보문 : 블로그 몰입이 패션제품 구매행동과 정보 재생산 활동에 미치는 영향 -블로그 특성과 소비자 정보 다양성 추구를 중심으로-

김슬아 ( Seul A Kim ),홍금희 ( Keum Hee Hong ) 한국의류학회 2011 한국의류학회지 Vol.35 No.9

A blog has significant effect as a new online medium and as a tool to share information with its powerful networking function. Blogs are established based on personal experience and their impact is stronger than conventional media in terms of informativeness, credibility and interactivity. Such characteristics of blogs lead to blog commitment (a phenomenon that has behavioral consequences) that eventually influences consumer fashion purchase behavior. The more a consumer is interested in fashion and seeks diverse information from a wide range of media, the more personally committed they become to certain blogs; in addition, they will also post the results of their fashion product purchases on their blog to further create and reproduce information. This research discovers how blog commitment affects fashion product purchase behavior and information reproduction activity among consumers as well as explores the impact of blog characteristics and information variety seeking by individual consumers on these factors. The data was collected from 428 adults who purchased a fashion product based on information they found on a blog. The results are as follows. First, blog characteristics are composed of accessibility, interactivity, credibility of the information, and informativeness. Second, in terms of the blog commitment, informativeness, credibility, and consumer information diversification (respectively), turned out to have positive effects; in addition, accessibility and credibility had positive effects for corporate blogs. The comparison between private and corporate blogs showed that consumers tend to be more committed to private blogs. Third, in terms of the brand attitude, private/corporate blog commitment, credibility, and consumer information diversification (respectively) had a positive influence. Fourth, blog characteristics and consumer information diversification led consumers (through private/corporate blog commitment) to form a favorable attitude towards the brand and purchase products that resulted in information reproduction of the purchased product.

블로그 가치가 블로그에 대한 신뢰도와 만족도에 미치는 영향

김권아 ( Kim Kwonah ),서미옥 ( Seo Miok ),윤성욱 ( Yoon Sungwook ) 한국상품문화디자인학회(구 한국패키지디자인학회) 2020 상품문화디자인학연구 Vol.63 No.-

정보통신과 기술 발전으로 인하여 제품을 구매하기 전 온라인 리뷰 확인의 중요성이 높아지고 있다. 다양한 온라인 채널 중 블로그는 언제 어디서나 편리하게 접근이 가능하고 스크랩, 링크 등의 부가기능을 활용하여 정보를 단시간에 확산시킬 수 있는 장점이 있으며, 다른 채널보다 긴 텍스트를 작성할 수 있기 때문에 신뢰 있는 정보의 원천이라고 인식된다. 그래서 블로그는 소비자들의 구매 의사결정 과정에 있어서 중요한 역할을 하며, 기업에서는 다양한 정보와 경험을 제공해주는 마케팅 수단으로 적극적으로 활용하고 있다. 본 연구에서는 블로그가 제공하는 가치가 이용자 성별, 성향, 블로그 관여도에 따라 블로그 신뢰도와 만족도에 어떠한 영향을 미치는지 실험설계를 구성하여 알아보고자 하였다. 본 연구의 결과는 다음과 같다. 첫째, 블로그 가치가 블로그 신뢰도에 미치는 영향은 이용자 성별에 따라 차이가 있었으나, 블로그 만족도에는 영향을 미치지 않는 것으로 나타났다. 둘째, 블로그 가치가 블로그 만족도에 미치는 영향은 이용자 성향에 따라 부분적으로 차이가 있었으나, 블로그 신뢰도에는 영향을 미치지 않는 것으로 확인되었다. 셋째, 블로그 가치가 블로그 만족도에 미치는 영향은 블로그 관여도에 따라 달랐으나, 블로그 신뢰도에는 영향을 미치지 않는 것으로 나타났다. 본 연구는 블로그가 제공하는 정보가 중요함에도 정보를 가치화하여 분석한 선행연구가 미미하다는 것을 확인하고 진행되었다. 블로그 가치와 이용자 성별 및 성향, 블로그 관여도의 관계를 통한 블로그 마케팅 관련 의사결정에 필요한 시사점을 제공하는데 그 의의가 있으며, 연구 결과와 시사점 그리고 연구의 한계점을 함께 제시하였다. The importance of online review check before purchasing products becomes more important due to the development of information, communications and technologies. Blogs out of various online channels can be conveniently accessed anywhere, anytime, and have a merit that information can spread for short time using additional functions such as scrap and link. Also blogs are recognized as the reliable source of information because longer text can be entered than other channels. Therefore blogs play a pivotal role in the consumers’ purchasing decision making process, and companies are actively using blogs as a marketing tools providing a variety of information and experiences. This study aimed to find out what effects blog’s value have on the reliability on and satisfaction with the blog according to user’s gender, disposition and involvement. The results of this study are as follows: First, although the effect of blog’s value on the reliability on blogs was different depending on user gender, it did not affect satisfaction with the blog. Second, although the effect of blog’s value on satisfaction with blog showed partial difference depending on user’s disposition, it did not affect reliability on blog. Third, although the effect of blog’s value on satisfaction with the blog was different depending on involvement level in blog, it did not affect reliability on the blog. This study was carried out by confirming that previous studies that analyzed information through valuing information were minimal, although the information provided by blogs is important. This study is meaningful in that it can provide implications required for blog marketing decision making through the relationships between blog’s value and user’s gender, disposition and blog involvement. Also the study presented the study results, implications, and limitations together.

