중국 온라인 브랜드 커뮤니티의 상호작용, 동일시, 충성도간의 구조적 관계에 관한 연구 A Study On The Structural Relationship Of Interaction, Identification, And Loyalty of Online Brand Community in China원문보기
본 연구는 온라인 브랜드 커뮤니티 내의 상호작용성이 브랜드 충성도에 미치는 영향을 밝히면서 중국 온라인 환경에서 전략적 브랜드 관리 활용방안에 관한 시사점을 제공하고자 하는 목적에서 이루어졌다. 이를 위해, 중국 자동차 브랜드 커뮤니티를 대상으로 총 300부를, 구조방정식 모델을 기반으로 한 AMOS 20을 이용하여 실증 분석하였다. 연구결과, 커뮤니티 내 소비자-소비자 상호작용(상호연대감, 연결성, 영향력)과 소비자-브랜드 상호작용(친밀감, 즐거움)은 커뮤니티 동일시와 브랜드 동일시를 통해 행동적 태도적 충성도(e.g: 재구매, 브랜드호감, 추천의지등)와 경쟁 브랜드에 대한 대항적 충성도(반감. 공격적 의지)를 증대시키는 메카니즘을 규명하였다. 중국 소비자들은 브랜드 충성도가 낮고 저신뢰적 성향을 가지고 있어 고객관리 차원에서 브랜드 커뮤니티의 관리는 충성도 제고에 새로운 지평을 제공해 줄 것이다.
본 연구는 온라인 브랜드 커뮤니티 내의 상호작용성이 브랜드 충성도에 미치는 영향을 밝히면서 중국 온라인 환경에서 전략적 브랜드 관리 활용방안에 관한 시사점을 제공하고자 하는 목적에서 이루어졌다. 이를 위해, 중국 자동차 브랜드 커뮤니티를 대상으로 총 300부를, 구조방정식 모델을 기반으로 한 AMOS 20을 이용하여 실증 분석하였다. 연구결과, 커뮤니티 내 소비자-소비자 상호작용(상호연대감, 연결성, 영향력)과 소비자-브랜드 상호작용(친밀감, 즐거움)은 커뮤니티 동일시와 브랜드 동일시를 통해 행동적 태도적 충성도(e.g: 재구매, 브랜드호감, 추천의지등)와 경쟁 브랜드에 대한 대항적 충성도(반감. 공격적 의지)를 증대시키는 메카니즘을 규명하였다. 중국 소비자들은 브랜드 충성도가 낮고 저신뢰적 성향을 가지고 있어 고객관리 차원에서 브랜드 커뮤니티의 관리는 충성도 제고에 새로운 지평을 제공해 줄 것이다.
This paper takes the online automobile brand community in china as an example, importing 'interactivity', the concept of sociology, into online brand community study. It follows the logical way as 'How does interactivity embody among the online communities ${\rightarrow}$How about its dee...
This paper takes the online automobile brand community in china as an example, importing 'interactivity', the concept of sociology, into online brand community study. It follows the logical way as 'How does interactivity embody among the online communities ${\rightarrow}$How about its deepening process? ${\rightarrow}$What the results of interactivity will be?', that is, 'formation of the relationship (Interaction) - deepening of the relationship (identification)-result of the relationship(brand loyalty)', makes systematic study through the method of combining theory and case analysis together, and puts forward the marketing strategic direction for online brand communities.
This paper takes the online automobile brand community in china as an example, importing 'interactivity', the concept of sociology, into online brand community study. It follows the logical way as 'How does interactivity embody among the online communities ${\rightarrow}$How about its deepening process? ${\rightarrow}$What the results of interactivity will be?', that is, 'formation of the relationship (Interaction) - deepening of the relationship (identification)-result of the relationship(brand loyalty)', makes systematic study through the method of combining theory and case analysis together, and puts forward the marketing strategic direction for online brand communities.
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문제 정의
In addition we will assess whether the production of the both identifications could influence brand loyalty (behaviour loyalty, attitude loyalty and oppositional loyalty). Taking an online automobile brand community as the example, this paper will research and analyse the influence that interaction can produce in an online brand community.
This individual identification begins at the time when consumers produce similar feelings to a certain brand. This study suggests that the Consumer - Brand interaction generated through positive feelings, such as brand familiarity and enjoyment, will create brand identification.
제안 방법
By combining an online community and with brand community research as the research object, this study aims to import an 'online interaction' mechanism to explore how to deepen the relationship 'Consumer - Brand - Consumer' so as to enhance the performance of online brand communities.
The foregoing analysis of reliability and validity shows that the measurement model as mentioned in this research can be further analysed. In order to confirm the fit index of the model, the 300 valid samples were subject to model test and cross validation through maximum likelihood (ML) and Structural Equation Model (SEM).
During the study with brand community as the research object, Muniz and O’Guinn (2001)[23] pointed out that the active social interaction among community members is the factor for community success, which can promote close contact between community members, that is, identification. This study has explored the components of Customer-Customer interaction, which include mutuality, connectedness and influence, and this kind of interaction will effect the community identification.
대상 데이터
Email invitations were sent to community members to ask for their assistance. During the two-plus months, 455 community members in all of different auto brands participated in the survey, including 125 members who eventually failed to pass our questionnaire scrutiny or quitted part way. Finally, we got 300 effective questionnaires for data analysis.
이론/모형
A questionnaire survey was used as a measurement tool in this research. The research refers to scholars who have already used questionnaires[1][8][7][21][11][3][13][4].
성능/효과
In the reliability test, the reliability coefficient (Cronbach'sα) of various latent variables were calculated and the results show that the α coefficient of all latent variables is near or higher than 0.70 and that the various variables of this research had a high degree of reliability.
Third, two groundless hypotheses can be identified: community identification only affects brand intention loyalty but does not affect brand behaviour loyalty and competitor brand loyalty. This is possibly due to the existence of various other extrinsic variables that affect brand attitude in addition to the affinity strategy arising from brand community, e.
후속연구
However, such technical perspective is rejected in this research which focuses on the promotional and marketing effects of information exchanges and analyses interaction through establishment of consumer relationships. The research is expected to find the starting point for enhancement of brand and community relationships, i.e. the five constituents of interactions. As it is impossible to establish relationships without interactions, it is highly important both theoretically and practically to identify the constituents of the interactions within a brand community.
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