온라인커뮤니티 특성에 의한 관계품질이 충성도에 미치는 영향 = 커피 전문점을 중심으로

다국어 초록 (Multilingual Abstract)

The purpose of this research is to analyze influence of relation quality on loyalty in constructing relationship withcustomers, as well as to suggest a basic material for operating effectively and activating online community. In thiscontext, the knowledge what the meaning of community characteristic is in case of coffee bars under onlineenvironment in Busan-si and Kyungsangnam-do becomes a research background. For questionary survey, 300questionaries were distributed during 13th∼27th of may. 2013 and then 267 of them was applied to empiricalanalysis. For data processing, spss win version 18.0 statistic package program was adopted. The verification wasconducted through frequency analysis, reliability analysis, factor analysis, regression analysis. Taking a close look atwhat influence online community characteristic has on relation quality, the result are summarized as follows. First,items of mutual interaction, information provision, community awareness, which are included in one communitycharacteristic, have a significant influence on a factor of trust, which is included in relation quality. Second, items ofpleasure, community awareness, which are included in community characteristic, have a significant influence on afactor of satisfaction, which is included in relation quality. And third, when examining what influence relationquality has on loyalty, it is revealed that factors of trust and satisfaction, which are included in relation quality, havea significant influence on loyalty.