중국 왕홍 라이브 방송특성이 브랜드 인지도와 소비자 신뢰도에 미치는 영향 = Impact of Chinese Wanghong live broadcast characteristics on brand awareness and consumer trus

국문 초록 (Abstract)

스마트폰의 인식과 발전, 모바일 인터넷 사용의 급속한 인기와 혁신에
따라 중국 인터넷 시대 발전의 산물인 넷루트도 큰 발전을 이루었다. 중
국의 왕홍은 유튜브와 마찬가지로 재능이나 흥미로운 콘텐츠로 소비자의
큰 관심을 받고 일정 기간 동안 구독자와 팬을 확보한 후 광고나 제품을
판매하는 인터넷 유명인 또는 유명 스타를 말한다. 이런 식으로 이른바
왕홍 경제가 자연스럽게 등장하였다. 온라인 쇼핑 시장의 성장, 웹캐스팅
기술의 지속적인 혁신, 왕홍 경제의 발전과 함께 라이브 마케팅은 점차
가장 효과적인 마케팅 도구 중 하나가 되었으며 전자상거래 분야에서 왕
홍의 영향력은 많은 주목을 받고 있다.
전자상거래 시장의 폭발적인 성장으로 인해 중국의 왕홍 경제는 다른
나라보다 일찍 시장 성숙 단계에 진입하였다. 팬들은 왕홍이 추천하는
제품에 점점 더 많은 관심을 기울이고 브랜드에 점점 더 많은 것을 요구
하고 있으며, 이는 왕홍이 개인 브랜드에 매우 유리한 발전 환경을 조성
하고 있는 것으로 보인다.
오늘날 라이브 방송과 쇼핑의 결합이 점차 사람들의 일상 속으로 파고
들면서 웹 셀럽의 라이브 방송이 점점 더 많은 사람들에게 수용되고 있
다. 따라서 웹 셀럽의 브랜드 추천과 평가가 브랜드 제품에 대한 인식과
소비자의 신뢰에 어떤 영향을 미치는지, 그 영향을 관찰하여 웹 셀럽 경
제와 같은 비즈니스 모델을 보다 효과적으로 활용하여 소비자의 구매를
더욱 촉진하고 더 많은 수익을 창출할 수 있는 방법을 모색하는 것이 중
요하다.
기존 연구들을 살펴보면 왕홍 라이브 방송의 특성, 브랜드 인지도, 소
비자 신뢰에 대한 연구는 상대적으로 적은 편이다. 이에 본 연구는 왕홍
의 라이브 방송 특성과 브랜드 인지도가 소비자 신뢰에 미치는 영향에
대해 조사하였다.
연구결과 첫째, 왕홍 라이브 특성은 브랜드 인지도에 긍정적인 영향을
미친다. 왕홍 라이브 특성과 관련된 요인을 분석하여 정보성, 상호작용
성, 신뢰성, 매력성, 오락성의 다섯 가지 변수를 추출하였다. 변수 중 매
력도 값이 가장 컸다. 즉, 왕홍 라이브 방송을 시청할 때 소비자의 호감
도가 높을수록 소비자는 해당 브랜드의 제품을 신뢰할 가능성이 높다고
할 수 있다.
둘째, 왕홍 라이브 스트리밍 특성의 정보성, 상호작용성, 신뢰성, 매력
성, 오락성, 브랜드 인지도 간의 직접적인 관계에서 왕홍 라이브 스트리
밍은 정보성, 상호작용성, 신뢰성, 매력성, 오락성과 상관관계가 있는 것
으로 나타났다. 그리고 연구 결과 브랜드 인지도에 긍정적인 영향을 미
치는 것으로 나타났다. 즉, 왕홍 라이브 빙송 특성에 대한 브랜드 인지도
인식이 높을수록 브랜드 인지도도 높아지는 것으로 나타났다.
셋째, 브랜드 인지도와 소비자 신뢰의 직접적인 관계에서는 브랜드 인
지도는 소비자 신뢰에 긍정적인 영향을 미치는 것으로 나타났다. 브랜드
인지도가 높을수록 소비자 신뢰도가 더 긍정적인 것으로 나타났다.
이러한 연구 결과를 바탕으로 왕홍 라이브 방송의 정보성, 상호작용성,
신뢰성, 매력성, 재미성에 대한 브랜드 인지도는 소비자 신뢰에 긍정적인
영향을 미치며, 따라서 넷플릭스 라이브 방송에 대한 브랜드 평가는 긍
정적인 영향을 미친다는 것을 알 수 있다. 브랜드 마케팅과 홍보를 통해
영향력을 긍정적으로 활용하고 적극적인 구매로 이어질 수 있다고 논의
할 수 있지만, 브랜드 인지도에 영향을 미치는 다양한 요인들을 검증하
고 검증함으로써 소비자의 신뢰를 유도할 수 있다고 생각한다. 이 같은
결과를 토대로 실행 가능한 마케팅 전략을 수립할 필요가 있다.

