구전이 도시 마케팅의 결과에 미치는 영향 = Effects of Word-of-Mouth on Consequences of City Marketing

국문 초록 (Abstract)

본 연구는 도시와 관련된 구전의 양과 질이 도시 친숙도 및 도시 태도를 매개로 도시 마케팅의 결과에 미치는 영향을 고찰하고 있다. 여기서 도시 마케팅의 결과는 도시 방문 의도, 도시 거주 의도, 도시 특산물 구매의도를 의미한다. 조사 대상 도시는 첫째, 결과의 일반화를 위해 하나의 도시를 선정하는 것보다는 복수의 도시를 선정하고, 둘째, 조사 도시에 가본 적이 없는 응답자의 확보를 용이하게 하기 위해 국내 도시보다는 외국 도시를 선정하며, 셋째, 동서양의 대표 도시 각각 하나를 선정한다는 관점에서 북경과 뉴욕을 선정하였다. 조사는 2010년 5월 한 달간 10명의 조사원에 의해 일대일 면접 방식으로 이루어졌다. 대상은 서울 시내에 거주하는 20-50세 사이의 성인 남녀로서, 북경과 뉴욕에 가본 적이 없는 사람만을 대상으로 하였다. 참여자들에게 본 조사는 ‘도시에 대한 소비자 반응 조사’라고 언급하였으며, 사전 양해를 얻어 주로 직장, 가정 등을 방문하여 이루어졌다. 표본은 총 222명이었으며 남자 112명(50.6%), 여자 110명(49.4%)이었다. 결과에는 북경과 뉴욕 모두 도시 관련 구전의 양이 도시 친숙도를 매개로 도시 태도에 긍정적 영향을 미치는 것으로 나타났으며, 도시 관련 구전의 질은 도시 태도에 긍정적인 영향을 미치는 것으로 나타났다. 또한 도시 태도는 도시 방문 의도, 도시 거주 의도, 도시 특산물 구매 의도에 각각 긍정적인 영향을 미치는 것으로 나타났다. 본 연구는 순수 마케팅적 시각으로 도시 마케팅 관련 모형 설정 및 실증 분석을 최초로 시도하고 있다는 점과 다른 장소 마케팅에도 포괄적으로 적용될 수 있는 일반화된 모형의 가능성을 제시하고 있다는 측면에서 의의를 가질 수 있다.

다국어 초록 (Multilingual Abstract)

