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소셜 미디어에서 고객들의 브랜드 시민행동의 결정요인에 관한 실증적 연구

An Empirical Study on the Determinant Factors Affecting customer's Brand Citizenship Behavior in Social Media

윤성준|강일영|이권
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2019.02|상품학연구 (Journal of Product Research)|제37권 제1호|pp. 123-133|DOI 10.36345/kacst.2019.37.1.014

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참고문헌

키워드

지각된 상호작용성perceived interactivity브랜드 시민행동고객-브랜드 관계의질customer-brand relationship qualitybrand citizenship behavior
주제분류경영학

초록

본 연구는 구조 방정식 모델 접근방식을 수용하여 소셜 미디어 서비스 의 상호작용적 특성들이 고객-브랜드 관계의 질을 통해 고객들의 브랜드 시민행동에 미치는 영향을 실증적으로 규명하고자 하였다. 자료는 중국 온라인 메신저인 위챗 이용고객을 대상으로 수집하였다. 연구 결과는 일반적으로 기존의 문헌과 일치하는 것으로 나타났으며 그 결과는 다음과 같다. 위챗 사용자들의 지각된 상호 작용성은 고객-브랜드 관계의질에 유의한 정(+)의 영향을 미치는 것으로 나타났으며 고객-브랜드관계의질은 브랜드 시민행동에 유의한 정(+)의 영향을 미치는 것으로 나타났다. 이러한 결과는 소셜 미디어 사용자들이 자신들이 소셜 미디어를 능동적으로 제어하고 있으며 친구들과 상당히 빠르게 의사소통을 한다고 지각할 경우 고객-브랜드 관계의질이 향상된다는 점을 보여주고 있다. 따라서 기업들은 고객들의 지각된 상호 작용성 향상 방안들을 모색할 필요가 있다. 본 연구의 중요한 함의 중 하나는 소셜 미디어 브랜드 이미지와 가치를 강화하고자 하는 기업들은 그 노력을 종사원들에게만 국한해서는 안되며 가치공통창출 프로세스에 참여하여 고객시민행동을 나타내는 고객들에게 까지 확대 하여야 할 필요가 있다는 것이다. 끝으로 소셜 미디어 서비스에 대한 추가적인 함의와 후속 연구방향에 대해 논의 하였다.

Abstract

This study proposes and empirically tests perceived interactivity as an antecedent factor that would enhance customer’s brand citizenship behavior through customer-brand relationship quality in the context of social media service by adopting a structural equation modeling approach. Data were collected through wechat online survey. Findings of this study are generally in line with existing literature and the results are as follow. The perceived interactivity of wechat users has a significant positive influence on customer-brand relationship quality and the customer-brand relationship quality has a significant positive influence on customer’s brand citizenship behavior. The result seems to suggest that when social media users perceived that they are actively control the social media and communicate with peers in a fairly quick response then customer-brand relationship quality will be enhanced. Therefore, firms need to find out ways to increase customers’perceived interactivity. One of the major implications of this study is that those firms seek to enhance social media brand image and its value should not confined its effort to employees but need to extend to customers who could participate in value co-creation process showing customer brand citizenship behavior. Further implications for social media service and research directions are discussed.

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