마이크로 블로그 특성이 브랜드 태도와 구매의도에 미치는 영향 : 중국 시나 웨이보를 중심으로 = The influence of the characteristics of micro-blog on the brand attitude and purchase Intention : focus on the Sina of China

국문 초록 (Abstract)

Twitter를 비롯한 마이크로 블로그가 많이 사용되고 있다. 2007년에 마이크로 블로그가 중국에 진출한 후, 2009년부터 2016년까지 발전하여 많은 사람들이 마이크로 블로그를 많이 이용하고 있다. 특히 시나 웨이보는 급속하게 발전해 나아가고 있다. 마이크로 블로그는 거대한 상업가치가 있어서, 많은 기업들은 마이크로 블로그의 마케팅 전략에 초점을 맞추고 있다. 마이크로 블로그를 통한 새로운 홍보방식을 발굴하며, 예를 들어 의류기업, 화장품기업 등은 모두 자신의 마이크로 블로그를 개척하고 있다(주경봉, 2013).
마이크로 블로그는 편리성, 정보성, 상호작용성, 실시간성, 신뢰성 등 특성으로 인해 새로운 마케팅 수단으로 이목을 끌고 있다. 기업은 마이크로 블로그를 통해서 제품에 대한 홍보, 소비자와의 관계 커뮤니케이션등을 효율적으로 이루어낼 수 있다. 현재 기업 마이크로 블로그에 관한 연구들은 주로 기업 마이크로 블로그의 브랜드 태도, 소비자 구매의도등에 집중되어 있는 반면에 기업 마이크로 블로그의 특성에 따라 사용자 심리에 관한 연구는 많이 없다. 본 연구는 기업 마이크로 블로그의 특성이 사용자가 브랜드에 대한 태도와 사용자의 구매의도에 미치는 영향에 관한 연구를 진행하고자 하였다.
본 연구의 결과를 요약하면 다음과 같다.
첫째, 편리성이 브랜드 태도에 정의 영향을 미치는 것으로 나타났다.
둘째, 정보성이 브랜드 태도에 정의 영향을 미치는 것으로 나타났다. 셋째, 상호작용성이 브랜드 태도에 정의 영향을 미치는 것으로 나타났다. 넷째, 실시간성이 브랜드 태도에 정의 영향을 미치는 것으로 나타났다. 다섯째, 신뢰성이 브랜드태도에 정의 영향을 미치는 것으로 나타났다. 마지막으로 브랜드 태도가 구매의도에 미치는 영향을 소비자에게서 더 큰것으로 나타났다. 도출된 연구결과를 통하여 마케터들이 마케팅 전략을 세우는 데서 온라인 소비자들의 태도를 호의적으로 전환시키기 위하여 관련 책임자들이 마이크로 블로그의 특성을 잘 이용해야 하는 것이 중요한 과제라는 것을 알 수 있다.
본 연구의 주요 시사점과 의의는 다음과 같다.
중국인이 시장에서 홍보나 광고 내지 마케팅 촉진활동을 전개할 때 마이크로 블로그의 활용 정책과 방안을 마련하는 데 본 연구가 도움을 줄 수 있을 것이다.
이러한 연구 결과를 바탕으로 향후에는 마이크로 블로그의 특성, 브랜드에 대한 태도와 구매의도를 측정할 수 있는 개념 정립에 대한 추가적인 연구가 필요할 것으로 여겨지며, 이는 마이크로 블로그의 특성을 유용한 마케팅 수단으로 활용하고 이를 활성화시키는 과정에서 핵심적인 역할을 할 것으로 기대된다.

다국어 초록 (Multilingual Abstract)

