본문 바로가기
KERD
논문KCI 등재

브랜드커뮤니티 내 상호작용성이 브랜드 충성도에 미치는 영향:중국 온라인커뮤니티를 대상으로

A Study on the Impact of Brand Community Interaction Model on Brand Loyalty: Focusing on Chinese Online Brand Community

이지나
한국기업경영학회 (Korean Corporation Management Association)|2012.12|기업경영연구 (Korean Corporation Management Review)|제19권 제6호|pp. 93-113

0

조회

0

다운로드

9

인용

0

참고문헌

키워드

상호작용CommitmentBrand Loyalty브랜드 충성도온라인 브랜드 커뮤니티Online Brand CommunityOnline Interaction커뮤니티몰입대항적 브랜드 충성도Oppositional Brand Loyalty
주제분류경영학

초록

본 연구는 기업의 마케팅 및 브랜드 관리의 주요 수단으로 대두되고 있는 온라인 브랜드 커뮤니티 내에서 어떠한 상호작용을 통해 관계가 몰입되어 브랜드 충성도에 영향을 미치는지를 밝히고, 이를 통해 중국 온라인 환경에서 상호작용성의 전략적 브랜드 관리 활용방안에 관한 시사점을 제공하고자 하였다. 중국 대표적인 자동차 전문 웹사이트인 愛卡汽車論壇(http://club.xcar.com.cn/)의 브랜드별 자동차 커뮤니티 회원을 대상으로 총 250부를, 구조방정식 모델을 기반으로 한 AMOS 20을 이용하여 실증 분석하였다. 연구 결과, 상호작용 구성요인은 상호연대감, 상호호혜성, 반응성, 즐거움으로 도출되었다. 이러한 상호작용성들이 커뮤니티 몰입에 미치는 영향을 확인하였고, 동시에 커뮤니티에서 나타나는 몰입현상이 해당 브랜드 충성도와 경쟁브랜드의 대항적 충성도로 전이될 수 있다는 것을 실증하였다. 즉, 온라인 브랜드 커뮤니티를 통한 다양한 충성도 제고의 선순환 과정을 검증한 것이다. 이를 통해 중국 온라인 환경에서 상호작용성의 전략적 브랜드 관리 활용방안에 관한 시사점을 제공하고자 한다. 강력한 브랜드 커뮤니티를 개발하고 구축하는 것은 고객과의 관계 마케팅을 실현하는 중요한 수단이 될 수 있음을 인식하여야 하고, 프로슈머적 성향이 강한 네티즌의 영향력을 전략적으로 잘 활용해야 한다. 또한, 한국기업들은 지속적으로 인터넷상의 구전을 모니터링 하여야 한다

Abstract

Brand community refers to social groups combining by those who use the same brand products. On the one hand, brand with its own community could effectively assemble consumers together and enhance their brand loyalty. On the other hand, as the emergence of network communication platform, online communities come into being which are similar to real communities. However, there are also some brand-themed ones, among those numerous online communities, which have both online and brand community characteristics. The structure of brand community is a 3-element map composed of ‘consumer-brand-consumer’ (Muniz and O’Guinn, 2001). However, as the existence of network communication platforms, those online interactive activities among different brand communities will have an influence not only on both the relationship between consumers and also the relationship between consumers and brands. This paper takes the online automobile brand community as the 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 → How about its deepening process? → What the results of interactivity will be?’, that is, ‘formation of the relationship (Interaction)- deepening of the relationship (Community commitment)-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. The results are as follow: online interaction within the brand community can point out that the components of social interaction are mutuality and reciprocity; while the components of individual interaction are response and enjoyment. This study expected to find the starting point for enhancement of brand and community relationships, i.e. the four 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. In this study, commitment of online brand community is considered as a medium factor of brand loyalty and oppositional brand loyalty. With the deepening process of the relationship, it will have an influence on brand loyalty ultimately. It shows the necessity to regard brand as the differentiated competitive advantages of an enterprise and convey to enterprise that plan to establish brand management strategies that brand community is an important brand management tool. In particular, the further division of identification into community identification and brand identification shows that the identification- based brand strategy needs differentiation. First of all, the results of this study will help companies to understand profoundly the value of online brand community and strengthen their conviction on operating online communities; secondly, it will help the community managers more deeply understand different effects that interaction impacted on the purchasing behaviors of online brand community. It also provides the new channel and management foundation for the companies engaging in attracting and maintaining loyal customers, and in order to offers business strategy and suggestions for community mangers or companies to promote the interaction between members of their communities, which will eventually contribute to shaping of brand image.

