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온라인 브랜드 커뮤니티 만족이 브랜드 관계품질과 충성도에 미치는 영향

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Alternative Title
A Study on How Consumer's Satisfaction with Online Brand Communities Influences Brand Relationship Quality and Loyalty
Abstract
The necessity of the study on the online community comes to the fore again, actively executing the related study. However, the range of study is limited to such factors as the identification of the current state of the online communities, the study on the characteristics and functions of the online communities, the study on the effects of the online communities, the study on the specification of the factors for success, and the study on the level of satisfaction and loyalty for the online brand communities (Evans et al., 2001). As a result, such factors as the application of the marketing activities in terms of the positive aspect of the online communities and the establishment of the theory for the consumers' purchasing actions are limited. Also, since the consumers' actions in the online communities and the real purchasing actions are separately studied, the specification of the cause-and-effect relationship leading to the establishment or the relationship between the corporation and the consumers or the product and the consumers or the brand loyalty is limited. As a result, in this study, the factors that determine the level of satisfaction for the online brand communities are specified. Also, the influence on the related quality or the brand loyalty is specified. Through the specification of the cause-and-effect relationship among such factors, the method of directly connecting the positive aspects of the online brand communities to the consumers' purchasing actions of the brand is considered. Such a result is not just finished with the activation of the online brand communities, but connected to the real consumers' purchasing actions, in order to support the process of maximizing the marketing effect.
This study executes an empirical analysis through questionnaires. For such a purpose, the questionnaires were developed through a preliminary investigation. The data has been collected through the convenience sampling method by mainly targeting university students for the questionnaires. 250 copies of questionnaires were directly distributed between March 2nd and April 5th, 2010. Among the collected questionnaires, the untruthful ones were excluded. As a result, 200 copies of effective questionnaires were used for the analysis. This study analyzed the collected data by using SPSS 15.0 For Windows, which is a socio-scientific statistical program, and AMOS 7.0, which is a structural equation modelling program.
The main results of this study can be summarized as follows.
Firstly, it has been found that such main factors for the establishment of the online brand communities as the information-supplying feature, the reputation and the convenience of usage have a significant positive (+) influence on the level of satisfaction for the online brand communities. In particular, it has been found that the reputation of the online brand communities among such factors mentioned before has the greatest influence on the level of satisfaction among the members of the communities, while the next significant factors are the convenience of usage and the information-supplying feature in order.
Secondly, it has been found that the level of satisfaction for the online brand communities has a positive (+) influence on the brand credibility and satisfaction. In particular, the level of satisfaction for the online brand communities has a greater influence on the brand credibility.
Thirdly, the level of satisfaction for the online brand communities has a positive influence not only on the brand satisfaction, but also on the brand loyalty. However, it has been found that the positive (+) influence of the brand credibility on the brand loyalty is low. In particular, it has been found that the influence of the brand satisfaction on the brand loyalty is the greatest.
The limits and the future study methods can be summarized as follows.
Firstly, the method of collecting data is considered. Since the data is collected by mainly focusing on the ordinary university students who use the Internet and the e-commerce to purchase products, there is a possibility of not reflecting all groups properly. As a result, it is necessary to investigate various consumer groups for the generalization of the study.
Secondly, other than such factors as the information-supplying feature, the reputation and the convenience of usage which determine the level of satisfaction for the online brand communities as independent variables, it seems that there are many other factors that could influence the level of satisfaction for the online brand communities. Therefore, it is possible that the study could have a limit of not reflecting the extensive characteristics of the online brand communities. Therefore, it is necessary to study such variables as interactivity and images. Also, it is necessary to develop various tools that can be used to measure the level of satisfaction, the related quality and the brand loyalty of the online brand communities.
Author(s)
장강
Issued Date
2010
Awarded Date
2010. 8
Type
Dissertation
URI
http://dcoll.jejunu.ac.kr/jsp/common/DcLoOrgPer.jsp?sItemId=000000005118
Alternative Author(s)
Zhang Qiang
Affiliation
제주대학교 일반대학원
Department
대학원 경영학과
Advisor
김정희
Table Of Contents
목 차

I. 서 론 1
1. 연구 배경 1
2. 연구 목적 7
3. 논문 구성 8
II. 이론적 배경 10
1. 온라인 브랜드 커뮤니티 10
1) 전통적 커뮤니티와 온라인 커뮤니티 10
2) 온라인 브랜드 커뮤니티 16
2. 온라인 브랜드 커뮤니티 만족도 결정요인 31
1) 온라인 브랜드 커뮤니티 만족도 개념 33
2) 온라인 브랜드 커뮤니티 정보제공성 35
3) 온라인 브랜드 커뮤니티 명성 37
4) 온라인 브랜드 커뮤니티 이용편리성 39
3. 브랜드 관계 품질 41
1) 브랜드 만족도 44
2) 브랜드 신뢰도 46
4. 브랜드 충성도 47
1) 브랜드 충성도의 정의 48
2) 브랜드 충성도의 측정 49
III. 연구 방법 52
1. 연구 모형 및 연구 가설 52
1) 연구 모형 52
2) 연구 가설 53
2. 변수의 조작적 정의 및 측정 60
1) 온라인 브랜드 커뮤니티 만족도 결정요인 61
2) 온라인 브랜드 커뮤니티 만족도 63
3) 브랜드 관계품질 63
5) 브랜드 충성도 66
3. 조사의 개요 67
1) 자료수집 및 분석방법 67
2) 설문구성 68
IV. 실증 연구 71
1. 표본의 특성 71
2. 분석도구의 신뢰성 및 타당성 73
1) 신뢰성 및 타당성 분석 73
2) 독립변수군과 종속변수군간의 상관관계 79
3. 가설 검증 81
1) 연구모형의 적합도 82
2) 가설 검증 84
3) 브랜드 충성도에 대한 영향요인들의 효과 88
4) 온라인 브랜드 커뮤니티 만족도 결정요인들의 차이검증 91
4. 분석결과의 요약 98
1) 가설 검증결과의 요약 98
2) 차이검증 결과 100
V. 결 론 105
1. 연구결과의 요약 105
2. 연구의 시사점 107
1) 이론적 시사점 107
2) 전략적 시사점 109
3. 연구의 한계 및 향후 연구방향 112
참고문헌 113
설문지 126
Degree
Master
Publisher
제주대학교 일반대학원
Citation
장강. (2010). 온라인 브랜드 커뮤니티 만족이 브랜드 관계품질과 충성도에 미치는 영향
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