Internet microblog, arisen from abroad such as Twitter, has been increasingly and widely used. Microblog, introduced into China since 2007, has become more and more familiar to the public after 8 year’s development from 2009 to 2012, especially Sina Microblog, which develops faster. Meanwhile, many enterprises, engaged in clothing industry and cosmetic enterprise, start to use microblog as one of their marketing strategy and register microblog IDs to publicize themselves because of the huge commercial value of the microblog.
Microblog has attracted much attention recently on the social internet and also become a new marketing platform due to its convenience, informativeness, interactivity, instantaneity and dependability, through which the enterprises publicize their products and interact with the consumers. Now research on enterprise microblog mainly focuses on the brand attitude and consumer action, however, there are few researches on the consumers psychological intentions according to the features of the enterprise microblog. Thus, this thesis is around the research on the influence of the users’ brand attitude and purchasing intension of the enterprise’s microblog.
The research results are summarized as follows.
First, convenience have active influence on the brand attitude.
Second, informativeness have active influence on the brand attitude.
Third, interactivity have active influence on the brand attitude.
Fourth, instantaneity have active influence on the brand attitude.
Fifth, dependability have active influence on the brand attitude.
finally, brand attitude have active influence on the purchasing intension. The results of the research can not get through to the marketing strategy to establish the online consumer's attitude in good faith in order to make the switch to the relevant person in charge of the microblog, it should take the characteristics of the important issue to understand.
The research of the enlightenment and meaning is as follows.
The practical implication of this study is that it offers a reference for the enterprises of Chinese, which want to entry into each other market, and which intend to employ microblogging to be one kind of marketing methods and establish proper microblogging policies and plans.
On the other hand, it is necessary to make a definition of microblog characteristics, brand attitude and intention to purchase.
Moreover, microblog would play an important role in the marketing areas.

목차 (Table of Contents)

• 제1장 서 론 ········································································································1
• 제1절 연구 배경과 목적 ················································································1
• 제2절 연구 방법 및 구성 ··············································································3
• 1. 연구 방법 ·································································································3
• 2. 연구 구성 ·································································································3
• 제2장 이론적 배경 ··························································································5
• 제1절 마이크로 블로그의 정의 ····································································5
• 제2절 마이크로 블로그 서비스 –시나 웨이보 ········································8
• 1. 시나 웨이보의 정의 ···············································································8
• 2. 시나 웨이보의 이용 현황 ·····································································9
• 제3절 마이크로 블로그 특성 ······································································14
• 1. 편리성 ·····································································································15
• 2. 정보성 ·····································································································17
• 3. 상호작용성 ·····························································································18
• 4. 실시간성 ·································································································20
• 5. 신뢰성 ·····································································································22
• 제4절 브랜드 태도 ························································································24
• 제5절 구매 의도 ····························································································27
• 제3장 연구방법 ·······························································································29
• 제1절 조사설계 ······························································································29
• 1. 연구모형 ·································································································29
• 2. 연구가설 ·································································································30
• 2.1 마이크로 블로그 편리성과 브랜드 태도의 관계 ·····················30
• 2.2 마이크로 블로그 정보성과 브랜드 태도의 관계 ·····················30
• 2.3 마이크로 블로그 상호작용성과 브랜드 태도의 관계 ·············31
• 2.4 마이크로 블로그 실시간성과 브랜드 태도의 관계 ·················32
• 2.5 마이크로 블로그 신뢰성과 브랜드 태도의 관계 ·····················33
• 2.6 브랜드 태도와 구매의도의 관계 ·················································34
• 3. 연구대상 및 자료수집 ·········································································35
• 제2절 변수의 조작적 정의와 측정 ····························································35
• 1. 마이크로 블로그 특성 ·········································································36
• 1.1 편리성 ·······························································································36
• 1.2 정보성 ·······························································································37
• 1.3 상호작용성 ·······················································································39
• 1.4 실시간성 ···························································································38
• 1.5 신뢰성 ·······························································································39
• 2. 브랜드 태도 ···························································································39
• 3. 구매 의도 ·······························································································40
• 제4장 실증 분석 ·····························································································41
• 제1절 응답자 분석 ························································································41
• 1. 응답자의 인구통계학적 특성 ·····························································41
• 2. 응답자의 마이크로 블로그 이용 행태의 특성 ·······························43
• 제2절 타당성과 신뢰성 분석 ······································································48
• 제3절 확인적 요인분석 ················································································53
• 1. 확인적 요인분석 결과 ·········································································53
• 2. 판별타당성 ·····························································································56
• 3. 상관관계분석 ·························································································58
• 제4절 연구 가설의 검증 ··············································································59
• 1. 구조방정식모형의 적합도 ·······························································59
• 2. 연구 가설의 검증 ·············································································60
• 제5장 결론 ········································································································64
• 제1절 연구결과 및 요약 ··············································································64
• 제2절 연구의 시사점 ····················································································66
• 제3절 연구의 한계점 및 향후 연구 방향 ················································68
• 참고문헌 ··········································································································70
• 부록 1. 설문지(한국어) ···············································································78
• 부록 1. 설문지(중국어) ··············································································· 85
• Abstract ····································································································· 91