As the recognition that marketing concept includes places as well as products is becoming more common, people`s interests in city marketing increases these days. Especially, after relaunching the autonomous local government system in 1991, city marketing activities are more booming among local governments. As a result, we can easily encounter the city`s slogan in daily life such as ``Hi Seoul``, ``Soul of Asia``, ``Dynamic Busan``, ``Colorful Daegu``, ``Ah! Kwangju``, ``It`s Daejon``, ``Fly Incheon``, ``Ulsan For You``, ``Happy Suwon``, and so on. Also, holding local festivals for the economy activation and publicity are brisk among them. One report estimated that the number of local festivals would be between 900 and 1200(http://316. newsk.com). Efforts for city marketing are also true of foreign cities as seen in their slogans such as ``I Love NY``(New York), ``Yes! Tokyo``, ``Asia`s World City``(Hong Kong), ``Uniquely Singapore``, ``Live It Up Singapore``, ``Business Capital of America``(Chicago). Despite of these interests in city marketing, the study on that has been performed very restrictively, especially among Korean marketing researchers. In this sense, this study considers city marketing as a main research topic. Specifically, this study aims at investigating impacts of word-of-mouth(WOM) on consequences of city marketing which include the visit intention and the living intention for the city and the purchase intention for city`s specialties. The WOM can be assumed as one of the most important factors which influence the success of city marketing. To accomplish the purpose of the research, this study uses the structural equation model including the constructs such as the volume of WOM, the valence of WOM, city familiarity, city attitude as well as the consequences of city marketing. The volume of WOM and the valence of WOM means respectively the amount of WOM and the nature of WOM messages. Based on past literature, a total of six hypotheses are addressed in the study. Concretely, The H1 and H2 predict that the volume of WOM about the city would have a positive effect on the city familiarity which in turn increases the city attitude. The relationship comes from the definition of familiarity and the mere exposure theory(Zajonc 1968). Similarly, the valence of WOM is also expected to have a positive effect on the city attitude because the two constructs are closed related to the liking or the disliking. The H3 and H4 suggest that the visit intention and the living intention for the city would increase as the city attitude increases. These predictions stem from the attitude-behavior model such as Fishbein`s. Lastly, from the perspective of halo effect and country-of-origin effect, this study hypothesizes that there is a positive relationship between the city attitude and the purchase intention for city`s specialties. The cities surveyed were Beijing and New York which were considered as typical ones in the West and in the East respectively. Therefore, the study excluded the respondents who have been to one of these cities from the sample. A total of two hundred and twenty-two respondents living in Seoul were interviewed by ten well-trained surveyors. The sample population was 50.6 percent male and included members in the age groups 20s, 30s, and 40·50s. The proportion in their 20s was approximately 34.3 and those in their 30s and 40·50s comprised approximately 35.1 and 30.6 percent respectively. The mean age of the sample was 34.3. The survey was conducted in May, 2010. Each construct in the study was measured by one, two or three seven-point scale item(s). A series of factor analyses and α-values provided evidences of construct validity and reliability. The proposed model was tested by using the AMOS program. As a result, it was shown that all fit indices indicated a reasonably fit of the proposed model (χ2=101.03 (p<.001), GFI= .91, NFI= .89, CFI= .93, RMSEA= .08 in Beijing; χ2=124.84 (p < .001), GFI= .85, NFI= .87, CFI= .90, RMSEA= .10 in New York). Tests of the hypotheses were conducted by a maximum-likelihood estimation procedure using the same program. Results show that the volume of WOM has a positive effect on the city familiarity which in turn enhances the city attitude in each case(path coefficient: .47(t=6.20, p<.001), path coefficient: .20(t=3.95, p<.001), respectively in Beijing; path coefficient: .53(t=10.34, p<.001), path coefficient: .22(t=4.09, p<.001), respectively in New York). Also, the valence of WOM is shown to contribute positively to the improvement of the city attitude in each city(path coefficient: .41(t=4.87, p<.001) in Beijing; path coefficient: .44(t=5.24, p<.001) in New York). It is also found that the city attitude has positive influence on the visit intention(path coefficient: .43(t=7.24, p<.001) in Beijing; path coefficient: .50(t=8.91, p<.001) in New York) and the living intention(path coefficient: .44(t=7.15,p< .001) in Beijing; path coefficient: .42(t=5.99, p<.001) in New York) for the city and the purchase intention for city`s specialties(path coefficient: .31(t=4.09, p<.001) in Beijing; path coefficient: .34(t=5.01, p<.001) in New York) respectively in each case. There are some implications in the study. First, the study suggests that the volume and the valence of WOM are closely related to the city attitude which can cause the economic development of the city(The increasing of visit intention would improve the income from the tourism and the higher living intention for the city would cause an influx of the population which could in turn increase the value of the city such as the price of real estate in the city. Also, the higher purchase intention for city`s specialties would positively contribute to the economic development of the city by the invigoration of the corresponding industry). Here, the volume of WOM can be affected by various efforts such as producing news related to the city, holding differentiated local festivals to appeal to outsiders, making a unique slogan or a symbol of a city, and so on. If the news were positive, the visitors were satisfied with the festival, or the city slogan or symbols were well fitted to the city and impressive, the valence of WOM would be more upgraded. Second, the finding that the valence of WOM has greater effects on the consequences of city marketing compared to the volume of that can give practical implications to practitioners of a local government. Third, the results can be also true of the country marketing which is also a kind of place marketing because the volume and the valence of WOM on the country are expected to have a deep relationship with the country attitude which in turn, in the same manner, could influence the visit intention and the living(or immigration) intention for the country and the purchase intention for country`s specialties respectively. That is, the research model in the study can be a generalized model applied to other place marketing. This study has some limitations regarding the generalization of the results. Nevertheless, we can find unique contributions from the study such as the establishment of the concept and characteristics for city marketing, the introduction of a generalized model related to the relationship between WOM and consequences of city marketing, and the empirical test of the model for the first time in domestic marketing literature.

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