참고문헌 (87)

  1. 강명수, "온라인 커뮤니티 형성과 유지에 관한 연구-규범적 몰입과 감성적 몰입의 매개역할을 중심으로-", 대한경영학회지, 18(1), pp.67~87 (2005), 대한경영학회
  2. 고은주, "패션 온라인 커뮤니티 특성이 브랜드 충성도에 미치는 영향: 라이프스타일 집단 간 비교", Journal of Global Scholars of Marketing Science(마케팅과학연구), 16(3), pp.87~106 (2006), 한국마케팅과학회
  3. 김병재, "브랜드 커뮤니티 상호작용을 통한 관계 성과에 관한 연구", 생산성논집, 21(2), pp.103~127 (2007), 한국생산성학회
  4. 김용겸, "구조방정식모형의 효율적 활용을 위한 점검표의 개발", 기업경영연구, 14(1), pp.19~34 (2007), 한국기업경영학회
  5. 김재욱, "온라인 커뮤니티 마케팅 활동과 친커뮤니티 행동간의 관계에 있어서 몰입의 매개역할", 마케팅연구, 17(4), pp.77~98 (2002), 한국마케팅학회
  6. 중국 소비문화의 5 가지 신드롬, "배영준", LG 경제연구원, ~ (2006)
  7. 송창석, "인터넷상의 상호작용성 제고방안에 관한 연구", 마케팅연구, 14(3), pp.69~95 (1999), 한국마케팅학회
  8. 송창석, "쇼핑사이트의 상호작용성 제고방안에 관한 연구: 기업-소비자간 상호작용을 중심으로", 대한경영학회지, 16(6), pp.6~1734 (2003), 대한경영학회
  9. 이수동, "가상환경에서 대 고객 및 고객간 관계결속의 선행변수와 결과변수에 대한 연구", 유통연구, 5(2), pp.1~19 (2001), 한국유통학회
  10. 이원준, "신상품의 유비쿼터스 상호작용 속성이 수용 및 확산에 미치는 영향", 박사, pp.2005
  11. 유비쿼터스 환경에서 상호작용성 관리를 통한 모바일 마케팅 성공 전략, "이태민", 한국학술정보(주), ~ (2005)
  12. 임종원, "브랜드 커뮤니티 내 관계 심화 과정에 관한 연구 - 커뮤니티 경로와 브랜드 경로를 중심으로 -", 마케팅연구, 24(1), pp.203~230 (2009), 한국마케팅학회
  13. 최동궁, "웹 특성 변수가 웹 브랜드자산 형성요인에 미치는 영향에 관한 연구", 마케팅연구, 17(3), pp.123~146 (2002), 한국마케팅학회
  14. 한상린, "온라인 브랜드 커뮤니티의 활동 및 유형이 브랜드 충성도에 미치는 영향", 마케팅관리연구, 11(2), pp.131~152 (2006), 한국마케팅관리학회
  15. 한상일, "플로우가 개인형 커뮤니티 서비스의 재사용 의도에 미치는 영향", 기업경영연구, 15(1), pp.133~153 (2008), 한국기업경영학회
  16. 홍성태, "이동통신 서비스에 대한 고객 만족에 미치는 몰입의 매개적 효과", 기업경영연구, 17(3), pp.191~206 (2010), 한국기업경영학회
  17. 暢榕, "虛擬品牌社群昭究" (2007), 中國傳播大學出版社
  18. 金立印, "虛擬品牌社群的價值維度對成員社群意識, 忠誠度及行為傾向的影響", 管理科學, 2, pp.36~45 (2007)
  19. 王新新, "品牌社群社會資本, 价値感知与品牌忠誠", 管理科學, 6(23), pp.53~63 (2010)
  20. 嚴浩仁, "顧客忠誠的影響因素及其作用机制一一對移動通信服務市場的實証硏究", 박사, pp.2004
  21. Algesheimer, R., "The Social Influence of Brand Community : Evidence from European Car Clubs", Journal of Marketing, 69(3), pp.19~34 (2006)
  22. Agarwal, R., "Time Flies When You're Having Fun : Cognitive Absorption and Beliefs About Information Technology Usage", MIS Quarterly, 24, pp.665~694 (2000)
  23. Anderson, C., "Computer as Audience : Mediated Interactive Messages, in Edward Forrest and Richard Mizerskieds. Interactive Marketing : The Future Presemt" (1996), NTC Business Books
  24. Anderson, J. C., "Structural Equation Modeling in Practice : A Review and Recommended Two-Step Approach", Psychological Bulletin, 103(3), pp.411~423 (1988)
  25. Armstrong, A., "The Real Value of Online Corrmunities", Harvard Business Review, 5(6), pp.134~141 (1996)
  26. Ashforth, B. E., "Social Identity Theory and the Organization", Academy of Management Review, 14(1), pp.20~39 (1989)
  27. Bagozzi, R. P., "Intentional Social Action in Wirtual Communities", Journal of Interactive Marketing, 16(2), pp.2~21 (2002)
  28. Bagozzi, R. P., "Antecedents and Purchase Consequences of Customer Participation in Small Group Brand Communities", International Journal of Research in Marketing, 23, pp.5~61 (2006)
  29. 이유재, "On the evaluation of structural equation models", Journal of the Academy of Marketing Science 16(1), 16(1), pp.74~94, Springer New York
  30. Bearden, W. O., "Sample Size Effects on Chi square and Other Statistics Used in Evaluating Causal Models", Journal of Marketing Research, 19, pp.425~430 (1982)
  31. Burgoon, J. K., "Testing the Interactivity Model Communication Process Partner Assessments and The Quality of Collaborative Work", Journal of Management Information Systems, 16(3), pp.33~56 (1999)
  32. Cahn, D. D., "The Perceived Understanding Measurement", Communication Research Reports, 1, pp.122~125 (1984)
  33. Carlson, B. D., "Social Versus Psychological Brand Community : The Role of Psychological Sense of Brand Community", Journal of Business Research, 61, pp.284~291 (2008)
  34. Casalo, L., "The Impact of Participation in Virtual Brand Communities on Consumer Trust and Loyalty", Online Information Review, 31(6), pp.775~792 (2007)
