DOI QR코드

DOI QR Code

A Study on User's Voluntary Behavior in Company Social Networks(CSN)

기업의 관계적 성과로서 기업소셜네트워크 이용자의 자발행동에 관한 연구

  • Received : 2014.04.27
  • Accepted : 2014.06.20
  • Published : 2014.06.30

Abstract

Company Social Networks (CSN) has emerged as a commonly used marketing channel. One of the most important advantages in CSN is the user's voluntary behavior as a relational performance. We classified level of voluntary behavior, as 'consumption', 'active participation', and 'creative contribution' to comprehend different relational performance of CSN. Moreover, we proposed research model to compare positive attitude and negative attitude. This study aims to investigate 'the process of user's voluntary behavior in CSN' which is causal relationship between benefits of CSN, user's attitude and voluntary behavior. Empirical results with 175 valid questionnaire data revealed that CSN benefit factors played a significant role in trust and distrust. Based on these effects, trust and distrust have different influences as level of voluntary behavior, just as proposed. For practitioners, it is crucial finding that users are more active behavior based on strong trust.

Keywords

References

  1. Algesheimer, R., U. M. Dholakia, and A. Herrmann, "The social influence of brand community : Evidence from European car clubs", Journal of marketing, Vol.69, No.3 (2005), pp.19-34. https://doi.org/10.1509/jmkg.69.3.19.66363
  2. Ba, S., "Establishing online trust through a community responsibility system", Decision Support Systems, Vol.31, No.3(2001), pp.323-336. https://doi.org/10.1016/S0167-9236(00)00144-5
  3. Benamati, J., M. A. Serva, and M. A. Fuller, "Are trust and distrust distinct constructs? An empirical study of the effects of trust and distrust among online banking users", In System Sciences, HICSS, Proceedings of the 39th Annual Hawaii International Conference, IEEE, Vol.6(2006), pp. 121-128.
  4. Carlson, B. D., T. A. Suter, and T. J. Brown, "Social versus psychological brand community : The role of psychological sense of brand community", Journal of Business Research, Vol.61, No.4(2008), pp.284-291. https://doi.org/10.1016/j.jbusres.2007.06.022
  5. Casalo, L. V., C. Flavian, and M. Guinaliu, "Determinants of the intention to participate in firm-hosted online travel communities and effects on consumer behavioral intentions", Tourism Management, Vol.31, No.6(2010), pp. 898-911. https://doi.org/10.1016/j.tourman.2010.04.007
  6. Champoux, V., J. Durgee, and L. McGlynn, "Corporate Facebook pages : When 'fans' attack", Journal of Business Strategy, Vol. 33, No.2(2012), pp.22-30.
  7. Chang, Y. S. and S. R. Fang, "Antecedents and distinctions between online trust and distrust : Predicting high-and low-risk internet behaviors", Journal of Electronic Commerce Research, Vol.14, No.2(2013), pp. 149-166.
  8. Chatterjee, P., "Drivers of new product recommending and referral behaviour on social network sites", International Journal of Advertising, Vol.30, No.1(2011), pp.77-101. https://doi.org/10.2501/IJA-30-1-077-101
  9. Chi, H. H., "Interactive digital advertising vs. virtual brand community : Exploratory study of user motivation and social media marketing responses in Taiwan", Journal of Interactive Advertising, Vol.12, No.1(2011), pp.44-61. https://doi.org/10.1080/15252019.2011.10722190
  10. Chiu, C. M., H. Y. Huang, and C. H. Yen, "Antecedents of trust in online auctions", Electronic Commerce Research and Applications, Vol.9, No.2(2010), pp.148-159. https://doi.org/10.1016/j.elerap.2009.04.003
  11. Drewry, G., "Citizens as customers-Charters and the Contractualisation of Quality in Public Services", Public Management Review, Vol.7, No.3(2005), pp.321-40. https://doi.org/10.1080/14719030500180823
  12. Fan, G., Q. Ma, R. Liu, and J. Hao, "Why Customers Behave Badly? The Review of Antecedent Research on Customer Misbehavior", In Service Sciences, 2012 International Joint Conference on, IEEE, (2012), pp.185-190.
  13. Foster, B. D. and J. W. Cadogan, "Relationship selling and customer loyalty : An empirical investigation", Marketing Intelligence and Planning, Vol.18, No.4(2000), pp.185-199. https://doi.org/10.1108/02634500010333316
  14. Gefen, D., I. Benbasat, and P. Pavlou, "A research agenda for trust in online environments", Journal of Management Information Systems, Vol.24, No.4(2008), pp.275-286. https://doi.org/10.2753/MIS0742-1222240411
