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인터넷사이트의 애호도와 동일시의 매개적 효과에 관한 탐색적 연구

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Alternative Title
An Exploratory Study on the Intervening Effects of Likeness and Identification on Marketing Performance
Abstract
본 연구는 인터넷사이트의 애호도와 동일시의 매개적 효과를 추정하고자 하였다. 인터넷 사이트중에서 검색엔진에 대하여 애호도와 동일시가 마케팅 성과 즉 관계유지와 구전활동에 미치는 영향을 알아보며 애호도와 동일시를 높이기 위한 선행변수를 살펴보고 이들이 애호도와 동일시에 미치는 영향을 추정하였다. 따라서 전체적인 모형은 애호도와 동일시를 중심으로 이들의 선행변수와 결과변수를 포함하므로 구조방정식모형으로 추정하였다. 전체모형의 추정결과는 만족스럽게 나오지 않았으나 시사점은 제공해 줄 수 있을 것으로 생각된다. 애호도와 동일시는 모두 마케팅 성과에 유의한 영향을 미치는 것으로 나타나 애호도와 동일시를 높이면 마케팅성과가 좋아지는 것으로 볼 수 있다. 그러나 선행변수들은 일부는 유의하나 유의하지 않은 변수들이 있어 전체적으로 일관된 시사점을 제공해 주기는 어려운 것으로 나타나고 있다. 앞으로 마케팅성과에 영향을 미치는 변수들에 대한 연구가 더욱 필요할 것이다.
This study aims to estimate the intervening effects of likeness of internet sites and identification with them. Search engine is chosen as a study item. The effects of likeness and identification on marketing performance such as relationship and word ol mouth are investigated. In addition, the antecedents of likeness and identification are also studied. Therefore, the whole model includes the antecedents and outcome variables of likeness and identification. As a result, the structural equation is used for estimation. The result is not good but some implication can be made. The effects of likeness and identification on marketing perfomance are significant. So to raise markeing performance, internet sites must make users to like the site and identify themselves with it. However, some antecedents arc significant and others are not. Therefore some consistent suggestion about antecedents is not easy to make. In the future, the further study about variables affecting marketing perfomance is necessary.
This study aims to estimate the intervening effects of likeness of internet sites and identification with them. Search engine is chosen as a study item. The effects of likeness and identification on marketing performance such as relationship and word ol mouth are investigated. In addition, the antecedents of likeness and identification are also studied. Therefore, the whole model includes the antecedents and outcome variables of likeness and identification. As a result, the structural equation is used for estimation. The result is not good but some implication can be made. The effects of likeness and identification on marketing perfomance are significant. So to raise markeing performance, internet sites must make users to like the site and identify themselves with it. However, some antecedents arc significant and others are not. Therefore some consistent suggestion about antecedents is not easy to make. In the future, the further study about variables affecting marketing perfomance is necessary.
Author(s)
김도일
Issued Date
2002
Type
Research Laboratory
URI
https://oak.ulsan.ac.kr/handle/2021.oak/3635
http://ulsan.dcollection.net/jsp/common/DcLoOrgPer.jsp?sItemId=000002024624
Alternative Author(s)
Kim, Doyle
Publisher
경영학연구논문집
Language
kor
Rights
울산대학교 저작물은 저작권에 의해 보호받습니다.
Citation Volume
9
Citation Number
2
Citation Start Page
23
Citation End Page
32
Appears in Collections:
Research Laboratory > Journal of management
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