다단계 판매에서 구전내용, 구전방향, 전달자 특성이 수시자의 구전행동에 미치는 영향

The Effects of Words of Mouth Content, Information Direction and Sender's Characteristics on Consumer's Words of Mouth Behavior in Multi Level Marketing

This study intent to verify the influencing factors on the customers' words of mouth communication after selecting stores. The variables of the properties of the Words of Mouth communication are presupposed like these; a WOM content, a WOM direction and sender's characteristics. The results are following from 240 survey samples; First, between product new and incentive program in WOM content factor, incentive program is more influence to consumer's words of mouth(WOM) communication. Second, between negative information and positive information in WOM direction factor, negative information is more influence to consumer's WOM. Third, between sender innovativeness and market maven in sender's characteristics, market maven is more influence to consumer's WOM. Finally, This study certifies that the sender's factors are the more important among variables that influence Multi Level Marketing and WOM