Earticle

초록

영어

This study notes the growing importance of online community as a means of building customer relationships. The author aims to identify how to communicate in an online community on preannounced new products, and test social influence that influence word-of-mouth of consumers, and confirm moderate effect of market maven between social influence and word-of-mouth activity in on-line community. The main findings are that social influence such as internalization and conformity positively influence word-of-mouth communication on online community. And moderate effect of market maven confirm between social influence(internalization and confirmity) and word-of-mouth activity.

목차

ABSTRACT
 1. 서론
 2. 이론적 배경
  2.1 온라인 커뮤니티 내 사회적 영향에 관한 연구
  2.2 사회적 영향의 규범적 영향과 정보적 영향
  2.3 조절변수 마켓메이븐에 관한 연구
 3. 연구 모형 및 연구가설
  3.1 이론적 연구모형
  3.2 연구가설
 4. 연구방법 및 실증분석
  4.1 조사대상 및 자료수집
  4.2 표본특성
  4.3 구성개념의 조작적 정의 및 측정
 5. 연구결과
  5.1 측정항목의 평가
  5.2 본 연구의 가설검증
  5.3 조절효과와 상대적 영향력 가설검증
  5.4 연구결과의 요약
 6. 결론 및 연구의 한계
  6.1 결론 및 시사점
  6.2 연구의 한게 및 향후 연구 방향
 참고문헌

키워드

저자

• 송용태 [ Yong-Tae Song | 선문대학교 경영학부 송융태 전임강사 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  디지털융복합연구 [Journal of Digital Convergence]

• 간기

  계간

• pISSN

  2713-6434

• eISSN

  2713-6442

• 수록기간

  2003~2026

• 등재여부

  KCI 등재후보

• 십진분류

  KDC 569 DDC 620