기업의 파워블로그(power blog) 스폰서쉽(sponsorship)이 정보 신뢰도 및 구매의도에 미치는 영향

초록

This study aims at exploring how company's sponsoring a power-blog affects the way its visitors judge the credibility of product-related information and their intention to purchase the product, and how such effects vary depending on other factors, such as the valence (i.e., positive vs. negative) of the information and the number of subscribers of the blog. The experimental results suggest that the valence of product information and the number of blog subscribers have positive effects on the dependent variables. In addition to such main effects, interaction effects among the factors were found, which suggests that the effects of sponsorship can be properly grasped only when other environmental factors, including information valence and the number of subscribers, are jointly considered.

키워드