SNS 브랜드 팬 페이지의 참여 동기와 결과에 관한 연구
A Study on the Motives and Outcomes of Participation in Social Network Sites’ Brand Fan Pages
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초록
오늘날 수많은 기업들은 소셜미디어의 브랜드 팬 페이지(SNS-BP)를 활용하여 고객-브랜드 관계를 강화시키려 노력하고 있다. 본 연구에서는 선행연구에서 한 걸음 더 나아가 SNS-BP 참여의 동기, 참여, 브랜드 만족, 브랜드 충성의 인과관계를 고객-브랜드 관계의 관점에서 살펴보고자 한다. 설문조사기법을 통해 SNS의 팬 페이지 이용경험이 있는 소비자들로부터 228부의 표본을 수집하였으며, 이를 PLS(Partial Least Squares) 기법으로 분석하였다. 분석결과 세 가지의 동기요인 모두 SNS-BP 참여의 정도에 유의적 영향을 미치는 것으로 나타났으며, 특히 경제실용적 동기의 영향력이 가장 컸었다. 또한 SNS-BP 참여의 정도는 브랜드 만족과 브랜드 충성과 정(+)의 유의적 관계가 있는 것으로 분석되었다. 만족의 매개효과를 추가분석한 결과, 만족은 참여의 정도가 충성에 미치는 영향을 부분적으로 매개하는 것으로 나타났다. 본 연구는 SNS-BP 커뮤니티의 환경에서 개인의 SNS-BP 참여의 동기요인과 그 결과요인들이 어떻게 관련되어 있는지를 밝혀냈다는데 중요한 연구의 의의가 있다. 또한 본 연구에서는 브랜드경영자들에게 고객의 SNS-BP를 참여를 이끌어 내기 위해서 어떤 요인을 강조할 필요가 있고, 그 결과가 어떻게 나올지를 예상할 수 있도록 도움을 줄 것이다.
Abstract
Many firms have recently made great efforts to extend and reinforce the customer-brand relationship, by exploiting SNS brand fan pages(SNS-BP). Going beyond the prior studies focusing mainly on the motives or causes of participating in SNS-BP, this study from the perspective of customer-brand relationship examines the causal relationships among the motives, participating intensity, brand satisfaction, and brand loyalty. A questionnaire survey method was employed to collect 228 responses from users who had experienced of SNS-BP, the data which were analyzed through PLS(Partial Least Squares). As results of empirical analyses, there were found that all three types of participating motives are positively significant with participating intensity in SNS-BP, while economic-practical motive has the most influential factor. Moreover, participating intensity in SNS-BP is found to be positively significant with both satisfaction and loyalty. In additional tests for mediating effect of satisfaction, it showed that satisfaction partially mediates the relationship between participation and loyalty. This partial mediation, rather than full mediation, suggests that other key factors such as trust, commitment, engagement, and love are likely to play as crucial mediators between them. This research examines how the drivers of participating in SNS-BP are related to consequences of it, which provides theoretical understandings and insights. Additionally, the results offer practical guidance to brand managers for deriving customers’ intensive participation in SNS-BP and for forecasting the consequences of customer-brand relationships via participation in SNS-BP.
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