성격특성과 지각된 신념이 온라인 브랜드 커뮤니티의 지속사용의도에 미치는 영향

다국어 초록 (Multilingual Abstract)

The purpose of this study is to examine the effect of perceived beliefs and personality(extraversion, agreeableness, conscientiousness, openness to experience) on one's intension to continue using online brand community. The authors established a extended model of continuance behavior based on PAM(Post Acceptance Model). And this paper also analyzed how consumers' different types of personality relate to consumer perception and satisfaction finally creating continuance using intension. The results suggest that consumer's continuance using intension is determined by perceived usefulness and joyfulness of continued online brand community use. In addition, perceived usefulness is influenced significantly by four types of personality, but positive relationship is turned out only between perceived usefulness and three types of personality except conscientiousness. And we found out that perceived joyfulness is positively related to openness to experience and negatively related to conscientiousness, but the effects of the other types of personality, such as extraversion and conscientiousness are rejected. Based on these results, the implications and limitations of this study and directions for future research are discussed.

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