A Study on the Types and Characteristics of Fashion-Related Blogs

Mun Young Kim,Hwa Yeon Kim,Sea Eun Kim 한국복식학회 2011 International journal of costume and fashion Vol.11 No.2

Social media which support to share information and communicate between online users have recently won great popularity. Of the various social services, blogs have played an active role as a community in sharing, delivering and exchanging information among individual users who have share similar opinions, hobbies and preferences. Based on this cultural phenomenon, some companies often take advantage of blogs as a marketing tool to strengthen their public relations or deliver particular information to their costumer this study is designed to classy fashion-related blogs and define the characteristics of each type, expecting significant influences on fissure studies on this topic. We selected 50 fashion-related blogs as subjects, including 25 Korean blogs and the same number of international blogs, defined their characteristics and classified them into four different types. As the result, we found that there are apparent differences between the four types of blogs: Individual taste blogs which noticeably reflect loggers` own preference. ``Trend leader blogs in which the bloggers intend to be trend leaders beyond expressing their preference. Fashion media blogs which plays a sign(flank role as a magazine by providing various information concerning fashion for costumers, and Sales promotion blogs which are used as prornottonal materials to attract customers by providing product reviews or advertisements.

Blogs as Channels for Disseminating Health Technology Innovations

Ashish Joshi,Rinzin Wangmo,Chioma Amadi 대한의료정보학회 2017 Healthcare Informatics Research Vol.23 No.3

Objectives: The objective of this study was to describe the features of health informatics blogs on the Internet. Methods: A search was conducted in August, 2016 using the search engine, Google, and key words: ‘mobile health blog,’ ‘telehealth/telemedicine blog,’ ‘Electronic Health Record blog,’ ‘personalized health record blog,’ ‘population health decision support system blog,’ and ‘public/population health dashboard blog.’ The first 24 blogs resulting from each key word search were recorded, generating 144 blogs. A total of 109 unique blogs resulted after removing duplicates and non-functional sites. Results: Blogs with ‘.com’ extensions were most prevalent (72%, n = 79). More than half of the blogs (79%, n = 86) were created by industries. Mobile health (88%, n = 96), telehealth (82%, n = 89), and health IT (78%, n = 85) were the predominant topics covered. Health providers (44%, n = 48), industries (33%, n = 36), patients/consumers (25%, n = 27) and payers/insurance providers (19%, n = 21) constituted the most common target audience. Blogs catering to payers commonly used ‘.org’ extension (n = 10 out of 21), compared to ‘.com’ (n = 7) or ‘.gov’ (n = 2) (p < 0.0001). Significant differences were also observed by topics covered health IT (p = 0.007), subscription (p = 0.048) and LinkedIn social media (p = 0.019) across the website extensions. Conclusions: Further research is needed to examine the use of blogs as channels of communication of best evidence in health informatics research among diverse stakeholders. The role of blogs as policy informatics tools need to be evaluated in order for stakeholders to collaborate, coordinate and share opportunities and challenges of various public health programs and policies.

