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The effects of consumers` sense of community regarding outdoor brand on behavioral commitment, purchasing satisfaction, and repurchasing intention
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 Title & Authors
The effects of consumers` sense of community regarding outdoor brand on behavioral commitment, purchasing satisfaction, and repurchasing intention
Jang, Eun-Jeong; Ann, In-Sook; Lee, Eun-Jin;
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 Abstract
This study analyzed the effects of consumers`sense of community regarding outdoor brands on behavioral commitment, purchasing satisfaction, and repurchasing intention and analyzed the effects of behavioral commitment and purchasing satisfaction on repurchasing intention. Additionally, this study analyzed the differences in sense of community, behavioral commitment, purchasing satisfaction, and repurchasing intention according to the types of outdoor consumers`consumption values. A survey was conducted from July 20th to 30th, 2015, and 527 responses were used for the analysis. The results of this study are as follows. First, consumers`sense of community regarding outdoor brands was classified into mutual influences, sufficiency necessity, emotional connectedness, and sense of belonging. Second, outdoor consumers`sense of community had positive impacts on behavioral commitment, purchasing satisfaction and repurchasing intention. Third, outdoor consumers`behavioral commitment and purchasing satisfaction had positive impacts on repurchasing intention. Fourth, there were differences in the outdoor consumers`sense of community, behavioral commitment, purchasing satisfaction, and repurchasing intention according to the types of consumption values. Therefore, outdoor brands can strengthen the relationship with customers considering values and behavior, suggesting the need for a strategy that promotes consumers`sense of community with sustainable management activities that save the environment and local community.
 Keywords
outdoor brand;sense of community;behavioral commitment;purchasing satisfaction;repurchasing intention;
 Language
Korean
 Cited by
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