온라인 브랜드 커뮤니티 몰입이 브랜드 충성도에 미치는 영향

다국어 초록 (Multilingual Abstract)

As brand is increasingly important as a competitive source and information and communication technology based on Internet is rapidly advanced, many companies have paid attention to online brand community that is expected to help strengthen the customer’s awareness on their products and services. This study suggests four factors-interaction, purpose, playfulness, reward-that facilitate online brand community commitment, and examines the effect of online brand community commitment on brand loyalty from the perspective of social identity theory. For this purpose, 243 sample data were collected from three online brand community sites and the proposed research model was empirically tested using LISREL 8.7 based on structural equation model. In conclusion, this study proposed theoretical and practical implications along with its limitations and future studies.

목차 (Table of Contents)

• Abstract
• 1. 서론
• 2. 개념적 배경 및 선행연구 고찰
• 3. 연구모델과 가설수립
• 4. 연구방법
• 5. 분석 및 결과
• 6. 토의 및 시사점
• 7. 결론
• 참고문헌
• 〈부록〉 설문항목 및 관련문헌

참고문헌 (Reference)

1 오영석, "온라인 커뮤니티를 이용한 브랜 드 마케팅 전략" 16 (16): 20-37, 2004

2 곽기영, "온라인 커뮤니티 몰입의 브랜 드 충성도로의 전이：사회정체성이론 관점" 70-107, 2010

3 박유진, "사이버 커뮤니티의 몰입과 정체성이 친커뮤니티행동 및 만족도에 미치는 영향" 사이버커뮤니케이션학회 19 (19): 41-78, 2006

4 성영신, "브랜드 커뮤니티 활동, 왜 하는 가" 13 (13): 159-175, 2002

5 Ouwersloot, H., "Who’s who in brand communities-and why" 42 (42): 571-585, 2008

6 Bhattacharya, C.B., "When Customers are Members：Customer Retention in Paid Membership Contexts" 26 (26): 31-44, 1998

7 Skadberg, Y.X., "Visitors’ flow experience while browsing a Web site ：its measurement, contributing factors and consequences" 20 : 403-422, 2004

8 Sangwan, S., "Virtual Community Success： a Uses and Gratifications Perspective" 2005

9 Ruggiero, T.E., "Uses and Gratifications Theory in the 21st Century" 3 (3): 3-37, 2000

10 Van der Heijden. H., "User Acceptance of Hedonic Information Systems" 28 (28): 695-704, 2004

11 Davis, F.D., "User Acceptance of Computer Technology： A Comparison of Two Theoretical Models" 30 : 361-391, 1992

12 Cheung, M.K., "Understanding the sustainability of a virtual community： model development and empirical test" 35 (35): 279-298, 2009

13 Gundlach, M., "Understanding the relationship between individualism- collectivism and team performance through an integration of social identity theory and the social relations model" 59 (59): 1603-1632, 2006

14 Bhattacharya, C.B., "Understanding the Bond of Identification： An Investigation of Its Correlates among Art Museum Members" 59 (59): 46-57, 1995

15 Taylor, S., "Understanding Information Technology Usage：A Test of Competing Models" 6 (6): 144-167, 1995

16 Kusumasondjaja, S., "Trust and Commitment Relationships in Virtual Brand Community" 2009

17 Jang, H.Y., "The influence of on-line brand community characteristics on community commitment and brand loyalty" M.E. Sharpe Inc. 12 (12): 57-80, 2008

18 Casalo, L., "The impact of participation in virtual brand communities on consumer trust and loyalty" 31 (31): 775-792, 2007

19 Algesheimer, R., "The Social Influence of Brand Community： Evidence from European Car Clubs" 69 : 19-34, 2005

20 Blumler, J.G., "The Role of Theory in Uses and Gratifications Studies" 6 : 9-36, 1979

21 Armstrong, A., "The Real Value of Online Communities" 134-141, 1996

22 Kozinets, R.V., "The Field behind the Screen ：Using Netnography for Marketing Research in Online Communities" 36 (36): 61-72, 2002

