온라인 커뮤니티에서의 공동체 의식이 웹사이트 충성도와 구매의도에 미치는 영향에 관한 연구

다국어 초록 (Multilingual Abstract)

This study examined the effect of the sense of on-line community on website loyalty and purchase intention focusing on the mediating role of the self identification with the website. The result shows that the sense of on-line community positively influences the self identification with the website and website loyalty. That is, people with higher sense of on-line community are more likely to identify themselves with the website and to have stronger website loyalty. The self identification with the website also positively influences website loyalty and purchase intention. However, the sense of on-line community turned out not to influence purchase intention directly.