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The Moderate Effect of Market Maven to Intention of Word of Mouth on New Product

마켓메이븐이 신제품의 구전의도에 미치는 조절효과에 관한 연구

  • Song, Yongtae (Dept. of Business Administration, Sun Moon Univ.)
  • Received : 2016.09.04
  • Accepted : 2016.10.20
  • Published : 2016.10.28

Abstract

The purpose of this study is to explain the word-of-mouth communication that evolve differently from traditional marketing communications using existing mass media in an environment of the flooding of new products. In particular, people use digital devices as internet users and various communication is activated in blogs and communities. It is expanding that companies use market maven as a facilitator of communication. The role of Market maven due to the spread of the Internet seems to be more meaningful for marketing activities. Market maven is a look at how it should study moderate effect on word of mouth of new products. Empirical results show that perceived curiosity and perceived innovativeness of new product has a positive impact on the word of mouth of new product, and was confirmed in a moderate effect of market maven.

Keywords

Market maven;Innovativeness;Curiosity;Opinion leader;Early adopter;Word of mouth

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