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Structural Relationship of Content Trait, Identification, Loyalty on Online Brand Community

온라인 브랜드 커뮤니티에서 콘텐츠 특성, 동일시, 충성도간의 구조적 관계

  • 이종호 (부산대학교 경영학부) ;
  • 옥정원 (부산가톨릭대학교 유통경영정보학부) ;
  • 윤대홍 (부산대학교 경영학부)
  • Received : 2010.09.27
  • Accepted : 2011.01.12
  • Published : 2011.02.28

Abstract

The purpose of this study was to investigate contents identification and brand community identification on the brand community. Analysis was performed for the empirical study where important variables of this framework included attractiveness, similarity, intimacy, information quality, contents identification, and community identification, loyalty. I collected the 184 data through survey and analyzed them. The data were recorded and analyzed using the SPSS 14.0 and LSREL 8.30. The brief findings of the study were as below: Given the finding of the study, users who have contents identification directly don't affect on purchase loyalty. Therefore, company intensifies users' visiting community. Users who consistently visit community have purchase loyalty. Existing studies on online brand community is a study for the identification. This study identified the dimensions of the content attribute of the content identification and brand community identification were examined by questionnaires. Accordingly, the company operating the brand community to provide more useful suggestions.

Keywords

Attractiveness;Similarity;Intimacy;Information Quality;Contents Identification

Acknowledgement

Supported by : 부산대학교

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