소비자교육 피추천자의 참여도에 영향을 미치는 사회적 네트워크 특성에 관한 연구

초록

In this study, we attempt to explore how a consumer’s social network influence to joining consumer education of recommendee. For the purpose, we explore two research questions;(1) How present recommend process in consumer’s social network? What is the important structural property of the consumer’s social network for recommend? (2) How the structural properties of the consumer’s social network influence to join consumer education of Recommendee?Using data, we first visualized a consumer’s social network, and we found that the network form many small cluster and they have strong tie within the cluster. And then we analyzed demographic characteristics and network properties which are in-degree, out-degree, degree centrality, betweenness centrality, closeness centrality, and structural hole for examining influence of the properties to join consumer education of recommendee. We found degree centrality of the network is 0.03, betweenness centrality is 0.004, closeness centrality is 0.054,and structural hole is 0.756. In order to analyze the relation between consumer’s social network properties and being recommendee by recommender, we did logistic regression. From the analysis, we found the degree centrality, in-degree, and betweenness centrality strongly influence to being recommendee by recommender in the social network. Also we analyzed logistic regression for searching the relation between consumer’s social network properties and joining consumer education of recommendee. Then we found the degree centrality and in-degree influence to joining consumer education of recommendee in the social network.

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