WOM redelivery types (objective/subjective) and directions (positive/negative/ neutral), whereas fashion involvement did not have any primary effects on them. However, fashion involvement and market maven had two-way interaction effects on the positive and negative direction of WOM redelivery. Based on these findings, the study suggests the importance of investigating and understanding the complicated online WOM behaviors of consumers, specifically from both managerial and theoretical perspectives.

• 한국콘텐츠학회:학술대회논문집
• /
• 한국콘텐츠학회 2010년도 춘계 종합학술대회 논문집
• /
• pp.240-242
• /
• 2010

본 연구는 입소문 마케팅에 있어서 구전(口傳)영향력자의 특성과 유형에 연구의 초점을 두고 입소문네트워크 속에서 어떤 특성의 소유자가 입소문영향력자가 되는가를 분석하고자 한다.

• 디지털융복합연구
• /
• 제6권4호
• /
• pp.91-104
• /
• 2008

This study notes the growing importance of online community as a means of building customer relationships. The author aims to identify how to communicate in an online community on preannounced new products, and test social influence that influence word-of-mouth of consumers, and confirm moderate effect of market maven between social influence and word-of-mouth activity in on-line community. The main findings are that social influence such as internalization and conformity positively influence word-of-mouth communication on online community. And moderate effect of market maven confirm between social influence(internalization and confirmity) and word-of-mouth activity.

• 복식
• /
• 제64권5호
• /
• pp.30-49
• /
• 2014

Mobile shopping, through the use of the smart phone, has become a very popular shopping method for consumers due to it not being limited by time or place. This research aims do the following:1)find the causes for consumers shifting to mobile shopping with the focus on fashion and beauty items; and in order to so, this research will use the TAM that was found by David et al (1989), and 2) distinguish any behavioral differences between consumer groups divided into purchasing intention of fashion and beauty items through smart phone. Path analysis was performed to verify the cause-and-effect relationship between the variables. Personal characteristics(i.e. market maven, time orientation), perceived usability, ease of use, attitude towards mobile shopping, and purchase intentions were all treated as dependant variables. The results showed that attitude towards mobile shopping was the most important variable on mobile shopping intentions. Time-oriented and Market Maven were thought to affect mobile shopping attitude and the dependent variables of purchase intention. Also, when purchasing smart phones, consumers highly valued smart phone's popularity; people with higher purchasing intention mainly used entertainment and utility apps. The following are the main reasons for not purchasing through mobile shopping: they are slower than computers, inconveniences in viewing due to small size of the screen, and security issues. The consumers used the internet as their main source of acquiring daily information. In this research, factors that affect the purchase intention were studied. However, it is difficult to firmly insist that this research correctly predicts the actual purchase intention-further studies need to be done to investigate the relationship between mobile purchase intention and actual purchase intention.

• 복식
• /
• 제65권7호
• /
• pp.101-117
• /
• 2015

Along with the development of overall internet service, online fashion communities appeared and have started to thrive. The growth of mobile service has led to an even bigger expansion of these communities, and will wield a strong influence for the foreseeable future. The purpose of our study is to investigate the relationship between the behavior of these fashion communities and personality characteristics of the community features. For our data analysis, our study used 302 men and women, aged from their 20's and their 40's. The study results are as follows: First, some features, such as interaction, entertainment, promotion, information, and system technique, were drawn as the factors of the online fashion communities. Second, we could divide the community behavioral types into three different groups: buyer, maven, and onlooker groups. Third, all three groups showed different community characteristics. The primary concern for the buyer group was promotion while the mavens and the on-lookers were most interested in information. Fourth, they also showed different demographic characteristics in terms of gender, age, duration of membership, on-line time per visit and number of visits per week. These results show that a new strategy is necessary for online fashion communities to differentiate themselves and their marketing to consumers and their community behavioral types.

• 한국산학기술학회논문지
• /
• 제12권12호
• /
• pp.5819-5826
• /
• 2011

최근 치과 의료계는 장기화된 경기침체와 인력 공급 증가 및 의료기관의 양적 팽창, 의료소비자의 권리의식 향상과 의료소비 욕구의 다양화에 기인하여 의료산업의 경쟁이 심화되고 있다. 이로 인한 치과 의료기관 경영의 어려움은 치과 의료기관의 경쟁력 확보를 위한 노력을 요구하고 있다. 따라서 적은 비용으로 높은 마케팅 효과를 창출하는 구전 마케팅을 매스커뮤니케이션 마케팅의 새로운 대안으로 적극 활용해야할 필요가 있다. 이에 본 연구는 치과내원환자의 성격특성에 따른 고객충성도 및 구전효과 연구를 통해 치과 의료마케팅활동의 표적 집단을 정확히 파악하고 구전촉진요소를 제시함으로써 실무적 관점의 구전 마케팅 전략방안의 기초자료를 제시하고자 한다. 이를 위해 대구 소재 10개 치과의원을 대상으로 2011년 4월 11일부터 5월 6일 까지 4주 동안 설문을 통해 612부의 최종 분석 자료를 얻었다. 분석 결과는 다음과 같다. 대상자의 성격 특성에 따른 고객충성도 차이는 내 외 성향에서는 유의한 차이가 없었으며 마켓 메이븐 성향이 높게 나타난 대상자에게서 높은 고객충성도를 보였다(F=5.243, p=.006). 성격 특성에 따른 구전 효과 차이는 외향형의 대상자($x^2$=6.738, p=.006)와 마켓 메이븐 성향이 높은 대상자($x^2$=17.251, p=.000)에게서 더 많은 구전 경험 차이를 나타냈다. 본 연구 결과는 치과내원환자의 성격 특성에 따른 고객충성도 및 구전효과의 차별적 영향력을 밝히고 있으며 이를 통해 치과의료 마케팅 전략 수립에 있어 고려해야할 실무적 관점의 전략 수립 방안을 제시한 근거자료가 될 것이라 사료된다.