문학공간으로서의 블로그와 인터넷 시대의 소설 읽기

김명석(Kim Myung-Seok) 중앙어문학회 2009 語文論集 Vol.40 No.-

This paper is starting with a brief look into what kind of sociocultural background made blog-novel come up. And then it is considering on characteristics and meanings of a blog-novel, particularly focusing on Park Bum Sin’s Cholache and Hwang Suk Young’s Gebobbaragibyul’. Blog was appeared around 2001 in Korea and it was the year of 2007 when the actual form of a blog-novel had started, ‘Cholache’ was the one. We should point out that these three elements; an author, an Internet portal, and needs of a publishing company, meet one another and brought the prevalence of blog-novel. Writers have rediscovered the Internet as a new communication gateway of meeting readers under the condition which novel readers reducing every year. Reader’s existence as a prosumer is the main player of making changes on novel in the Internet days and a blog-novel is a genre which naturally appeared among netizen readers who wrote it on their blog. Blog-novel is not a writer-centered or a one-sided writing but it is a genre that reflects the interactive characteristic of Internet writings. It is a genre that had been born with a culture of reply writing. Blogers not only download the works just to read but they also use a writer’s blog as a meeting square of literature. Blog-novel includes writer’s works as well as reader’s reply writings as a literature work, so the text extends to all the blog space. The blog first started as a writer’s one-person media, but it had started linking up with another then it changed as a gigantic online community which could be a literature storage by itself. Participating in this literary net offers a reader to have an experience that he or she has never had before. New concept of novel reading in the Internet days has begun which is hard to get by reading alone. If interactivity is a new symbol of modernism, we should find the spatial meaning of a blog from there. In this paper, it analyzed some specific cases of how interactive writings and readings perform in a blog-novel. In Park Bum Sin’s ‘Cholache’, this paper took a look at the blog reading, new reading experiences, new rooms for a writer and a reader, limit of the work as a blog-novel and its cultural meaning, etc. And in Hwang, Suk Young’s ‘Gebobbaragibuyl’, this paper studied on a writer who went to a media beyond the computer, a writer and a reader facing in the blog, an imposing status of blog-novels, and so on.

가입형 블로그의 유형에 따른 UI Design 패턴 분석

김효영(Kim Hyoyoung),박진완(Park Jinwan) 한국디지털디자인학회 2010 디지털디자인학연구 Vol.10 No.1

Since we are heading toward a period of Web 2.0 'blog' is becoming as a open internet space where all types of users are able to produce sharing and consuming informations and knowledges. And it is also became a subject that create a new value added through a flexible and collaborative activities without a condition of the time and space. By depending on the purpose of providing of blog service provider 'blog' as a web services can be divided into the classes and it carries a specific character accordingly. On the surface the purpose of these blog services can be revealed on the user interface of blog. Therefore in this paper we are intended to derive the differences of blogs through analyzing the pattern of interface design of blogs in which are classified by the purpose of service providing. In this research by the service providers and the purpose of service providing we devide the blogs into two sections 'Installation based blog' and 'Subscription based blog'. Among them we also classified 'Subscription based blog' into two different sections 'portal blog' which is only provided on portal site and 'professional blog' which is professional services to provide only blog. By analyzing the patterns of UI design which can be discovered in each representative of the blog we discover how interface design of blog can be different according to the purpose of blog service providing. web 2.0 시대로 접어들면서 블로그(blog)는 각양각색의 사용자들이 정보와 지식을 생산 공유 소비하는 열린 인터넷을 기반으로 시간과 공간의 제약이 없는 유연하고 협력적인 활동을 통해 새로운 부가가치를 창출해내는 주체가 되었다. 웹 서비스로서의 블로그는 블로그 서비스 제공자의 제공 목적에 따라 그 종류가 구분되어질 수 있으며 그에 따른 특성을 지닌다. 이러한 블로그 서비스 제공 목적은 표면적으로 블로그 사용자 인터페이스에서 드러날 수 있다고 보고 본 연구에서는 서비스 제공 목적에 의해 분류된 블로그들의 사용자 메뉴 관련 인터페이스의 패턴 분석을 통해 차이점들을 도출하고자 하였다. 본 연구에서는 블로그를 서비스 제공자 및 제공 목적에 따라 크게 설치형 블로그와 가입형 블로그로 구분하였는데 이 중 가입형 블로그를 포털에서 제공하는 포털 블로그와 블로그만을 전문적으로 서비스하는 사이트에서 제공하는 전문 블로그로 분류한 후 각각의 대표적 블로그에서 나타나는 글쓰기 및 스크랩 등의 사용자 인터페이스의 패턴을 분석함으로써 블로그 서비스 제공 목적에 따라 인터페이스 디자인의 패턴이 어떠한 방식으로 차이를 나타내는지 알아보았다.

