SNS 구매후기는 누구의 마음을 움직이는가?

• 영문명: Who Can be the Target of SNS Review Marketing? : A Study on the SNS Based Marketing Strategy
• 발행기관: 한국IT서비스학회
• 저자명: 심선영(Seonyoung Shim)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제11권 제3호, 103~127쪽, 전체 25쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2012.09.30

영문 초록

With the advent of SNS (Social Network Services), the product reviews by friends in SNS are intensively utilized for online marketing. However, there is a lack of empirical evidence on the actual marketing effect of SNS reviews, although we need to identify who can be the target of SNS marketing in terms of customer attributes, preferences, or experiences. In this study, we investigate the moderating role of customer attributes in identifying the effect of SNS reviews on customer purchasing decision. As the moderating variables, we adopt ‘information search experience’ and ‘perception of information overload’. Research results evidence that, in order to understand the effect of SNS reviews in a comprehensive manner, we need to examine it in the context of various related factors such as ‘information search experience’ and ‘perception of information overload’. The results show that the persuading effect of SNS reviews for product purchasing is stronger for the customers with the lower information search experiences as well as the lower perception on the information overload on the web. This result delivers managerial implications on who can be the target customers of SNS marketing.

목차

Abstract

1. 서론

2. 이론적 배경 및 연구 가설

3. 연구방법

4. 연구 결과

5. 결론

참고문헌

〈부록 1〉 상품설명 및 구매후기

저자소개

키워드

SNS Reviews SNS Marketing Information Overload Online Search Experience