The influence that the value suggestion of on-line community members has on the brand affection

온라인 커뮤니티 회원들의 가치제안이 브랜드 애착에 미치는 영향

This research intends to check what value and convenience the on-line brand community members pursue and how such value and convenience affects brand affection. Researching on-line brand community members of ipod, it was found that their value and convenience is composed of 3 types, namely, functional value, emotional value and self-expression value and the concept of brand affection is composed of 3 subsidiary factors, namely, 'love', 'interest' and 'immersion.' Checking how the functional, emotional and self-expression convenience of on-line brand community members affected brand affection, the following result was found. First, functional value and convenience has significant influence on the love affection only at the level of brand affection and has no influence on the relational and immersion affection. Second, self-expression value and convenience has significant influence only on the love affection of brand like functional value and convenience. Third, it was found that emotional value has significant influence on the 3 dimensions of brand affection, namely, love affection, interest affection and immersion affection.