http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
- 中文 을 입력하시려면 zhongwen을 입력하시고 space를누르시면됩니다.
- 北京 을 입력하시려면 beijing을 입력하시고 space를 누르시면 됩니다.
RISS 인기검색어
- 검색키워드
- 저자 : 진흠염(Xinyan Chen) (검색결과 1 건)
- 무료
- 기관 내 무료
- 유료
-
SNS에 기반한 가상 브랜드 커뮤니티의 아이덴티티가 브랜드 충성도에 미치는 영향
진흠염(Xinyan Chen),김민성(Minsung Kim),강대석(Daeseok Kang),서우종(Woojong Suh) 한국데이타베이스학회 2015 Journal of information technology applications & m Vol.22 No.4
Customers who show high level of brand loyalty are one of the most important corporate assets. Accordingly, customers’ brand loyalty has been addressed as a critical issue for the business success. In today’s business environment where business channels to customers have expanded and diversified continuously, especially the use of social network services (SNSs) have drawn a lot of attention as an effective channel to promote customers’ brand loyalty. This study, thus, analyzes the impact of the virtual brand community identity on customers’ brand loyalty, focusing on the role of the sense of communities as mediators. The analysis was conducted by using the data collected from 239 users of Chinese virtual brand communities. The results show that both virtual brand community identity and the sense of communities significantly influence on customers’ brand loyalty. Furthermore, the results reveal that both of the community belongingness and community trust composing the sense of community partially mediate virtual brand community and brand loyalty as hypothesized. Based on the results, the strategic implications are suggested and discussed, focusing on improving the customers’ brand loyalty in the context of SNSs. Our findings and discussions can help companies develop their customer strategies for utilizing the virtual communities to strengthen customers’ brand loyalty.
ScienceON
DBpia연관 검색어 추천
이 검색어로 많이 본 자료
활용도 높은 자료
