Earticle

초록

영어

The purpose of this study is to identify the influences of the personality traits to the online and offline word of mouth activities of consumers, and the influences of these word of mouth activities to the purchase intention. In order to establish a framework, this study investigated previous studies about the personality, word of mouth, purchase intention. Based of the existing research results, this study has drawn 3 hypotheses. Hypotheses of this study are as follows. 1. Personality traits will positively effect on the offline word of mouth activities. 2. Personality traits will positively effect on the online word of mouth activities. 3. Online and offline word of mouth activities will positively effect on the purchase intention. To accomplish this objective, a survey research was conducted. In empirical test, convenience 270 samples were used. SPSS14.0 and Amos7.0 is employed to test our hypotheses. The results are summarized as follows. Firstly, neuroticism and extraversion has effect on the offline word of mouth activities , neuroticism and openness to experience has effect on the online word of mouth activities. Secondly, online and offline word of mouth activities have positive effect on the purchase intention. In conclusion, theoretical and managerial implications of these results are discussed. Also, the limitation of this study and future research areas are proposed.

목차

본 연구에서는 성격특성이 소비자들의 다양한 온라인 및 오프라인상의 구전활동에 미치는 영향과 구전활동이 구매의도에 어떻게 영향을 미치는지를 규명하고자 하였다. 선행연구의 검토를 통해서 성격, 구전 및 구매의도에 관한 제반 연구자들의 연구결과를 고찰하였으며, 이를 통해 연구가설을 설정하였다. 연구 가설은 ‘1. 성격유형은 오프라인 구전활동에 긍정적 영향을 미칠 것이다.’와 ‘2. 성격유형은 온라인 구전활동에 긍정적 영향을 미칠 것이다.’, 그리고 ‘3. 온·오프라인구전활동은 구매의도에 긍정적 영향을 미칠 것이다.’로 설정하였으며, 이의 검증을 위해 휴대폰 사용자 270명의 표본을 대상으로 사회과학통계패키지인 SPSS 14.0과 Amos 7.0을 사용하여 분석하였다. 검증결과는 다음과 같다. 첫째, 성격유형은 온·오프라인구전활동에 긍정적 영향을 미칠 것이라는 가설1과 2의 검증을 통해, 오프라인구전활동에는 신경증과 외향성이, 온라인구전활동에는 신경증과 개방성이 긍정적 영향을 미치는 것으로 나타났다. 둘째, 온·오프라인구전활동은 구매의도에 긍정적 영향을 미칠 것이라는 가설3의 검증결과 모두 구매의도에 긍정적 영향을 미치는 것으로 나타났다. 결론에서는 연구결과의 이론 및 관리적 측면에서의 적용과 관련하여 성격특성에 따른 의견선도자 집단의 선정, 전략수립 시 특히 관심을 가져야 할 집단, 구전활동의 중요성과 대응 필요성 등에 관해 언급하였으며, 연구의 한계 및 미래연구 방향에 관해 제안하였다.

키워드

저자

• 문승제 [ Moon, Seung Jea | 명지대학교 방목기초교육대학 겸임교수 ] 주저자
• 정한경 [ Jung, Han Kyung | 서경대학교 국제통상학과 부교수 ] 교신저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  상업경영연구(구 상업교육연구) [Korean Journal of Business & Management]

• 간기

  계간

• pISSN

  1229-8867

• 수록기간

  2000~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 376 DDC 373