사회자본이 마케팅 참여자들 간의 정보활동에 미치는 영향

Abstract

The purpose of this paper is to examine a structural relationship among elements of social capital and information activities in BtoB and CtoC contexts. Thus the thesis includes two main empirical researches. First, STUDY 1, the research in BtoB context, considers the effects of mobilizable social capital elements between a franchisee and a franchisor such as tie strength, shared goals, and mutual trust on information sharing and relationship continuity intention in franchising system. Second, STUDY 2, the research about CtoC context, considers the effects of mobilizable social capital elements among consumers such as their social network centrality and consensus on a receiver's word of mouth information adoption in movie-related online word of mouth context.

The results of two researches reveal that: 1) Using a covariance structural equation modeling, STUDY 1 examined the structural relationship among social capital(tie strength, mutual trust, and shared goals), information sharing and relationship continuity intention. Furthermore the study examined the differential effects of environmental factors such as social network density, competitive intensity, and market uncertainty on the relationship. Data were gathered from 271 franchisees in Busan. The results of this study indicate as follows. First, tie strength and shared goals affect mutual trust positively. Second, tie strength, shared goals and mutual trust affect information sharing positively. However, the other social capital elements except for mutual trust do not affect relationship continuity intention significantly. Third, information sharing does not also affect relationship continuity intention significantly. Through these results, the study suggests that mutual trust plays an important mediating role on the relationships between tie strength and information sharing and between shared goal and information sharing. In addition, the study shows that higher information sharing does not always guarantee higher relationship continuity intention. The study also suggests that the structural relationship among social capital, information sharing and relationship continuity intention can be changed by environmental factors. 2) Using a hierarchical multiple regression method and the mean-centering method to minimize multicollinearity problem, STUDY 2 examined the effects of sender's centrality, receiver's centrality, consensus and vividness on receiver's word of mouth information adoption. Data were gathered from 277 consumers who had obtained a word-of-mouth information related to a specific movie on internet. The results of the study indicate as follows. First, the relationship between sender's centrality and receiver's word of mouth information adoption does not have a nonlinear form but has a positive linear form. Second, consensus representing social norms affects positively receiver's word of mouth information adoption. Third, vividness of word of mouth information affects positively receiver's word of mouth information adoption. Fourth, the relationship between receiver's centrality and receiver's word of mouth information adoption has an U-shaped nonlinear form. Finally, the moderating effect of receiver's centrality on the relationship between sender's centrality and receiver's word of mouth information adoption dose not exist. The conclusions drawn from both STUDY 1 and STUDY 2 indicate that social capital theory can provide an useful viewpoint to analyze information activities among marketing participants. In other words, like physical capital and human capital, social capital embedded in the relationship among marketing participants is also a necessary resource to improve information sharing, relational performance, and so on.