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The Effects of Interactivity, Experiential Value and Participation on Web Brand Loyalty

김세범|Jia, Weiwei
한국기업경영학회 (Korean Corporation Management Association)|2013.06|기업경영연구 (Korean Corporation Management Review)|제20권 제3호|pp. 143-164

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키워드

만족도상호작용성브랜드충성도Brand Loyalty경험가치브랜드태도Experiential ValueParticipationInteractivity참여도Web Brand웹 브랜드
주제분류경영학

초록

Majority of researches about brands mainly focus on customer goods settings and service settings in offline environment. For a better understanding of emerging web brands, this study investigates the role of interactivity, experiential value and participation in the process of web brand building. In this study, we choose virtual community business as a representative for web business (brand) in China. Out of 460 chinese users surveyed, 422 responses were adopted for the analysis. The research results show that interactivity affects web brand loyalty through brand experiential value, satisfaction and web brand attitude. It is interesting that interactivity affects brand experiential value rather than satisfaction and brand experiential value plays an important role by mediating the effect of perceived interactivity on satisfaction. Web brand managers need to try to explore different experiential strategies to enhance brand experience. The role of customer participation on the effects of satisfaction and those of web brand attitude on web brand loyalty is also explored. The research results show that customer participation moderates the effects of satisfaction and web brand attitude on web brand loyalty. Interestingly enough, the impacts of satisfaction and brand attitude on brand loyalty decrease with the increasing level of participation. In other words, satisfaction and web brand attitude better predict web brand loyalty for lurkers (passive participation) than posters (active participation). Hence, participation need to be included for marketing strategies based on web brand loyalty and its predictors.

Abstract

Majority of researches about brands mainly focus on customer goods settings and service settings in offline environment. For a better understanding of emerging web brands, this study investigates the role of interactivity, experiential value and participation in the process of web brand building. In this study, we choose virtual community business as a representative for web business (brand) in China. Out of 460 chinese users surveyed, 422 responses were adopted for the analysis. The research results show that interactivity affects web brand loyalty through brand experiential value, satisfaction and web brand attitude. It is interesting that interactivity affects brand experiential value rather than satisfaction and brand experiential value plays an important role by mediating the effect of perceived interactivity on satisfaction. Web brand managers need to try to explore different experiential strategies to enhance brand experience. The role of customer participation on the effects of satisfaction and those of web brand attitude on web brand loyalty is also explored. The research results show that customer participation moderates the effects of satisfaction and web brand attitude on web brand loyalty. Interestingly enough, the impacts of satisfaction and brand attitude on brand loyalty decrease with the increasing level of participation. In other words, satisfaction and web brand attitude better predict web brand loyalty for lurkers (passive participation) than posters (active participation). Hence, participation need to be included for marketing strategies based on web brand loyalty and its predictors.

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A Study on the Relationship Between Online Community Characteristics and Loyalty : Focused on Mediating Roles of Self-Congruency, Consumer Experience, and Consumer to Consumer Interactivity김문태, 옥정원한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2008 · 제18권 제4호브랜드 커뮤니티와 브랜드 커뮤니티 충성도에 관한 연구박종오대한경영정보학회 · 경영과 정보연구2008 · 제25호The Moderating Effect of Network Involvement on Satisfaction: The Case of Online Game김세범, Yiting Wang사단법인 인문사회과학기술융합학회 · 예술인문사회 융합 멀티미디어 논문지2019 · 제9권 제1호Antecedents and Consequences of Consumer Engagement in Social MediaNam-Hyun Um한국콘텐츠학회 · International Journal of Contents2016 · 제12권 제3호The Influence of Consumer-Brand Relationship on Multichannel Consumer Loyalty: Focusing on the China Market김보영, 박준용한국사회과학협의회 · Korean Social Science Journal2018 · 제45권 제2호Relationships between Customer Socialization, Customer Participation, and Loyalty of On-line Service Providers신민석, 주재훈한국유통과학회 · 유통과학연구2015 · 제13권 제11호

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