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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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온라인 커뮤니티(online community)는 공통의 관심사와 특징을 가진 사람들이 모여 서로 정보와 의견, 경험을 공유하는 가상의 네트워크로, 소비자의 의사 결정 과정에 중요한 역할을 하며 기업의 마케팅 활동에서도 그 중요성이 갈수록 커지고 있다. 이에 따라 온라인 커뮤니티 내에서 구성원들 간의 모방 소비를 통한 신제품 확산에 대한 연구가 주목받고 있다. 본 연구는 온라인 커뮤니티에서 허브의 사회적 영향력이 집단 내 선호의 편향성에 따라 달라질 수 있음에 주목한다. 이를 확인하기 위해 음원 소셜 네트워크 웹사이트인 Last.fm에서 커뮤니티 정보와 사용자의 음원 구매 데이터를 수집하여 고정효과 선형회귀모형을 사용해 분석을 진행하였고, 다음과 같은 결과를 도출하였다. 먼저, 음악에 대한 선호가 편향적인 커뮤니티에 비해 선호가 다양한 장르에 퍼져 있는 커뮤니티에서 신규 음원 구매에 대한 사회적 전염이 더 크게 작용하였다. 또한, 허브들은 다른 사람들에 비해 다른 소비자의 신제품 구매에 더 큰 영향력을 가졌다. 특히, 허브가 다른 소비자의 구매 행동에 미치는 긍정적인 영향력은 선호가 편향된 집단에서는 증가하는 반면 선호가 다양하게 퍼진 집단에서는 감소하였다. 이와 같은 결과를 바탕으로, 본 연구는 네트워크 허브가 신제품 확산에 미치는 영향에 대해 집단 내 선호의 편향성이라는 새로운 경계 조건을 제시하였다는 이론적 의의를 가지며, 더 나아가 신제품 마케터와 커뮤니티 관계자들에게 효율적인 마케팅 전략을 제공함으로써 실무적인 측면에 기여하고자 한다.
목차
표 차례 ··························································································· ⅲ국문 요약 ························································································ ⅳ1. 서론 ···························································································· 12. 이론적 배경 및 문헌연구 ······························································· 52.1. 선호의 편향성 ··········································································· 72.2. 연결정도 중심성 ········································································ 92.3. 선호의 편향성과 연결정도 중심성의 상호작용 ···························· 103. 데이터 및 변수 ··········································································· 123.1. 데이터 수집 ············································································ 123.2. 핵심 변수 ··············································································· 143.2.1. 구매자 수 ············································································ 143.2.2. 사회적 전염 ········································································· 143.2.3. 선호의 편향성 ······································································ 153.2.4. 연결정도 중심성 ··································································· 173.3. 통제 변수 ················································································ 174. 연구 모형 및 결과 ······································································· 204.1. 연구 모형 ················································································ 204.2. 분석 결과 ················································································ 215. 결론 ··························································································· 245.1. 연구 요약 ················································································ 245.2. 연구의 시사점 ·········································································· 255.3. 연구 한계점 및 향후 연구 방향 ·················································· 28참고문헌 ························································································· 30Abstract in English ········································································ 37
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