CAJ | 학술논문

以SNS中企业与消费者互动情境下产生的外生口碑为研究对象，将口碑传播视作信息处理的结果和细分口碑传播的行为维度，探究信息特征对口碑发布行为和再传播行为的不同影响。对调研数据进行回归分析发现：趣味性对两者均有促进作用，临场感仅对口碑发布行为有促进作用，但信息性对二者均起抑制作用；不管对应的产品卷入度如何，临场感的影响效果无显著差异，但信息性对评论的抑制作用随卷入度的增强而增强。
이SNS중기업여소비자호동정경하산생적외생구비위연구대상，장구비전파시작신식처리적결과화세분구비전파적행위유도，탐구신식특정대구비발포행위화재전파행위적불동영향。대조연수거진행회귀분석발현：취미성대량자균유촉진작용，림장감부대구비발포행위유촉진작용，단신식성대이자균기억제작용；불관대응적산품권입도여하，림장감적영향효과무현저차이，단신식성대평론적억제작용수권입도적증강이증강。
With company-initiated WOM in SNS as a research object,this paper empirically explores the antecedents of WOM generation and transmission from the perspective of content characteristics. By running a regression analysis on ques-tionnaires,it is found that entertainment can promote both generation and transmission,and telepresence can only promote generation,but informativeness will suppress both of them;however the product involvement is,there is no significant difference in the influential of telepresence,but the suppression effect of informativeness will be enhanced with the involve-ment increases.