  15. Gefen, D., D. W. Straub, and M. Boudreau, "Structural equation modeling and regression : Guidelines for research practice", Communications of the Association for Information Systems, Vol.4, No.7(2000), pp.1-70.
  16. Grabner-Krauter, S. and R. Faullant, "Consumer acceptance of internet banking : the influence of internet trust", International Journal of bank marketing, Vol.26, No.7(2008), pp.483-504. https://doi.org/10.1108/02652320810913855
  17. Groth, M., "Customers as good soldiers : Examining citizenship behaviors in internet service deliveries", Journal of Management, Vol.31, No.1(2005), pp.7-27.
  18. Gummerus, J., V. Liljander, E. Weman, and M. Pihlstrom, "Customer engagement in a Facebook brand community", Management Research Review, Vol.35, No.9(2012), pp. 857-877. https://doi.org/10.1108/01409171211256578
  19. Hair, J. F. J., R. E. Anderson, R. L. Tatham, and W. Black, Multivariate data analysis with reading, Englewood Cliffs, NJ : Prentice-Hall, 1998.
  20. Harris, L. C. and M. M. Goode, "The four levels of loyalty and the pivotal role of trust : A study of online service dynamics", Journal of Retailing, Vol.80, No.2(2004), pp. 139-158. https://doi.org/10.1016/j.jretai.2004.04.002
  21. Heinonen, K., "Consumer activity in social media : Managerial approaches to consumers' social media behavior", Journal of Consumer Behaviour, Vol.10, No.6(2011), pp.356-364. https://doi.org/10.1002/cb.376
  22. Hong, I. B. and H. Cho, "The impact of consumer trust on attitudinal loyalty and purchase intentions in B2C e-marketplaces : Intermediary trust vs. seller trust", International Journal of Information Management, Vol.31, No.5(2011), pp.469-479. https://doi.org/10.1016/j.ijinfomgt.2011.02.001
  23. Hosmer, L. T., "Trust : The connecting link between organizational theory and philosophical ethics", Academy of Management Review, Vol.20, No.2(1995), pp.379-403.
  24. Hur, W. M., K. H. Ahn, and M. Kim, "Building brand loyalty through managing brand community commitment", Management Decision, Vol.49, No.7(2011), pp.1194-1213. https://doi.org/10.1108/00251741111151217
  25. Jahn, B. and W. Kunz, "How to transform consumers into fans of your brand", Journal of Service Management, Vol.23, No.3 (2012), pp.344-361. https://doi.org/10.1108/09564231211248444
  26. Jin, X. L., M. K. Lee, and C. M. Cheung, "Predicting continuance in online communities : Model development and empirical test", Behaviour and Information Technology, Vol. 29, No.4(2010), pp.383-394. https://doi.org/10.1080/01449290903398190
  27. Kahneman, D. and A. Tversky, "Prospect theory : An analysis of decision under risk", Econometrica : Journal of the Econometric Society, Vol.47, No.2(1979), pp.263-291. https://doi.org/10.2307/1914185
  28. Katz, E., J. Blumler, and M. Gurevitch, Utilization of mass communication by the individual, in Blumler, J. and Katz, E. (Eds), The Uses of Mass Communications : Current Perspectives on Gratifications Research, Sage, Beverly Hills, CA(1974), pp.19-32.
  29. Keh, H. T. and Y. Xie, "Corporate reputation and customer behavioral intentions : The roles of trust, identification and commitment", Industrial Marketing Management, Vol.38, No.7(2009), pp.732-742. https://doi.org/10.1016/j.indmarman.2008.02.005
  30. Kim, A. J. and E. Ko, "Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand", Journal of Business Research, Vol.65, No.10 (2012), pp.1480-1486. https://doi.org/10.1016/j.jbusres.2011.10.014
  31. Kim, M., N. Chung, and C. Lee, "The effect of perceived trust on electronic commerce : Shopping online for tourism products and services in South Korea", Tourism Management, Vol.32(2011), pp.256-265. https://doi.org/10.1016/j.tourman.2010.01.011
  32. Kwon, O. and Y. Wen, "An empirical study of the factors affecting social network service use", Computer in Human Behavior, Vol.26, No.2(2010), pp.254-263. https://doi.org/10.1016/j.chb.2009.04.011
  33. Laroche, M., M. R. Habibi, M. O. Richard, and R. Sankaranarayanan, "The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty", Computers in Human Behavior, Vol.28, No.5 (2012), pp.1755-1767. https://doi.org/10.1016/j.chb.2012.04.016
