SNS에 대한 이용자의 진정성 지각이 온라인 구전의 수용확산에 미치는 영향 : SNS미디어 인게이지먼트의 매개효과를 중심으로
Effects of SNS Users' perception of Authenticity on Acceptance and Dissemination of Online e-WOM : With Emphasis on Media Engagement as Intermediating Variables
- Resource Type
- Article
Text
- Authors
- 이경렬; 한송희; Lee, Kyung Yul; Han, Songhee
- Source
- 광고학연구, 11/29/2014, Vol. 25, Issue 8, p. 213-240
- Subject
- 페이스북
진정성
인게이지먼트
온라인 구전
SNS
Facebook
authenticity
e-WOM
engagement
media engagement
- Language
- 한국어(KOR)
- ISSN
- 1225-0554
The purpose of this study is to examine the effects of SNS users' perception ofauthenticity on acceptance and dissemination of online e-WOM. This studysuggested and tested the hypothetical model that SNS users' perception of authenticity hadindirect effects on acceptance and dissemination of online e-WOM via the intermediatingvariable such as media engagement. A survey was conducted for 400 current SNS usersaged 20-30 in Korea to gather data needed to test the causal relationship between SNSusers' perception of authenticity and acceptance and dissemination of online e-WOM viamedia engagement. The results of structural equation model analysis and Baron & Kenny(1986)'sthree- staged regression analysis found that SNS users' perception of authenticity hadindirect effects on acceptance and dissemination of online e-WOM via media engegement. This means that media engagement plays the important role as the intermediatingvariable in the causal relationship between SNS users' perception of authenticity andacceptance and dissemination of online e-WOM.