본 연구는 타오바오 라이브 스트리밍 쇼핑의 특성과 주관적 규범이 라이브 스트리밍 쇼핑 사용 의도에 어떤 영향을 미치는지에 대해 조사하였다. 타오바오 라이브 스트리밍 쇼핑의 특성인 ‘인식된 즐거움’, ‘신뢰성’, ‘상호작용성’, ‘즉시성’과 ‘주관적 규범’이 타오바오 라이브 스트리밍 쇼핑의 사용 의도에 미치는 영향을 파악하기 위해 몰입이론과 합리적 행동 이론을 기반으로 연구를 진행하였다. 중국인 335명을 대상으로 설문조사를 실시하였으며 결과는 다음과 같다. ‘상호작용성’을 제외한 나머지 특성인 ‘인식된 즐거움’, ‘신뢰성’ 및 ‘즉시성’이 타오바오 라이브 스트리밍 쇼핑 사용에 대한 태도에 긍정적인 영향을 미치는 것으로 나타났다. 타오바오 라이브 스트리밍 쇼핑 사용에 대한 태도는 타오바오 라이브 스트리밍 쇼핑 사용 의도에 긍정적인 영향을 미치는 것으로 나타났으며 ‘주관적 규범’이 사용 의도에 긍정적인 영향을 줄 수 있는 것으로 나타났다. 본 연구는 타오바오 라 이브 스트리밍 쇼핑의 특성과 ‘주관적 규범’이 라이브 스트리밍 쇼핑 이용 의도에 어떤 영향을 미치는지 이해하는데 도움이 될 뿐만 아니라 다양한 라이브 스트리밍 쇼핑에 관한 마케팅 전략을 개발 하는데 도움이 될 수 있다.

The rapid development of the internet has enlarged the scale and scope of marketing communication and supported a base for electronic word–of-mouth (e-WOM). According to Bickart and Schindler (2001), e-WOM usually includes personal experiences and opinions transmitted via the written words in virtual social networks. Studies on e-WOM in virtual communities suggest that e-WOM strongly influences attitudes and behaviors of consumers and thus importance of e-WOM is growing in marketing communication and advertising. Accordingly, a lot of researchers have investigated to identify factors influencing e-WOM activity. Noticeably, characteristics of e-WOM receivers (e.g. Awad & Ragowsky, 2008; Godes & Mayzlin, 2004) and usage experiences of e-WOM in Social Network Service (SNS) (e.g. Flanagin & Metzer, 2000; Johnson, Kaye, Bicard, & Wong, 2008) have been frequently examined. These factors are expected to contribute to a research model in the current research. Based on previous studies, this research investigates factors which have a positive impact on diffusion of e-WOM information. Specifically, three characteristics of e-WOM receivers are suggested as antecedents: perception of instrumentality of e-WOM, perception of usefulness of e-WOM, and perception of trust in e-WOM. In addition, a moderating variable is proposed: usage experiences of e-WOM. A Structured questionnaire is designed to measure the proposed factors and diffusion of e-WOM information with a five-point Likert scale. An online survey is used to collect responses of consumers who have experienced e-WOM information on a certain goods or services in SNS within the last three months. 358 usable responses are used for statistical analyses to examine the proposed research model. This study will contribute to the e-WOM research field where there is little published work to identify characteristics of e-WOM receivers and their effects on diffusion of e-WOM information, suggest the model of information processing of e-WOM, and consider both roles of e-WOM receivers and senders of consumers. It may also provide managerial implications to devise a better marketing communication strategy by harnessing e-WOM and encouraging influential individuals as considerable promoters to shape the scope of advertising and e-WOM processes.

To clarify the nature of the effect of collaborative communication on marketing performance, this study draws on the opportunism theory in order to develop a conceptual framework for investigating how a marketer’s opportunism moderates the relationship between collaborative communication and marketing performance. Empirical findings indicate that a marketer’s opportunism negatively moderates the relationship between collaborative communication and customer cooperation performance, whereas it positively moderates the relationship between collaborative communication and financial performance.

An extensive body of research on the effects of the country-of-origin (COO) on the purchase of foreign brands has emerged in the international marketing stream. Although previous studies have enhanced the understanding of the effects of the COO on the purchase of foreign brands, they provide limited insight into organizational buyers’ behavior on foreign brands. The objective of this research is to provide an understanding of the effects of the COO on overseas distributors’ behavior in international marketing channels. Integrating the theory of planned behavior and the concepts of country-induced biases, the current study develops an empirically testable model that explains and predicts overseas distributors’ behavior in international marketing channels. The model identifies attitude toward foreign brands, social valuation of the origin of brands, and perceived behavioral control as the factors affecting overseas distributors’ intention to place foreign brands. The model also incorporates the factors of country-induced biases—buyer animosity and perceived risk to the origin of manufacture as the antecedents of attitude toward foreign brands. The model is tested using the primary data drawn from a survey. Findings from an examination of 103 distributors in America reveal that these country-induced biases affect the intention to place foreign brands, in the manner of the hypotheses, through the attitude toward foreign brands. Finally, the present study discusses implications for theory and practice, indicates limitations, and concludes with some suggestions for future research.