  35. Interactivity as a Measure of Advertising Effectiveness, "Cho, C. H.", Department of Advertising, College of Communication, The University of Taxas at Austin, ~ (1999)
  36. Churchill, G. A. Jr, "A Paradigm for Developing Better Measures of marketing Constructs", Journal of Marketing Research, 16(2), pp.64~73 (1979)
  37. Cova, B., "Community and Consumption: Towards a Definition of The linking Value of Product or Services", European Journal of Marketing, 31(3, pp.4) (1997), 297~316
  38. Davis, F. D., "Extrinsic and Intrinsic Motivation to Use Computers in the Workplace", Journal of Applied Social Psychology, 22, pp.1111~1132 (1992)
  39. Dholakia, U. M., "A Social Influence Model of Consumer Participation in Network and Small-Group-Based Virtual Communities", International Journal of Research in Marketing, 21, pp.241~263 (2004)
  40. "lnteractivity and Revisits to Web-sites" (2000)[URL]
  41. Duncan, T., "A Communication Based Marketing Model for Managing Relationships", Journal of Marketing, 62(4), pp.1~13 (1993)
  42. Dwyer, R. F., "Developing Buyer-Seller Relationship", Journal of Marketing, 51(4), pp.11~27 (1987)
  43. Fornell, C., "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error", Journal of Marketing Research, pp.39~50 (1981)
  44. Gruen, T. W., "Relationship Marketing Activities, Commitment, and Membership Behaviors in Professional Associations", Journal of Marketing, 64, pp.34~49 (2000)
  45. Ha, L., "Interactivity Reexamined : A Basesline Analysis of Early Business Web Site", Journal of Broadcasting and Electronic Media, 42(4), pp.457~474 (1998)
  46. Heeter, C., "Implications of Interactivity for Communication Research, In Media Use in the Information Age: Emerging Patterns of Adoption and Consumer Use", pp.217~235 (1989), Lawrence Erlbaum Associates
  47. Hoffman, D. L., "Marketing in Computer-mediated Environments : Conceptual foundations", Journal of Marketing, 60(7), pp.50~68 (1996)
  48. Hoffman, D. L., "Flow Online : Lessons Learned and Future Prospects", Journal of Interactive Marketing, 23, pp.23~34 (2009)
  49. Hoffman, D. L., "Commercial Scenarios for the web: Opportunities and Challenges", Journal of Computer Mediated Commnication, 1(3) (1995)
  50. Hogg, M. K., "The Role of Aversion in Product", Brand Choice, 1997, ~
  51. Jang, H. Y., "The influence of on-line brand community characteristics on community commitment and brand loyalty", INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE, 12(3), pp.57~80, M E SHARPE INC
  52. Jones, T. O., "Why Satisfied Customers Defect", Harvard Business Review, 73(6), pp.88~99 (1995)
  53. Kavanaugh, A., "Participating in Civil Society: The Case of Networked Communities, Interacting with Computers 17", Special Issue on Designing for Civil Society, 9~33 (2005)
  54. Koh, J., "Knowledge sharing in virtual communities: an e-business perspective", EXPERT SYSTEMS WITH APPLICATIONS, 26(2), pp.155~166, Pergamon-Elsevier Science Ltd
  55. Ku, L., "Impacts of lnterativity from Computer-Mediated Communication in an Organization Setting: A Study of Electronic Mail", 박사, pp.1992
  56. Lee, T. M., "The Impact of Perceptions of Interactivity on Customer Trust and Transaction Intention in Mobile Commerce", Journal of Electronic Commerce Research, 6(3), pp.166~180 (2005)
  57. Lombard, M., "Interactive Advertising and Presence : A Framework", Journal of Interactive Advertising, 1(2) (2001)
  58. Mathwick, C., "Experiential Value: Conceptualization", Measurement and Application in the Catalog and Internet Shopping Environment Journal of Retailing, 77(1), pp.39~56 (2001)
  59. McAlexander, J. H., "Building Brand Community", Journal of Marketing, 66(1), pp.38~54 (2002)