블로그 특성이 브랜드 태도에 미치는 영향 연구 : 기술수용모델을 중심으로

정경희,조인희,김호준,조재립 한국경영공학회 2008 한국경영공학회지 Vol.13 No.3

Recently, the spread of Internet Blog has complemented the limits of the traditional brand community and is creating a tighter relationship between the consumer and the brand. In case of blog advertising of which main body is an individual, a brand itself can approach to consumers by minimizing adverse effects of advertising with an image of linked friends. As the recognition that a blog is an essential means of emotional marketing, target marketing, word-of-mouth marketing, and experiential marketing, it takes roots in business marketing as a new trend. However, comparing to the increase of blog use, academic approach to it is far insufficient. In this vein, the aim of this study was to examine the influence of blog-used Internet advertising, which rapidly emerged as a new media of advertising, upon users' attitudes toward blogs and brands. In addition, the characteristics of blog, namely the influential cause of users' attitudes toward blogs and brands, were looked into with the blog of portal site communities. For this, the investigator established the access convenience, the reliability of information source, the interactivity, the intimacy, and the experience information with information sources as core elements. And as the technology acceptance model in order to examine the influence of blog upon the brand attitudes and the purchase intention. Recently, the spread of Internet Blog has complemented the limits of the traditional brand community and is creating a tighter relationship between the consumer and the brand. In case of blog advertising of which main body is an individual, a brand itself can approach to consumers by minimizing adverse effects of advertising with an image of linked friends. As the recognition that a blog is an essential means of emotional marketing, target marketing, word-of-mouth marketing, and experiential marketing, it takes roots in business marketing as a new trend. However, comparing to the increase of blog use, academic approach to it is far insufficient. In this vein, the aim of this study was to examine the influence of blog-used Internet advertising, which rapidly emerged as a new media of advertising, upon users' attitudes toward blogs and brands. In addition, the characteristics of blog, namely the influential cause of users' attitudes toward blogs and brands, were looked into with the blog of portal site communities. For this, the investigator established the access convenience, the reliability of information source, the interactivity, the intimacy, and the experience information with information sources as core elements. And as the technology acceptance model in order to examine the influence of blog upon the brand attitudes and the purchase intention.

The Effect of Message Sidedness, Susceptibility to Interpersonal Influence and Rewarded Referral Position in Sporting Goods Power Blog`s Review on Attitude toward Message and Purchase Intention

( Dae Kyung Kim ),( Do Yeon Kim ),( Dong Ki Yu ),( Kyung Ro Chang ) 한국체육학회 2015 국제스포츠과학 학술대회 Vol.2015 No.1

