구매성공상황에서 고객 자부심과 구전동기의 관계에 관한 연구

This study examines the word of mouth motives of the sender who conducts word of mouth in a purchase success situation, and examines pride, an emotional response, as a factor influencing this word of mouth motives. Pride is divided into authentic pride and hubristic pride, and it is suggested that these types of pride can have different effects on the word of mouth motives, other-oriented motive and self-oriented motive In addition, this study aims to examine the fact that these two word of mouth motives can have different influences on word of mouth intention, and through this, it is intended to clarify which word of mouth motive can make the sender increase the word of mouth intention. As a result of the study, it was found that authentic pride had a greater influence on other-oriented motive than self-oriented motive, and hubristic pride had a greater effect on self-oriented motive than other-oriented motive. In addition, both the other-oriented motive and the self-oriented motive increase word-of-mouth intention, but among them, the other-oriented motive was found to increase the word-of-mouth intention more than the self-oriented motive. These results indicate that word of mouth motives vary depending on what kind of emotional response consumers experience in a successful purchase situation, and word of mouth intentions may differ depending on word of mouth motives. These research results suggest that, unlike previous studies, positive emotions experienced by consumers in a purchase success situation do not all affect word-of-mouth motive to the same extent, but that the degree of influence on word-of-mouth motive may vary depending on the type of emotional response. there is. In addition, it suggests that among word of mouth motives, the motive to be considerate of and help others is more likely to actually send word of mouth than the motive to express oneself and increase self-enhancement. This study provides the possibility of expansion in terms of academic and practical aspects in research on word of mouth of consumers.