  60. Michael, Q., "Building Brand Community among Ethnic Diaspora in the USA : Strategic Implications for Marketers", Journal of Brand Management, 13(2), pp.101~114 (2005)
  61. McMillan, D., "Sense of Community : A Definition and Theory", Journal of Organizational Behavior, 13, pp.103~123 (1986)
  62. Morgan, R. M., "The Comnitment-Trust Theory of Relationship Marketing", Journal of Marketing, 58(7), pp.20~38 (1994)
  63. Muniz, A. M. Jr., "Brand Community", Journal of Consumer Research, 27, pp.412~432 (2001)
  64. Netemeyer, R. G., "A Comparative Analysis of Two Models of Behavioural Intention", Journal of the Academy of Marketing Science, 20(1), pp.49~59 (1992)
  65. Novak, T. P., "Measuring the Customer Experience in Online Environments: A Structural Modeling Approach", Marketing Science, 19(1), pp.22~42 (2000)
  66. Neuman, W. R., "The Future of the Mass Audience" (1991), Cambridge University Press
  67. Ouwersloot, H., "Who' Who in Braod Communities- and Why?", European Journal of Marketing, 42(5, pp.6) (2008), 571~585
  68. Rafaeli, "Interactivity : From Mass Media to Communication", Harvard Business Review, 78(1), pp.79~87 (1988)
  69. Ramani, G., "lnteraction Orientation and Firm Performance", Journal of Marketing, 72(1), pp.27~45 (2008)
  70. Rayport, J. F., "Best Face Forward" (2005), Harvard Business School Press
  71. Pavlik, J. V., "New Media and the Information Superhighway" (1993), Allyn and Bacon
  72. Pavlik, J. V., "New Media Technology : Cultural and Commercial Perspectives, 2rd ed" (1993), Allyn and Bacon
  73. Reichheld, F., "Zero Defects: Quality Comes to Services", Harvard Business Review, pp.105~111 (1990)
  74. Rice, R., "New Media Technology: Growth and Integration, In The new media: Communication, Research and Technology" (1984), Sage
  75. Rogers, E. M., "Communication Technology : The New Media in Society" (1986), Free Press
  76. Rothaermel, F. T., "Virtual Internet Communities and Commercial Success : Individual and Community-Level Theory Grounded in the Atypical case of Time Zone. com", Journal of Management, 27, pp.297~312 (2001)
  77. McMillan, S. J., "Measures of Perceived Interactivity: An Exploration of the Role of Direction of Communication, User Control, and Time in Shaping Perceptions of Interactivity", Journal of Advertising, 31(3), pp.29~42 (2002)
  78. Sicilia, M., "Brand Ccmmunities on the Internet : A Case Study of CocaCola' Spanish Virtual Community", Corporate Communications, 13(3), pp.255~270 (2003)
  79. Sheth, J. N., "Relationship Marketing in Consumer Markets : Antecedents and Consequences", Journal of Academy of Marketing Science, 23(4), pp.255~270 (1993)
  80. Scott, A. T., "Brand Communities and New Product Adoption : The Influence and limits of Oppositional Loyalty", Journal of Marketing, 72(6) (2008)
  81. Sharma, N., "The Impact of Communication Effectiveness and Service Quality on Relationship Commitment in Consumer, Professional Services", Journal of Services Marketing, 13(2, pp.3) (1999), 151~170
  82. How does a Virtual Brand Community Emerge? Some Implications for Marketing Research, "Sitz, L.", ~ (2004)
  83. Steuer, J., "Defining Virtual Reality : Dimensions Determining Telepresence", Journal of Communication, 42(4), pp.73~93 (1992)
  84. Wayland, R. E., "Customer Connections: New Strategies for Growth" (1997), Harvard Business School Press
  85. Wang, Y., "Defining the Virtual Tourist Community : Implications for Tourism Marketing", Tourism Management, 23(4), pp.407~417 (2002)
  86. Wu, G., "Perceived Interactivity and Attitudes Toward Web Sites, in Marilya Roberts ed, The Proceedings of the American Academy of Conference, Granvile, FL : University of Florida", The Proceedings of the American Academy of Conference, pp.254~262 (1999), University of Florida
  87. Wu, G., "The Role of Perceived Interactivity in Interactive ad Processing", 박사, pp.2000