23 Morgan, R.M., "The Commitment-Trust Theory of Relationship Marketing" 58 (58): 20-38, 1994

24 Webster, F.E., "The Changing Role of Marketing in the Corporation" 56 (56): 1-17, 1992

25 Steiger, J.H., "Structural Model Evaluation and Modification：An Interval Estimation Approach" 173-180, 1990

26 Joreskog, K.G., "Structural Equation Modeling with the SIMPLIS Command Language" Scientific Software International Inc 1993

27 Anderson, J.C., "Structural Equation Modeling in Practice：A Review and Recommended Two-Step Approach" 103 (103): 411-423, 1988

28 Gefen, D., "Structural Equation Modeling and Regression： Guidelines for Research Practice" 4 (4): 1-70, 2000

29 Keller K.L., "Strategic brand management" Prentice Hall 2003

30 Heere, B., "Stepping Outside the Lines：Developing a Multi-dimensional Team Identity Scale Based on Social Identity Theory" 10 : 65-91, 2007

31 Tajfel, H., "Social categorization and intergroup behaviour" 1 (1): 149-178, 1971

32 Hogg, M.A., "Social Identity and Self Categorization Processes in Organizational Contexts" 25 (25): 121-140, 2000

33 Boyle, B.A., "Social Identity and Brand Equity Formation：A Comparative Study of Collegiate Sports Fans" 21 : 497-520, 2007

34 Ashforth, B.E., "Social Identity Theory and the Organization" 14 (14): 20-39, 1989

35 Wang, Z., "Social Identification and Interpersonal Communication in Computer-Mediated Communication： What You Do Versus Who You Are in Virtual Groups" 35 : 59-85, 2009

36 Bergami, M., "Self-categorization, affective commitment and group selfesteem as distinct aspects of social identity in the organization" 39 (39): 555-577, 2000

37 Sheth, J.N., "Relationship Marketing in Consumer Markets：Antecedents and Consequences" 23 (23): 255-271, 1995

38 Gruen, T.W., "Relationship Marketing Activities, Commitment, and Membership Behaviors in Professional Associations" 64 (64): 34-49, 2000

39 Tsao, J.C., "Readership of Free Community Papers as A Source of Advertising Information：A Uses and Gratifications Perspective" 81 (81): 767-787, 2004

40 Papacharissi, Z., "Predictors of Internet Use" 44 (44): 175-196, 2000

41 Lin, C.A., "Online Service Adoption Likelihood" 79-89, 1999

42 Katz, E., "On the Use of the Mass Media for Important Things" 38 (38): 164-181, 1973

43 Hagel, J., "Net Gain： Expanding markets through virtual communities" 140-153, 1997

44 Vallerand, R.J., "Negative Effects of Competition on Children’s Intrinsic Motivation" 12 (12): 649-657, 1986

45 Hair, J.T., "Multivariate Data Analysis, Fifth ed" Prentice Hall 1998

46 Aaker, D.A., "Measuring Brand Equity Across Products and Markets" 38 (38): 102-120, 1996

47 Hoffman, D.L., "Marketing in Hypermedia Computer-Mediated Environments： Conceptual Foundations" 60 (60): 50-68, 1996

48 Denegri-Knoot, J., "Mapping consumer power：an integrative framework for marketing and consumer research" 40 (40): 950-971, 2006

49 Reichheld, F.F., "Learning from customer defections： The Customers you lose hold the information you need to succeed" 1996

50 Kim, J.W., "It takes a marketplace community to raise brand commitment：the role of online communities" 24 (24): 409-431, 2008

51 Kang, I.W., "Investigation of online community voluntary behavior using cognitive map" PERGAMON-ELSEVIER SCIENCE LTD 23 (23): 111-126, 2007

52 Roy, S.K., "Internet uses and gratifications： A survey in the Indian context" 25 : 878-886, 2009

53 Ko, H.J., "Internet uses and gratifications - A structural equation model of interactive advertising" 34 (34): 57-70, 2005

54 Bickart, B., "Internet Forums as Influential Sources of Customer Information" 15 (15): 31-40, 2001

55 Bagozzi, R.P., "International Social Action in Virtual Communities" 16 (16): 2002

56 Lin, C.S., "Integrating perceived playfulness into expectation-confirmation model for web portal context" 42 : 683-693, 2005

57 Brewer, M.B., "In-Group Bias in the Minimal Intergroup Situation：A Cognitive-Motivational Analysis" 86 (86): 307-324, 1979

