意見善導重複水準에 따른 意見先導者의 特性 比較

Abstract

오늘날 企業이 販賣促進戰略을 樹立함에 있어서 한결같이 바라는 바는 販賣促進活動의 商業性을 제거함으로써, 販賣促進活動의 信賴性을 높이는 것이다. 마케팅 관계자들은 이 問題에 대한 解消方案으로 二段階 意思傳達現象(two-step flow of communication) - 情報의 흐름은 大衆媒體로부터 意見先導者의 仲介를 거쳐 大衆에게 傳達된다. - 에 큰 關心을 갖게 되었다. 二段階 意思傳達模型을 마케팅戰略에 應用하는 데는 많은 어려움이 있다. 가장 決定的인 問題는 製品을 구매하도록 影響力을 발휘하는 意見先導者를 찾아내는 것이다. 各 製品에 대해서 意見先導者를 豫測하여, 찾아내는 어려움은 여러 商品에 대해 重複된 意見先導力을 보이는 複合商品意見先導者 및 一般的意見先導者(generalized opinion leaders)의 特徵을 把握하여 이들을 쉽게 區別해 낼 수 있게 됨으로써 해결할 수 있을 것이다. 本 論文에서는 한 商品에서만 先導力을 갖는 單一商品意見先導者, 몇 가지 商品에 대해 先導力을 갖는 複合商品意見先導者를 判別하고 이들 間에 어떤 特性의 差異가 있는지를 살펴보았다. 구체적인 硏究主題는 다음과 같다. 첫째, 商品意見先導者를 意見先導 重複水準에 따라 單一商品意見先導者, 複合商品意見先導者, 一般的意見先導者로 분류하여 그들 間의 特性을 비교·분석하였다. 둘째, 各 商品別로 意見先導者들의 意見先導力을 測定하여, 商品意見先導力間의 相關關係를 분석하였다. 이를 통해서 한 商品의 意見先導力과 다른 商品의 意見先導力과의 相關關係를 보았다. 셋째, 商品領域別로 意見先導者를 판별하고, - 類似한 關心分野에 속한 것으로써, 相關度가 높은 商品들의 意見先導者들을 통합시킴 - 그들 間의 特性差異를 비교·분석하였다. 위의 特性比較는 社會的交際 및 活動의 參與度, 外向性(cosmopoliteness), 媒體露出頻度, 新製品受容度, 情報源의 多樣性과 類型, 社會·經濟水準 및 人的事項 등의 側面에서 分析되었다. 硏究方法은 서울市內 主婦 420名을 대상으로 質問紙調査를 실시하였고, 意見先導者를 判別하는데 이용된 製品의 範圍는 큰 家電製品, 작은 家電製品, 衣裳·食料品·化粧品 등 다섯 品目의 消費商品이었다. 本 論文에서 얻어진 結果는 다음과 같다. 첫째, 意見先導 重複水準이 높은 意見先導者일수록, 즉 單一商品 意見先導者보다 複合商品意見先導者가, 複合商品意見先導者보다 一般的 意見先導者가, 社會的交際 및 活動의 參與度가 크고, 外向性도 더 높으며, 新製品受容度도 더 빠르고, 新製品情報源이 더 多樣하였다. 媒體露出頻度에서는 印刷媒體 露出頻度는 意見先導重重複水準이 높을수록 頻度率이 높았으나, 電波媒體의 露出媒度에서는 有意的인 차이가 없는 것으로 나타났다. 그밖에 社會·經濟水準 및 人的事項에서도 重複水準에 따른 有意的인 差異는 나타나지 않았다. 綜合的으로 볼 때, 意見先導者 重複水準이 낮은 意見先導者와 높은 意見先導者의 特性差異는 追從者와 先導者의 特性差異와 유사하다고 할 수 있었다. 둘째, 商品別 意見先導力間의 相關分析에서는 關心分野가 유사한 商品間의 相關關係가 높았다. 즉 큰 家電製品과 작은 家電製品, 食料品과 작은 家電製品, 衣裳과 化粧品에 있어서 意見先導力의 相關關係가 높게 나타났다. 이 結果는 先行硏究들과 대체로 一貫性이 있었다. 셋째, 商品領域別 意見先導者間의 特性比較 結果는 社會的交際 및 活動, 外向性露出頻度, 新製品受容度, 情報源의 多樣度와 類型, 人的事項등 어떤 特徵에서도 有意的 差異가 없었고, 대체적으로 유사한 分布를 나타냈다.;The Central focus of modern promotion strategy is to enhance the credibility of the marketing communication by eliminating the commerciality of marketing communication. Marketers have paid increasing attention, as a means of solving this problem, to two-step flow of communication. information flows from mass media to mass audience through the mediation of so-called opinion leaders. There are difficulties in applying two-step flow of communications to marketing strategy. The decisive problem is to identify the opinion leaders who will influence others to buy the product. The difficulties of identifying opinion leaders for specific products might be reconciled it we found the characteristics of polymorphic opinion leaders and generalized opinion leaders who exert influence across a variety of products so that they can be easily identified. The objective of this paper, therefore, is to make a distinction between monomorphic opinion leaders who exert influence, only in one product and polymorphic opinion leaders and generalized opinion leaders who exert influence in a variety of products, and then analize the differences of their characteristics. More specifically, this paper dealt with the following issues: First, the characteristics of monomorphic opinion leaders, polymorphic opinion leaders and generalized opinion leaders classified by the levels of opinion leadership overlap were compared. Second, the intercorrelation between leadership scores across products was presented. That is, correlation between oplnlon leadership for one product and opinion leadership for another product was analized. Third, classification of opinion leaders by product category - opinion leaders of products that show high correlation by involving similar interest is classified together - and then comparisons of their characteristics were made. In making comparison as stated above, the consideration is given to: sociological aspects, cosmopoliteness, mass media exposure, new product adoption, the type and the variety of information sources, demographical sides and so forth. Research was made by conducting a questionnaire survey with 420 housewives in Seoul and research product category for identifying opinion leaders included five consumer products of large appliances, small appliances, clothing fashions, food products and cosmetics. The result of this study was shown below: First, the higher the levels of opinion leadership overlap, the more participation in social interaction and activities by opinion leaders; the earlier in new product adoption; and the more various in information sources. In mass media exposure, the higher the levels of leadership overlap, the higher printed media exposure's frequency. But electric media exposure's frequency showed no significant differences according to overlap levels. Also, media types showed no significant differences among monomorphic, polymorphic, and generalized opinion leaders. In summary, differences of characteristics of opinion leaders classified by levels of leadership overlap were similar to the differences of characteristics between followers and opinion leaders. Second, as to the correlation analysis of opinion leadership scores across products, the highest correlation was recorded between large appliances and small appliances. The second highest correlation was between foods and small appliances. The third highest correlation was between women's fashions and cosmetics. This result was generally consistent with previous studies. Third, the comparisons of characteristics of opinion leaders for specific product category classified by their leadership's product category - opinion leaders for large and small appliances, opinion leaders for cosmetics and clothing fashions, opinion leaders for foods - showed no significant differences in any characteristics of sociological interaction, cosmopoliteness, mass media exposure, new product adoption, media type, the variety of information sources and demographical dimensions.