사회적 크라우딩과 전문가 생성 콘텐츠가 소비자 정보 채택에 미치는 영향

Abstract

Social media marketing has become an integral part of integrated marketing communications, playing a significant role in establishing strong relationships between businesses and consumers. The study focuses on categorizing content generated by professional bloggers into experiential and promotional types, considering that consumers’ levels of product information and risk perception vary, influencing their intent to adopt information.
 Therefore, businesses should select appropriate environments based on the type of product content to enhance consumer’ willingness to adopt information. Consequently, the exploration of how to effectively increase consumers’ intent to adopt information by selecting environments is a relevant issue. In this study, the common social phenomenon of social crowding is explored visually, applying the heuristic-systematic model theory. The study investigates the impact of social crowding and professional blogger content types on consumers’ intent to adopt information. The research hypotheses were validated through three experiments, demonstrating that the interaction effect between professional user-generated content types and social crowding influences consumer information adoption. Furthermore, information processing fluency showed a mediating effect on the impact of professional generated content types and social crowding on consumer information adoption. The study also verified a moderating effect of consume knowledge levels on the interaction effect between professional generated content types and social crowding on consumer information adoption.
 Theoretically, this study enriches research in the fields of social crowding and content marketing, providing insights for businesses in formulating marketing strategies. It emphasizes the importance of selecting appropriate social crowding situations for various types of content marketing activities.