초록

Purpose – Recently, internet access and social network utilization using smart phone are increasing. In such a smart environment, interactive activities such as information generation, information searching and information sending are increasing rapidly on-line environment. Therefore, consumers tend to purchase something according to eWOM and also meet the social consensus online environment. In connectivity society, consumers became accessible and engaged in the opinions of others easily. Many decisions that seem like personal decisions are actually social decisions on online connectivity. This paper seeks to explore factors that can help generate a social decision on purchasing of new products in an online environment. Research design, data, and methodology – The process of collecting a lot of wisdom and making an agreement online is called social decision. The purpose of this paper is to examine empirically the influence of factors such as online ties, online eWOM expectancy and online information behavior on online social decision. In addition, We studied online social decision by analyzing the moderating effect of new product innovation. To understand this structural relationship, research hypotheses and research models were set up and empirical analysis was conducted. In order to verify the hypothesis, 208 questionnaires were collected from the residents of Seoul city/Gyeonggi province. The answered questionnaire verifies reliability and validity using SPSS/AMOS and test hypotheses through path analysis and multiple regression analysis. Results – According to the research results, First, online ties don’t have a positive impact on online social decision, Second, online eWOM expectancy have a positive impact on online social decision. Third, online information behaviors have a positive impact on online social decision. The degree of innovation of new products have a moderating effect between Independent variables of three factors and dependent variable of social decision. Conclusions - Social decisions have a positive impact on purchasing decisions about new product. There is a great significance in the fact that the online social influence and online social decision have been studied academically. It is meaningful that we have studied in depth the changing phenomenon of consumer purchase decision process in smart environment. The results of these studies provide academic and practical implications.

키워드

Ties, Information Behavior, eWOM Expectancy, Online Social Decision, New Product.

참고문헌(32)open

  1. [학술지] Andrew, T. S. / 2016 / How Word-of-Mouth Transmission Encouragement Affects Consumers’Transmission Decision, Receiver Selection, and Diffusion Speed / International Journal of Research in Marketing 33 (4) : 755 ~ 766

  2. [학술지] Bone, F. P. / 1992 / Determinants Of Word-Of-Mouth Communications During Product Consumption / Advances in Consumer Research 19 (1) : 579 ~ 583

  3. [학술지] Bronjarczyk, S. M. / 1994 / The Role of Consumer’ Intuitions in Inference Making / Journal of Consumer Research 21 (3) : 393 ~ 407

  4. [학술지] Brown, J. J. / 1987 / Social Ties And Word-Of-Mouth Referral Behavior / Journal Of Consumer Research 14 (3) : 350 ~ 362

  5. [학술지] Cannoy, S. D. / 2010 / A Framework for Health Care Information Assurance Policy and Compliance / Communications of the ACM 53 (3) : 126 ~ 131

  6. [학술지] Christy, M. / 2012 / The Impact of Electronic Word-of-Mouth Communication:A Literature Analysis and Integrative Model / Decision Support Systems 54 (1) : 461 ~ 470

  7. [학술지] Chiu, C. M. / 2006 / Understanding Knowledge Sharing in Virtual Communities: An Integration of Social Capital and Cognitive Theories / Decision Support System 42 (3) : 1872 ~ 1888

  8. [학술지] Chu, S. C. / 2011 / Determinants Of Consumer Engagement In Electronic Word-Of-Mouth (Ewom) In Social Networking Sites / International Journal Of Advertising 30 (1) : 47 ~ 75

  9. [학술지] Deighton, J. / 1995 / Marketing and Seduction:Building Exchange Relationships by Managing Social Consensus / Journal of Consumer Research 21 (4) : 660 ~ 676

  10. [학술지] Devinder Pal Singh / 2014 / Online Shopping Motivations, Information Search, and Shopping Intentions in an Emerging Economy / The Journal of Business, Economics, and Environmental Studies 4 (3) : 5 ~ 12

  11. [학술지] Dinet, J. / 2012 / Information Search Activity: An Overview / Revue Europeenne de Psychologie Appliquee 62 (2) : 49 ~ 62