58 Hoffman, D.L., "Flow Online ：Lessons Learned and Future Prospects" 23 (23): 23-34, 2009

59 김영걸, "Extending the TAM for a World-Wide-Web context" 38 (38): 217-230, 200102

60 Woszczynski, A.B., "Exploring the theoretical foundations of playfulness in computer interactions" 18 : 369-388, 2002

61 Fornell, C., "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error" 40 (40): 440-465, 1981

62 Sicilia, M., "Effects of Interactivity in a Web site" 34 (34): 31-45, 2005

63 Kozinets, R.V., "E-Tribalized Marketing?： The Strategic Implications of Virtual Communities of Consumption" 17 (17): 252-264, 1999

64 Gupta, S., "Developing the Commitment to Virtual Community：The Balanced Effects of Cognition and Affect" 20 (20): 28-45, 2007

65 Stafford, T.F., "Determining Uses and Gratifications for the Internet" 35 (35): 259-288, 2004

66 Huang, M., "Designing website attributes to induce experiential encounters" 19 : 425-442, 2003

67 Hsu, C., "Consumer behavior in online game communities：A motivational factor perspective" 23 : 1642-1659, 2007

68 Keller, K.L., "Conceptualizing, Measuring, and Managing Customer-Based Brand Equity" 57 (57): 1-22, 1993

69 Bateman, P., "Community Commitment：How Affect, Obligation, and Necessity Drive Online Behaviors" 983-1000, 2006

70 Kim, A.J., "Community Building on the Web" Addison-Wesley Longman Publishing Co., Inc 2000

71 Underwood, R., "Building service brands via social identity：Lessons from the sports marketplace" 9 : 1-13, 2001

72 McWilliam, G., "Building Stronger Brands through Online Communities" 41 (41): 43-54, 2000

73 McAlexander, J.H., "Building Brand Community" 66 (66): 38-54, 2002

74 Muniz, A.M., "Brand community" 27 (27): 412-432, 2001

75 Sicilia, M., "Brand communities on the internet：A case study of Coca- Cola’s Spanish virtual community" 13 (13): 255-270, 2008

76 Schau, H.J., "Brand Communities and Personal Identities：Negotiations in Cyberspace" 29 : 2002

77 Bass, M.B., "Biases in the Evaluation of One’s Own Group, Its Allies and Opponents" 7 (7): 16-20, 1963

78 Csikszentmihalyi, M., "Beyond boredom and anxiety" Jossey-Bass 1975

79 Steinman, C., "Beyond Market Orientation：When Customers and Suppliers Disagree" 28 (28): 109-119, 2000

80 "Being Immersed in Social Networking Environment: Facebook Groups, Uses and Gratifications, and Social Outcomes" MARY ANN LIEBERT INC 12 (12): 729-733, 2009

81 Bagozzi, R.P., "Antecedents and Purchase Consequences of Customer Participation in Small Group Brand Communities" 23 : 45-61, 2006

82 Williams, L.J., "Antecedents and Consequences of Satisfaction and Commitment in Turnover Models：A Reanalysis Using Latent Variable Structural Equation Methods" 71 (71): 219-231, 1986

83 Ashmore, R.D., "An Organizing Framework for Collective Identity：Articulation and Significance of Multidimensionality" 130 (130): 80-114, 2004

84 Tajfel, H., "An Integrative Theory of Intergroup Conflict, In Differentiation between Social Groups Studies in the Social Psychology of Intergroup Relations" Brooks/Cole 33-47, 1979

85 Mael, F., "Alumni and Their Alma Mater：A Partial Test of the Reformulated Model of Organizational Identification" 13 (13): 103-123, 1992

86 Dholakia, U.M., "A social influence model of consumer participation in network- and small-group-based virtual communities" 21 : 241-263, 2004

87 Todd, S., "A social identity perspective on the job attitudes of employees in sport" 47 (47): 173-190, 2009

88 Richard, M., "A model of consumer web navigational behavior：conceptual development and application" 58 : 1019-1029, 2005

89 Hogg, M.A., "A Tale of Two Theories：A Critical Comparison of Identity Theory with Social Identity Theory" 58 (58): 255-269, 1995

90 Duncan, T., "A Communication- Based Marketing Model for Managing Relationships" 62 (62): 1-13, 1998