관련 논문AI추천

온라인 브랜드커뮤니티 구성원들의 제품개발참여의도에 관한 구조적 관계김상우, 장영혜한국전략마케팅학회 · 마케팅논집(Journal of Marketing Studies)2013 · 제21권 제4호브랜드 커뮤니티에 대한 신뢰와 감정이 몰입을 매개로 브랜드 충성도에 미치는 영향: 한국과 중국 여성 휴대폰 커뮤니티 이용자 비교 연구허원무동북아시아문화학회 · 동북아 문화연구2009 · 제1권 제21호브랜드 커뮤니티와 브랜드 커뮤니티 충성도에 관한 연구박종오대한경영정보학회 · 경영과 정보연구2008 · 제25호소비자-브랜드 관계의 질이 브랜드충성도와브랜드커뮤니티 충성도에 미치는 영향에 관한 연구: 커뮤니티 규모와 브랜드지식수준의 조정효과김미진, 박운용, 안광호한국소비자학회 · 소비자학연구2006 · 제17권 제4호온라인 브랜드 커뮤니티에서 불만 대응이 커뮤니티 선호도와 브랜드 충성도에 미치는 영향김시래, 김정현, 이명천한국PR학회 · PR연구2010 · 제14권 제2호온라인 브랜드 커뮤니티에서의 브랜드 유착의 인과관계선종학사단법인 한국브랜드디자인학회 · 브랜드디자인학연구2018 · 제16권 제1호

이 간행물의 다른 논문 (14건)

R&D Workers’ Professional Identity and Job Satisfaction: The Moderating Role of Task Specialization and Met-Expectation도보람, 이승윤, 유성재, 박성주pp. 1-22회귀분석을 이용한 AR 결정 및 지하철 효율성 평가김재윤, 심광식pp. 23-41발생액 이익조정과 실제이익조정에 관한 연구: 대체적인가, 보완적인가?박영규pp. 43-58공시품질이 재무분석가의 수에 미치는 영향김성혜, 이아영pp. 59-74기업의 기술혁신 유형에 따른 고용효과 비교분석신범철, 최국현, 송치웅pp. 75-91
원문 보기