  12. [학술지] Godes, D. / 2004 / Using Online Conversations to Study Word-Of-Mouth Communication / Marketing Science 23 (4) : 545 ~ 560

  13. [학술지] Granovetter, M. / 1983 / The Strength of Weak Ties: A Network Theory Revisited / Sociological Theory 1 (6) : 201 ~ 233

  14. [학술지] Habibollah Javanmard / 2014 / New Clothing Adoption in an Islamic Market / 산경연구논집 5 (4) : 13 ~ 22

  15. [학술지] Hoeffler, S. / 2003 / Measuring Preferences for Really New Products / Journal of Marketing Research 40 (4) : 406 ~ 420

  16. [학술지] Huang, M. / 2011 / Making Your Online Voice Loud: the Critical Role of WOM Information / European Journal of Marketing 45 (7/8) : 1277 ~ 1297

  17. [학술지] Jaakko, P. / 2017 / From Electronic WOM to Social eWOM: Bridging the Trust Deficit / Journal of Marketing Theory and Practice 25 (3) : 340 ~ 356

  18. [학술지] Jillian, C. S. / 2008 / Factors Influencing Word of Mouth Effectiveness:Receiver Perspectives / European Journal of Marketing 42 (3) : 344 ~ 364

  19. [학술지] Kalwani, M. L. / 1990 / A Price Expectations Model of Customer Brand Choice / Journal of Marketing Research 27 (3) : 251 ~ 262

  20. [학술지] Nae-Eun Kim / 2018 / 나르시시즘 성향, 패션소셜미디어 이용동기, 정보확산 행동 간 관계 연구 / 산경연구논집 9 (1) : 99 ~ 110

  21. [학술지] Kim, J. N. / 2011 / Problem Solving and Communicative Action: A Situational Theory of Problem Solving / Journal of Communication 61 (1) : 120 ~ 149

  22. [단행본] Kotler, P. / 2016 / Marketing 4.0 / Wilet

  23. [학술지] Moriarty, R. T. / 1989 / High-Tech Marketing: Concepts, Continuity, and Change / MIT Sloan Management Review 30 (4) : 7 ~ 17

  24. [학술지] Moreau, C. P. / 2001 / What is It? Categorization Flexibility and Consumers' Responses to Really New Products / Journal of Consumer Research 27 (4) : 489 ~ 498

  25. [학술지] Raassens, N. / 2012 / The Market Valuation of Outsourcing New Product Development / Journal of Marketing Research 49 (5) : 682 ~ 695

  26. [학술지] Smith, A. N. / 2012 / How Does Brand-related User-generated Contents Differ across YouTube, Facebook, and Twitter? / Journal of Interactive Marketing 26 (2) : 102 ~ 113

  27. [학술지] Steffes, M. S. / 2009 / Social Ties And Online Word of Mouth / Internet Research 19 (1) : 42 ~ 59

  28. [학술지] Sweeney, J. / 2014 / Factors Enhancing Word-of-Mouth Influence: Positive and Negative Service-related Messages / European Journal of Marketing 48 (1/2) : 336 ~ 359

  29. [학술지] Tan, W. K. / 2017 / The Effect Of Temporal Psychological Distance On Reliance On Word-Of-Mouth For Information About Destination Image Attributes / Behaviour and Information Technology 36 (11) : 1101 ~ 1110

  30. [학술지] Venkatesh, V. / 2000 / A Theoretical Extension of the Technology Acceptance Model:Four Longitudinal Field Studies / Management Science 46 (2) : 186 ~ 204

  31. [학술지] Wilson, E. J. / 1993 / Source Effects in Communication and Persuasion Research: A Meta-Analysis of Effect Size / Journal of the Academy of Marketing Science 21 (2) : 101 ~ 112

  32. [학술지] 조염 / 2018 / 온라인구전광고의 방향성과 유형이 구매의도에 미치는 영향과 조절초점의 조절효과 / 예술인문사회 융합 멀티미디어 논문지 8 (1) : 121 ~ 131