다국어 초록 (Multilingual Abstract)

With the recognition and development of smartphones and the rapid
spread and innovation of mobile Internet use, Wang Hong, a product
of the development of China's Internet era, has also made great
progress. Like YouTube, China's Wang Hong is also an
Internet-based influencer or famous star, gaining great attention from
consumers with his or her own talent or interesting content, and
selling advertisements or products after securing subscribers and fans
for a certain period of time. Through this method, the so-called
Wang Hong economy was naturally created. With the growth of the
online shopping market, continuous innovation in webcasting
technology, and the development of Wang Hong's economy, live
marketing has gradually become one of the most effective marketing
tools, and Wang Hong's influence in the field of e-commerce has
attracted much attention.
Due to the explosive growth of the e-commerce market, China's
Wanghong economy entered the market maturity stage earlier than
other countries. Fans are paying more attention to products
recommended by Wang Hong and demanding more from the brand,
which creates a very favorable development environment for Wang
Hong and individual brands.
Today, as the combination of live broadcasting and shopping
gradually penetrates people's daily lives, Wang Hong's live
broadcasting is being accepted by more and more people, and what
effect does Wang Hong's brand recommendation and evaluation have
on the perception of brand products and consumer trust? By
observing the impact, business models such as Wang Hong Economy
can be utilized more effectively, further promoting consumer
purchases and generating more profits.
As a result of examining previous studies, there were relatively
few studies on the characteristics of Wang Hong's live broadcasts,
brand awareness, and consumer trust. Accordingly, this study studied
the effects of Wang Hong's live broadcast characteristics and brand
awareness on consumer trust.
This study analyzed the effects on the characteristics, brand
awareness, and consumer trust of Wang Hong live broadcasting with
Chinese consumers in their 20s watching Wang Hong live
broadcasting as research subjects. The relationship between the
characteristics of Wang Hong live broadcasting, brand awareness, and
consumer trust was analyzed. It is believed that the research results
can serve as useful data and basic data for related brand companies.
First, the characteristics of Wang Hong live broadcasting have a
positive effect on brand awareness. As a result of analyzing factors
related to the characteristics of Wang Hong live broadcasting, five
variables including information, interactivity, reliability, attractiveness,
and entertainment were extracted, and among the variables,
attractiveness was extracted. The sex value was found to be the
largest. In other words, it can be said that the greater the liking for
Wang Hong when watching Wang Hong's live broadcast, the more
likely it is that consumers will trust the brand's products.
This study analyzed the effects on the characteristics, brand
awareness, and consumer trust of Wang Hong live broadcasting with
Chinese consumers in their 20s watching Wang Hong live
broadcasting as research subjects. The relationship between the
characteristics of Wang Hong live broadcasting, brand awareness, and
consumer trust was analyzed. It is believed that the research results
can serve as useful data and basic data for related brand companies.
First, the characteristics of Wang Hong live broadcasting have a
positive effect on brand awareness. As a result of analyzing factors
related to the characteristics of Wang Hong live broadcasting, five
variables including information, interactivity, reliability, attractiveness,
and entertainment were extracted, and among the variables,
attractiveness was extracted. The sex value was found to be the
largest. In other words, it can be said that the greater the liking for
Wang Hong when watching Wang Hong's live broadcast, the more
likely it is that consumers will trust the brand's products.
Second, in the direct relationship between the information,
interactivity, reliability, attractiveness, entertainment, and brand
awareness, which are the characteristics of Wang Hong live
broadcasting, the informativeness, interactivity, reliability, attractiveness,
and entertainment of Wang Hong live broadcasting are related to brand
awareness. It was found to have a positive impact. In other words, the
higher the perception of the Wanghong live broadcast characteristics of
brand awareness, the higher the brand awareness.
Third, in the direct relationship between brand awareness and
consumer trust, brand awareness was found to have a positive effect
on consumer trust. It shows the standardized regression coefficient
between brand awareness and consumer trust (β=.511, p<.001). In
other words, the higher the perception of brand awareness, the more
positive the consumer's trust.
Based on the results of this study, it was found that the brand
awareness of Wanghong Live Broadcast's characteristics of
information, interactivity, reliability, attractiveness, and entertainment
has a positive effect on consumer trust, so the brand evaluation of
Wanghong Live Broadcast had a positive impact. We can discuss the
implications that brand marketing and promotion can be used to
actively utilize the influence and lead to active purchases. At the
same time, consumer trust can be induced through verification and
verification of various factors that affect brand awareness. I think it
is possible to establish a viable marketing strategy.

목차 (Table of Contents)

• Ⅰ. 서 론 ············································································································· 1
• 1. 연구의 필요성 ······························································································· 1
• 2. 연구의 목적 ··································································································· 3
• Ⅱ. 이론적 배경 및 선행연구 ········································································ 5
• 1. 중국 왕홍 라이브 방송의 특성 ································································· 5
• 2. 브랜드 인지도 ····························································································· 16
• 3. 소비자 신뢰도 ····························································································· 20
• Ⅲ. 연구설계 ······································································································ 21
• 1. 연구모형 및 연구가설 ··············································································· 22
• 2. 연구대상 및 측정도구 ··············································································· 23
• 3. 자료처리 및 분석 방법 ············································································· 30
• Ⅳ. 연구결과 ······································································································ 31
• 1. 조사대상자의 인구통계학적 특성 ··························································· 32
• 2. 측정변인 신뢰도 검증 ··············································································· 33
• 3. 측정변인 유효성 검증 ··············································································· 34
• 4. 가설 검증 ··································································································· 37
• Ⅴ. 결 론 ············································································································· 41
• 1. 요약 및 결론 ······························································································· 42
• 2. 연구의 한계점 및 향후 연구 방향 ························································· 44
• 참고문헌 ············································································································ 46
• 부록 : 설문지 (한국 / 中文) ········································································ 57
• Abstract ············································································································ 63
• 摘要(중국어) ···································································································· 67