Purpose: The purpose of this study is to examine the influence of power-blogs on consumption behaviors of sports products. Consumers nowadays proactively search on the internet before purchasing products, and the importance of blog postings as a marketing tool is increasing. Recently commercial aspects of blogs are causing side effects among consumers. There is a regulation on compensation for blog postings, but bloggers are avoiding the boundaries of regulations to increase credibility of the blogs. Also only showing positive aspects of products and services cause unfair information to consumers, and thus lowering credibility of information. Accordingly sporting goods companies try to interact with consumers utilizing effective message sidedness and rewarded referral on power-blogs. In addition, this study also attempts to examine the effect of consumer`s susceptibility to interpersonal influence on attitude toward message and purchase intentions. Method: This study aims to verify the extent to which effective blog-marketing depends on message sidedness, rewarded referral position and consumer`s susceptibility to interpersonal influence. As a result, an experimental design was selected. Thus we proposed an experiment with 2(message sidedness: one-sided vs two-sided) 2(rewarded referral message: top vs bottom) factorial design. In addition, we investigated the interaction effect of susceptibility to interpersonal influence (high vs low) between message sidedness and rewarded referral. Result: The results are as follows: In the experiments of power-blog`s review of sporting goods, the message sidedness (one-sided vs two-sided) showed noticeable differences on attitude toward message, while showing no significant differences on purchase intention. ②The messages about rewarded referral(top vs bottom) in the power-blog`s review about sporting goods showed meaningful differences between attitude toward message and purchase intention. ③The impact of message sidedness(one-sided vs two-sided) in power-blog`s sporting goods review did not showed significant interaction effect with the position of the rewarded referral(top vs bottom) message. ④In the message sidedness(one-sided vs two-sided) and position of rewarded referral( top vs bottom) message by the susceptibility to interpersonal influence(high vs low) in power-blog`s review of sporting goods did not significant interaction effect, however, the results of the experiments proved that the position of rewarded referral(top vs bottom) did have significant interaction effect with the susceptibility to interpersonal influence(high vs low) in terms of attitude toward message and purchase intention. Conclusion: In this study, we examined the effect of message sidedness, the rewarded consumer referral and consumer`s susceptibility to interpersonal influences in blog marketing. According to the result, two-sided message positively increases attitude toward message, and position of rewarded consumer referral also has effect on attitude toward message and purchase intention. Moreover in this study consumer with high level of susceptibility to interpersonal influence shows higher message attitudes and purchase intention when rewarded consumer referral is posted on the top side. This shows that in susceptibility to interpersonal influence perspective, marketing through blogs with rewarded consumer referral and two-sided messages strengthens credibility of the brand than damaging image of the brand or product.

1인 미디어, 블로그 Interaction market 연구 - 싸이월드와 네이버를 중심으로 -

정종완 ( Jung Jomh Wan ) 한국디자인트렌드학회 2006 한국디자인포럼 Vol.13 No.-

블로그의 가장 큰 장점은 만든 사람이 자신이 관심있는 정보들에 대해 올린다는 것이다. 기존의 인터넷 포털이 많은 정보를 제공해주기도 했으나 각 개인이 원하는 모든 정보를 포함할 수 없다는 한계가 있었다. 블로그는 자신이 원하는 정보를 수집해서 모아두거나 특정 사람 둘 혹은 불특정 다수에게 공개할 수 있으며, 또 코멘트를 달아 자신의 생각까지 전달할 수 있다. 이렇게 `정보서비스`의 측면이 부각되는 블로그의 특징 때문에 블로그가 단기 초기 한때의 유행일 것이라는 우려를 잠식하고 계속적으로 변화를 거듭하고 있다. 이와 같은 블로그들의 장점으로 인해 블로그 시장은 2003년 하반기부터 본격화되기 시작하여 순방문자, 폐이지뷰 등이 모두 급격히 상승하는 등 비약적인 성장을 하게되었다. 2004년 네이버, 야후, 엠파스가 검색과의 연동 서비스로 블로그 서비스를 강화하면서, 또다시 순방문자가 급격히 증가하게 된다. 이후 2004년 4월에는 블로그 미니홈피 서비스의 페이지뷰는 클럽형 서비스를 제치고 1위를 차지하게 되었으며, 이후에도 급격한 상승세를 이어가고 있다. 이 중에서도 싸이월드의 미니홈피는 시장을 선도해가는 블로그 산업에서 독보적인 존재로 자리잡고 있고, 네이버의 블로그는 후발진입자 중에서도 가장 큰 성과를 보이는 사이트로 현재 상당히 부상하고 있다. 이와 같은 블로그 산업의 성장은 기존의 인터넷 업체에 새로운 가능성을 제공해 줄 수 있을까? 블로그 산업에 있어 성공의 Keyfactor를 고객과 경쟁구조 분석을 통해 확인해 보고자 한다. 그리고 블로그 서비스가 궁극적으로 수익의 측면에서는 어떤 모델로 작용할 수 있는가, 즉 블로그를 활용한 수익모델에 관한 몇 가지 기준을 제시해 주고자 한다. The best great merits is that making person record being interested informations. The existing internet portal furnish many informations but it was limits of all informations excluded. Blog can collect wanted informations by one-self and throw to a specific person or unspecific many numbers, what is more, Blog can deliver the one`s commented idea. Thus because that a blog`s characteristic raise the side of information service, blog encroach worry over fad just for a time early and repeat changing continually. Some by blog`s merit blog market began in earnest from the seond half of 2003, and this made rapid success raising rapidly pure visitor, page view and so on. In 2004 Navor, Yahoo and Empas reinforced blog`s service with connected service, once more pure visitor increased rapidly. In april 2004, page view of blog minihomepage service took the first place after clear away club service . Since then this is continued rising trend rapidly. Among others Cyworld`s minihomepages have settled unchallenged existence of a front-runner in the blog industry. And Navor blog have pretty rising to site of obtaining the best great result, for all that Navor blog got into the business late. Thus can blog industry`s growth furnish new possibility in the exting internet enterprise. I would like to check success`s keyfactor in the blog industry through customers and competition structure analysis. And then blog`s service can have acted which model finally in the side of earnings ; I would like to present several standards about earning model inflected blog

