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Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 45, No. 3, pp.735-760
ISSN: 1226-1874 (Print)
Print publication date 30 Jun 2016
Received 26 May 2015 Revised 04 Jan 2016 Accepted 21 Feb 2016
DOI: https://doi.org/10.17287/kmr.2016.45.3.735

온라인 브랜드 커뮤니티 내 리뷰어의 내적속성과 사회적 지지에 따른 정보행동에 관한 연구

박지연*
*(주저자) 울산대학교 경영학과 초빙교수 lotte552@ulsan.ac.kr
The Effects of Reviewer’s Internal Traits and Social Supports on Informative Behavior in Online Brand Community
Ji Yeon Park*
*Visiting Professor, Business Administration Dept., Ulsan University, First Author lotte552@ulsan.ac.kr

초록

일반적인 커뮤니티에 비해 온라인 브랜드 커뮤니티에서 공유되는 브랜드 정보들은 전문성과 신뢰성의 특징을 갖고 있어 이것이 잠재 소비자들의 구매행동에 미치는 영향력은 상당하다. 그로인해 온라인 브랜드 커뮤니티에서 소비경험과 의견을 생성하거나 전달하는데 적극적인 리뷰어의 내적속성에 대한 이론적 연구의 필요성이 요구되고 있다. 본 연구는 리뷰어의 정보행동은 자기의지에 따른 자기노출적 행위라는데 초점을 두고, 자기(self)관련 내적속성 요인인 자기고양적 동기와 공적 자의식을 도출하였다. 이 두 내적속성 요인이 리뷰어의 정보행동과 어떻게 관련성이 있는지, 그리고 정보생성과 정보전달로 구분한 정보행동 유형에 미치는 영향에 차이가 나타나는지를 실증 분석하였다. 또한 수신자로부터 제공되는 사회적 지지, 특히 정서적 지지와 정보적 지지에 의해 리뷰어의 내적속성과 정보행동간 관계에 어떤 차이가 나타나는지 분석하였다. 온라인 브랜드 커뮤니티에서 리뷰어로 활동한 경험이 있는 응답자들을 대상으로 설문조사를 실시하였다. 분석결과, 리뷰어의 자기고양적 동기와 공적 자의식은 정보생성 및 정보전달에 유의한 영향을 미쳤으며, 특히 자기고양적 동기가 정보행동 두 가지 유형 모두에 더 크게 영향을 미쳤다. 또한 자기고양적 동기와 공적 자의식은 정보전달보다는 정보생성과 관련성이 높은 것으로 나타났다. 마지막으로 정서적 지지와 정보적 지지의 조절적 영향력을 살펴보았다. 높은 정보적 지지를 높게 지각한 경우에는 공적 자의식이 정보생성에 더 강한 영향을 미치는 것으로 나타났다. 반면, 낮은 정서적 지지의 경우에는 자기고양적 동기가 정보전달에 더 강한 영향을, 낮은 정보적 지지의 경우에는 자기고양적 동기가 정보생성에 더 강한 영향을 미치는 것을 확인하였다.

Abstract

As a consequence of enhanced importance of brand, it has been understood as one of intangible assets which creates value for corporations and strategic trend in business management has been changed with brand value as the core. Online brand community is an interactive place in which the relationship between consumers and brand is created and developed, and accordingly it is the place which people share interests and experiences and interaction is found in. Online brand community can form an important role which maintains a long-term relationship between brand and consumers efficiently by continuing culture and history of brand, sharing information and providing social supports. On that score constructing and creating strong online brand community is meant to understand more closely a reviewer’s personal traits and their informative behaviors. The purpose of this study is to more fully investigate the effects of personal traits (self enhancement and public self-consciousness) and social supports(emotional support and informational support) on a reviewer’s informative behaviors (information generation and information transmission) in online brand community. This study uses a questionnaire to collect data, and the structural equation model analysis to analyze the relationships among the research constructs.

The results of this study are as follows. First, two kinds of a reviewer’s internal traits, self enhancement and public self-consciousness are positively correlated with information generation and information transmission. Both personal traits, particularly, have the greater effects on information generation than information transmission. In addition, self enhancement is proved to be a more influential factor than public self-consciousness in boosting a reviewer’s informative behaviors. Second, in the perspective of the effects of emotional support and informational support all significantly modify a reviewer’s informative behaviors. In detail, the higher emotional support or informational support a reviewer with strong public self-consciousness perceives, the more he acts information generation rather than information transmission. The conclusion offers a summary and implications of the findings, discusses the limitations of the research, and make directions for further research.

Keywords:

online brand community, reviewer, self enhancement, public self-consciousness, emotional support, informational support, informative behavior

키워드:

온라인 브랜드 커뮤니티, 리뷰어, 자기고양적 동기, 공적 자의식, 정보행동

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·저자 박지연은 현재 울산대학교 경영대학 마케팅 전공 초빙교수로 재직 중이다. 부산대학교에서 사회복지학과를 졸업하였고, 동 대학교 대학원 경영학 석사 및 박사를 취득하였다. 박사 학위 취득 이후에는 부산대학교 경영연구소 전임연구원으로 일하였다. 주요연구분야는 온라인 커뮤니케이션, 소셜네트워크, 브랜드 커뮤니티, 옴니채널 등이다.