SNS 네트워크 특성이 소비자의 감정 반응 및소비 행동에 미치는 영향 = The Impact of SNS Network Characteristics on Consumers’ Emotional and Behavioral Reaction

국문 초록 (Abstract)

본 논문은 지인들이 SNS상에 올리는 특정 상품 관련 게시물을 보고 소비자들이 경험하는 감정적 반응과 구매 행동에 대해 연구한다. 특히, 소비자들에게 상이한 감정 반응과 구매 행동을 불러일으키는 요인으로서 게시인과의 네트워크 특성, 즉 게시인과의 유대 강도 (tie strength) 및 유사성(similarity)에 주목한다. 연구 결과 소비 자들은 게시인과의 유사성보다는 유대강도가 강할 경우 지인에게 더 공감(empathy)을 많이 하는 것으로 나타났 다. 한편, 소비자들은 게시인과의 유사성이 높고, 유대 강도가 강할 경우 더 많은 선망(envy)을 느끼는 것으로 드러났다. 마지막으로, 소비자들이 느끼는 공감과 선망이라는 감정 반응 중 소비자의 구매 의도에 더 큰 영향을 미치는 감정은 선망인 것으로 드러났다. 위의 결과는 SNS 포스팅의 파급력을 배가하는 네트워크 특성과 그 감정적 기제를 단계적으로 규명한다는 면에서 그 이론적, 실무적 의의를 가진다.

다국어 초록 (Multilingual Abstract)

We try to investigate the effect of network characteristics between SNS users on the emotional reactions as well as product purchase intention through posted writings by SNS friends. Specifically, researchers focus on both tie strength and demographic similarity as causes that arouse different not only emotional reaction but also purchase intention. To test our hypotheses, we collect the data through lab experiment and analyze the data with two-way anova and simultaneous equation model. The results are as follows. First, only tie strength impacts positively on the feeling of consumers empathy when they read SNS posting. Second, the interaction effect of tie strength and similarity has a positive impact on feeling empathy. Specifically, consumers feel more envy after they view posting which is uploaded by both close and similar friends. Finally, as for consumer, not feeling empathy but feeling envy significantly effect on the purchase intention.
These results enrich the understanding about the role of network characteristics which affect comsumer behavior through emotional mechanisms. Furthermore, these findings have implication to marketing practitioners who try to make SNS marketing program more effective.

목차 (Table of Contents)

• Ⅰ. 서 론
• Ⅱ. 이론적 배경
• Ⅲ. 가설
• Ⅳ. 연구 방법
• Ⅴ. 연구결과
• Ⅵ. 결론

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