온라인 구전의 양(Volume)과 방향성(Valence), 그리고 박물관 관람객수의 상관성에 대한 연구 = Research on the Interrelationship Among Volume and Valence of eWOM and the Number of Visitors of a Museum

다국어 초록 (Multilingual Abstract)

A lot of studies have been conducted to verify the relationship between online word-of-mouth (WOM) and consumer buying behavior, but still, there is no clear relationship between them. When purchasing a product or service, consumers search for information in online WOM to minimize their purchase risk and uncertainty. At the same time, they use the online WOM to share or extend their consumption experience. This study empirically verifies the causal relationship between online WOM and product sales. In particular, this study focused on tourism products which is one of the representative experience goods. The purpose of this study is to suggest a more effective way to utilize online WOM for practitioners in the tourism industry. To conduct an empirical study, we obtained the data on the actual number of visitors, the volume and valence of WOM from a company operating several museums in major tourist destinations in Korea. By applying the Vector Auto-Regressive model and Granger causality analysis, this study could verify the mutually reciprocal relationship between the online WOM and the number of visitors.
Based on the empirical results, the following implications were derived: First, a short- and long-term bilateral causal relationship were shown between the volume of WOM and the number of visitors. In other words, contrary to the common belief that the volume of WOM is an antecedent of sales, WOM could be an outcome of sales. Second, it was suggested that the number of visitors and the valence of WOM may have a non-linear relationship. In other words, the increase in the number of visitors to a certain level leads the valence of WOM positively by making the visitors have positive experience, but the number of visitors beyond the level gives them negative experience, showing the opposite result.

국문 초록 (Abstract)

소비자들은 구전에 영향을 받아 상품을 구매할까? 아니면, 상품을 구매한 후에 구전활동을 할까? 대부분의 기존 연구들은이질문에대해어느한방향성의결과만을제시하고있을뿐, 양방향적인과성에대해면밀한실증적 검토를제시하는경우는그리많지않다. 본연구는온라인구전과상품성과사이의상호인과관계를실증적으 로 검증하였다. 특히 대표적인 경험재 중 하나인 관광상품과 온라인 구전의 관계에 초점을 맞추어 분석을 수행하 였다. 연구를위해국내주요관광지에입점한한테마박물관의지점별일별관람객수와온라인구전의양과방 향성에 대한 자료를 구축하였다. 나아가, 이 자료에 벡터자기회귀 모형과 그랜저 인과관계 분석을 적용하여 온라 인 구전과 관람객수의 상관성을 검증하고 이러한 현상의 원인에 대해 논의하였다.
분석을 통해 다음의 두 가지 시사점을 도출하였다. 첫째, 구전의 양과 관람객수 간에는 긍정적인 상호 인과성 이 보고되었다. 즉, 구전의 양이 증가하면 상품을 구매하는 소비자가 증가할 것이라는 기존의 믿음을 확인함과 더불어 유의미한 역의 방향성도 존재함을 밝혔다. 충격반응함수 분석 결과, 이 변수들은 상대 변수에 대해 단기 적인 영향력과 장기적인 영향력을 모두 가지는 것으로 나타났다. 둘째, 관람객수와 구전의 방향성이 비선형적 관 계를 가질 수 있음을 제시하였다. 다시 말해, 일정 수준까지의 관람객수 증가는 관람경험을 긍정적으로 느끼게 하여 구전의 방향성을 긍정적으로 선행하지만, 일정 수준을 넘어서는 관람객수의 증가는 부정적인 관람경험을 제 공하여 부정적인 구전을 야기하는 결과를 보였다.

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