시장지향성과 IMC 활동이 마케팅 성과에 미치는 영향 = The Effects of Market Orientation, IMC Actions on Marketing Performance

국문 초록 (Abstract)

본 연구는 IMC 실행에 영향을 미치는 선행요인으로 고객지향성, 경쟁사 지향성, 부서 간 협력의 시장지향성 요인을 여러 선행연구 결과들로부터 도출하였으며, 이러한 시장 지향성 요인이 IMC 실행과 마케팅 성과에 어떠한 영향을 미치는지를 규명하기 위해 국내 500대 광고주를 대상으로 설문조사를 실시, 총 211부의 조사 자료를 수집하였다. 수집된 자료를 이용, 구조방정식 모형을 이용하여 경로분석을 실시하였다. 연구결과, 국내 광고주 기업은 시장지향성 정도가 높을수록 IMC 실행수준이 높고, IMC 실행수준이 높을수록 마케팅 성과도 높게 나타나는 것으로 확인되었다. 그러나 시장지향성 정도가 높을수록 마케팅 성과가 높을 것이라는 가설은 부분적으로 채택되었다. 시장지향성 요인 중 경쟁사 지향성과 마케팅 성과의 경우 유의적인 영향력 검증에 실패하였다. 이러한 경로분석 결과에서 확인된 직접효과와 함께 총효과 분석을 통한 간접효과 분석도 실시하였는데, 그 결과 경쟁사 지향성과 마케팅 성과 간의 관계에서 직접효과는 유의적이지 못하였으나 IMC 활동을 매개하여 미치는 간접적 효과가 유의적이라는 점을 확인할 수 있었다. 이러한 총효과 분석을 통해 국내 광고주 기업의 마케팅 성과에 미치는 가장 큰 영향력 요인이 IMC 실행이라는 점을 확인하였으며, 다음으로 고객지향성, 부서 간 협력의 순으로 영향력을 미치고 있음을 확인할 수 있었다. 이러한 연구결과는 그동안 IMC 연구에서 간과되었던 시장지향성 요인의 중요성을 시사하며, 성공적인 IMC 실행을 위해서는 시장지향성 제고가 선행되어야 함을 강조하고 있다.

다국어 초록 (Multilingual Abstract)

The purpose of this study is to verify the effects of market orientation and IMC actions on marketing performance. Previous studies on marketing performance have extensively investigated the topics of how IMC Actions influence brand awareness and image only from a perspective of consumers and of how much brand awareness of image is related to marketing performances. This study, unlike previous ones, proposes a theoretical framework and analyzes empirical data from a perspective of firms. This study extend previous work by considering the mediating effects of IMC Activities on the relation between market orientation and marketing performance. Furthermore, this study examines the relationships between market orientation and marketing performance using a data set of marketing managers in 211 advertisers in South Korea. Results demonstrate a positive relationship between market orientation, IMC actions, and marketing performance. Furthermore, the study found that advertisers possessing higher levels of IMC Action a mediating role between market orientation and marketing performance. Based on the results the paper provide some practical implications and future research questions.

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