블로그 이용동기와 관여도 및 정치사회참여성향이 블로그 저널리즘 역할인식에 미치는 영향: 중국네티즌 대상으로

유승엽,이지혜 한국소비자·광고심리학회 2010 한국심리학회지 소비자·광고 Vol.11 No.2

This study has a blog usage experience with china netizen. We found the impact that blog usage motive, involvement and political-society disposition influence on a journalism role with a blog. This study collected the blog usage motive, involvement and political society disposition through in depth interview, and developed the measurement scales. We collected the data with china netizen with blog usage experienced of 296 persons. Results were as follows: First, A blog usage motive appeared seven, self-expressive and informational search motives were revealed that we had an influence on blog role recognition. Second, they had the difference in a blog usage motive according to a blog involvement and blog involvement reveled that we had an influence on blog role recognition. Third, the society involvement disposition of china netizen had an influence on blog role recognition, it effects on significantly social motivation of blog usage. The implication of this study is a follows. We verified the blog usage motive, and blog involvement and society involvement disposition are important elements which understand a blog usage motive. Finally, we confirmed that psychological and social motive related to blog role recognition. 본 연구는 블로그 이용경험이 있는 중국네티즌을 대상으로 블로그 이용동기와 관여도 및 정치사회참여성향에 따라 블로그의 저널리즘 역할인식에 어떤 영향을 미치는 가를 알아보았다. 먼저, 본 연구는 중국의 블로그 이용경험 네티즌 50명을 대상으로 심층면접을 통해 블로그 이용동기와 블로그 관여도 및 정치사회 참여성향에 관한 자료를 수집하고, 이러한 심층면접자료와 기존연구결과를 결합하여 블로그 이용동기, 관여도 및 정치사회 참여성향 측정도구를 개발하여 사용하였다. 본 연구는 298명의 블로그 이용경험이 있는 중국네티즌을 대상으로 하였다. 연구결과 첫째, 중국네티즌의 블로그 이용동기는 7가지 요인 즉, 자아표현동기, 자아실현동기, 정보추구동기, 타인교류동기, 관계향상동기, 친구형성동기 및 은폐자아노출동기로 나타났으며, 자아표현동기와 정보추구동기가 블로그의 역할인식에 영향을 미치는 것으로 나타났다. 둘째, 블로그 관여도에 따라 블로그 이용동기에 차이가 나타났으며, 블로그의 역할인식에 영향을 미치는 것으로 나타났다. 셋째, 중국네티즌들의 사회참여성향만이 블로그의 역할인식에 영향을 미치는 것으로 나타났으며, 특히, 사회참여성향은 사회적 이용동기에 유의미한 영향을 미치는 것으로 나타났다. 따라서 본 연구는 중국네티즌의 이용동기를 실증적으로 확인하였으며, 블로그 관여도와 사회참여성향이 중국네티즌들의 블로그 이용동기를 이해하는 중요한 성향임을 검증하였고, 최종적으로 타인 교류와 개인 심리적 동기 및 사회참여 성향에 따라 블로그의 저널리즘 역할인식에 관련성 있다는 것을 실증적으로 확인했다는데 의의가 있다.