How Ads Trigger eWOM Motive on SNS in China? : A Moderating Effect of Collective Intelligence
중국의 SNS에서 광고가 온라인 구전의도를 어떻게 촉발하는가?(집단지성을 조절효과로)
- 주제(키워드) 도움말 SNS , eWOM , advertising , tie strength , collective intelligence
- 발행기관 서강대학교 일반대학원
- 지도교수 김충현
- 발행년도 2013
- 학위수여년월 2013. 8
- 학위명 석사
- 학과 및 전공 도움말 일반대학원 신문방송학과
- 실제URI http://www.dcollection.net/handler/sogang/000000052498
- 본문언어 영어
- 저작권 서강대학교 논문은 저작권 보호를 받습니다.
초록/요약 도움말
Social networking services (SNSs) have become the key platform where people interact with companies and others. This research, focusing on one of the most important economic marketplace—China, is an attempt to examine how different factors of advertisements in terms of interactivity, personalization and invasiveness as well as people’s perception of tie strength with friends affect people’s intention of electronic word of mouth (eWOM) on SNS. Furthermore, since eWOM is a desire to share information with others, involving collective intelligence, this study suggests that collective intelligence should moderate the effect of advertising factors and tie strength on intention of eWOM. Over 400 SNS users in China including students and employee participated in a survey by completing a questionnaire through which to test the proposed hypotheses. In order to exclude the influence of people’ interests towards product, which might have affected people’s intention of eWOM, the questionnaire was conducted in two versions based on different virtual SNS advertisements according to product involvements (high/low). The laptop was considered as high-involvement product, on the other hand, laptop case was considered as low-involvement product based on extant researches, and has been confirmed through a pre-test. This study showed several implications that it adds to uses and gratification literature of which people are actively initiated to following behaviors (e.g. eWOM) and a theoretical definition of collective intelligence. What’s more, it supplies marketers with practical implication that how to establish the advertising strategy under different Chinese domestic SNS context according to tie strength.
more초록/요약 도움말
중국에서 소셜네트워크서비스(SNS) 의 으로 새로운 마케팅 전략으로 떠오르고 펼쳐 있다. 본 연구는 따라서 중국인터넷 환경에서 SNS광고는 어떻게 소비자들로 하여금 구전의도를 일으킬 수 있는지에 대해서 연구하고자 한다. 연구에서 중국 SNS광고의 특성을 고려하여 또한 SNS광고만의 속성을 측정하기 위한 상호작용성, 침입성, 개인화성 세가지로 선정되었다. 한편, SNS환경에서 지각된 유대관계의 강도 에 따른 구전효과의 차이를 측정하고자 하였다. 특히 소셜네트워크서비스(SNS)상에서 이루어지는 수많은 커뮤니케이션의 구전을 통해 지식이 생성되고, 정보가 공유해내는 집단지성을 조절변수로 알아보고자 한다. 연구 가설과 관련하여 중국 SNS 이용자 중 387 명 학생과 직장인한테 설문을 실시하였 답변을 휘귀분석 통해 검증하였다.
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