본문 바로가기
KERD
논문KCI 등재

SNS 프로슈머활동 특성과 관계품질이 이용자만족과 충성의도에 미치는 영향

The Effect of SNS Prosumer Activity Characteristics and Relationship Quality on User Satisfaction and Loyalty Intention

0

조회

0

다운로드

10

인용

0

참고문헌

키워드

주제분류학제간연구

초록

Purpose: The present research was designed to explore a causal relationship among SNS prosumer characteristics, relationship quality, user satisfaction, and loyalty intention, and we intended to explore mediating role of relationship quality in the causal relationship. Methods: As survey tool, questionnaire that had obtained validity and reliability through literature survey and pretest survey, and sample 214 was analyzed using SEM analysis method. Results: All theoretical relationships, except the relationship between information provision and relational quality, proved to be significant. The relationship quality plays an important intermediary role in the research model. Conclusion: The characteristics of SNS prosumer activity can be summarized by interaction and informational provision. To increase user satisfaction and loyalty, it is necessary to support these characteristics and strengthen relationships with customers.

Abstract

Purpose: The present research was designed to explore a causal relationship among SNS prosumer characteristics, relationship quality, user satisfaction, and loyalty intention, and we intended to explore mediating role of relationship quality in the causal relationship. Methods: As survey tool, questionnaire that had obtained validity and reliability through literature survey and pretest survey, and sample 214 was analyzed using SEM analysis method. Results: All theoretical relationships, except the relationship between information provision and relational quality, proved to be significant. The relationship quality plays an important intermediary role in the research model. Conclusion: The characteristics of SNS prosumer activity can be summarized by interaction and informational provision. To increase user satisfaction and loyalty, it is necessary to support these characteristics and strengthen relationships with customers.

참고문헌 (30)

  1. Cheung, Christy M. K., "Understanding the Continuance Intention of Knowledge Sharing in Online Communities of Practice through the Post-Knowledge-Sharing Evaluation Processes", Journal of the American Society for Information Science and Technology, 64(7), pp.1357~1374 (2013)
  2. Cho, Chulho, "What e-SERVPERF in Recruiting Websites Does Affect Users’ Perceived Value, Satisfaction, and Revisit Intention in Korea?", Total Quality Management & Business Excellence (2016)
  3. 조철호, "취업정보사이트의 웹서비스품질과 관계품질 역할 연구", 품질경영학회지, 40(2), pp.219~230 (2012), 한국품질경영학회[DOI]
  4. Dunne, A., "Young People's Use of Online Social Networking Sites : A Uses and Gratification Perspective", Journal of Research in Interactive Marketing, 4(1), pp.46~58 (2010)
  5. Ellison, N. B, "Social Network Sites : Definition, History, and Scholarship", Journal of Computer‐Mediated Communication, 13(1), pp.210~230 (2007)
  6. Garbarino, E., "The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships", Journal of Marketing, 63(2), pp.70~87 (1999)
  7. Girme, Yuthika U., "“Date Nights” Take Two: The Maintenance Function of Shared Relationship Activities", Personal Relationships, 21, pp.125~149 (2014)
  8. Ha, L., "Interactivity Reexamined: A Baseline Analysis of Early Business Web Sites", Journal of Broadcasting & Electronic Media, 42(4), pp.454~474 (1998)
  9. Han, Yoonwon, "A Study on Operation Strategy of Customer Monitor and Panel System by Using Prosumer Marketing", Master, pp.2011
  10. Hoffman, D. L., "Marketing in Hipermedia Computer-Mediated Environments: Conceptual foundations", Journal of Marketing, 60(3), pp.50~68 (1995)
  11. Houston, S., "The First Writing: Script Invention as History and Process", pp.3~15 (2004), Cambridge University Press
  12. 김태경, "SNS 관광정보 서비스품질이 사용자 만족과 재이용의도에 미치는 영향: 가치의 매개효과를 중심으로", 품질경영학회지, 43(2), pp.185~200 (2015), 한국품질경영학회[DOI]
  13. Klousis, S, "Interactivity: A Concept Explication", New Media & Society, 4(3), pp.355~383 (2002)
  14. Lee, C., "News Sharing in Social Media : The Effects of Gratification and Prior Experience", Computers in Human Behavior, 28(2), pp.331~339 (2012)
  15. Liu, C., "Exploring the Factors Associated with Web Site Success in the Context of Electronic Commerce", Information and Management, 38(1), pp.23~33 (2000)
  16. McKinney, Vicki, "The Measurement of Web-Customer Satisfaction: An Expectation and Disconfirmation Approach", Information Systems Research, 13(3), pp.296~315 (2002)
  17. Mcwilliam, G., "Building Stronger Brands Through Online Communities", MIT Sloan Management Review, 41(3), pp.43~54 (2000)
  18. Newhagen, J. E., "Nightly@nbc.com: Audience scope and the perception of interactivity in viewer mail on the internet", Journal of communication, 45(3), pp.164~175 (1995)
  19. Novak, T. P., "Measuring the Customer Experience in Online Environments: A Structural Modeling Approach", Marketing Science, 19, pp.22~42 (2002)
  20. Oliver, R. L., "Advance in Services Marketing and Management: Research and Practice, 2" (1993), JAI Press
  21. 박선우, "SNS 공연예술 정보서비스품질이 초기신뢰와 프로슈머 활동에 미치는 영향: 무용공연을 중심으로", 품질경영학회지, 44(1), pp.199~214 (2016), 한국품질경영학회[DOI]
  22. Price, L, L., "Going to Extremes: Managing Service Encounters and Assessing Provider Performance", Journal of marketing, 59(2), pp.83~97 (1995)
  23. Rafaeli, S., "Annual Review of Communication Research Advancing Communication Science Merging Mass and Interpersonal Processes 16" (1988), Sage
  24. Richard, M. O., "A Model of Consumer Web Navigational Behavior : Conceptual Development and Application", Journal of Business Research, 58, pp.1019~1029 (2005)
  25. Steuer, J, "Defining Virtual Reality : Dimensions Determining Telepresence", Journal of Communication, 42(4), pp.73~93 (1992)
  26. Sundararajan, A., "Local network effects and complex network structure", pp.2007
  27. Toffler, Alvin, "The Third Wave" (1980), BANTAM
  28. Verhoef, P. C., "The effect of Relational Constructs on Customer Referrals and Number of Services Purchased from a Multiservice Provider: Does Age of Relationship Matter?", Journal of the Academy of Marketing Science, 30(3), pp.202~216 (2002)
  29. Wu, J. J., "Towards Understanding Members’ Interactivity, Trust, and Flow in Online Travel Community", Industrial Management & Data Systems, 105, pp.937~954 (2005)
  30. Zang. G. N., "Factors Influencing the Reliability of Electronic Commerce", Korean Institution of Industrial Engineers Conference, pp.641~644 (2000)

관련 논문AI추천

이 간행물의 다른 논문 (14건)