  34. Lee, D., H. S. Kim, and J. K. Kim, "The impact of online brand community type on consumer's community engagement behaviors : Consumer-created vs. marketer-created online brand community in online socialnetworking web sites", Cyberpsychology, Behavior, and Social Networking, Vol.14, No.1/2(2011), pp.59-63. https://doi.org/10.1089/cyber.2009.0397
  35. Lewicki, R. J., D. J. McAllister, and R. J. Bies, "Trust and distrust : New relationships and realities", Academy of Management Review, Vol.23, No.3(1998), pp.438-458.
  36. Lewicki, R. J., E. C. Tomlinson, and N. Gillespie, "Models of interpersonal trust development : Theoretical approaches, empirical evidence, and future directions", Journal of Management, Vol.32, No.6(2006), pp.991-1022.
  37. Lewis, J. D. and A. Weigert, "Trust as a social reality", Social Forces, Vol.63, No.4(1985), pp.967-985. https://doi.org/10.1093/sf/63.4.967
  38. Lim, E. A. C. and S. H. Ang, "Hedonic vs. utilitarian consumption : A cross-cultural perspective based on cultural conditioning", Journal of Business Research, Vol.61, No.3 (2008), pp.225-232. https://doi.org/10.1016/j.jbusres.2007.06.004
  39. Lin, K. Y. and H. P. Lu, "Intention to continue using Facebook fan pages from the perspective of social capital theory", Cyberpsychology, Behavior, and Social Networking, Vol.14, No.10(2011), pp.565-570. https://doi.org/10.1089/cyber.2010.0472
  40. Madupu, V. and D. O. Cooley, "Antecedents and consequences of online brand community participation : A conceptual framework", Journal of Internet Commerce, Vol.9, No.2 (2010), pp.127-147. https://doi.org/10.1080/15332861.2010.503850
  41. Martins, C. S. and L. Patricio, "Understanding participation in company social networks", Journal of Service Management, Vol.24, No.5(2013), pp.567-587. https://doi.org/10.1108/JOSM-04-2013-0112
  42. McAlexander, J. H., J. W. Schouten, and H. F. Koenig, "Building brand community", Journal of Marketing, Vol.66, No.1(2002), pp.38-54.
  43. McKnight, D. H., L. L. Cummings, and N. L. Chervany, "Initial trust formation in new organizational relationships", Academy of Management review, Vol.23, No.3(1998), pp. 473-490.
  44. Nambisan, S. and R. A. Baron, "Virtual customer environments : Testing a model of voluntary participation in value co-creation activities", Journal of Product Innovation Management, Vol.26, No.4(2009), pp.388-406. https://doi.org/10.1111/j.1540-5885.2009.00667.x
  45. Ou, C. X. and C. L Sia, "Consumer trust and distrust : An issue of website design", International Journal of Human-Computer Studies, Vol.68, No.12(2010), pp.913-934. https://doi.org/10.1016/j.ijhcs.2010.08.003
  46. Pagani, M., C. F. Hofacker, and R. E. Goldsmith, "The influence of personality on active and passive use of social networking sites", Psychology and Marketing, Vol.28, No.5(2011), pp.441-456. https://doi.org/10.1002/mar.20395
  47. Poyry, E., P. Parvinen, and T. Malmivaara, "Can we get from liking to buying? Behavioral differences in hedonic and utilitarian Facebook usage", Electronic Commerce Research and Applications, Vol.12, No.4(2013), pp.224-235. https://doi.org/10.1016/j.elerap.2013.01.003
  48. Ribbink, D., A. C. Van Riel, V. Liljander, and S. Streukens, "Comfort your online customer : quality, trust and loyalty on the internet", Managing service quality, Vol.14, No.6 (2004), pp.446-456. https://doi.org/10.1108/09604520410569784
  49. Rosenbaum, M. S. and C. A. Massiah, "When customers receive support from other customers : Exploring the influence of intercustomer social support on customer voluntary performance", Journal of Service Research, Vol.9, No.3(2007), pp.257-270. https://doi.org/10.1177/1094670506295851
  50. Ryu, K., H. Han, and S. S. Jang, "Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast-casual restaurant industry", International Journal of Contemporary Hospitality Management, Vol.22, No.3(2010), pp.416-432. https://doi.org/10.1108/09596111011035981
  51. Shao, G., "Understanding the appeal of usergenerated media : A uses and gratification perspective", Internet Research, Vol.19, No.1 (2009), pp.7-25. https://doi.org/10.1108/10662240910927795
  52. Sung, Y., Y. Kim, O. Kwon, and J. Moon, "An explorative study of Korean consumer participation in virtual brand communities in social network sites", Journal of Global Marketing, Vol.23, No.5(2010), pp.430-445. https://doi.org/10.1080/08911762.2010.521115
  53. Tajfel, H., Social categorization, social identity and social comparison. In H. Tajfel(Ed.), Differentiation between social groups : New York : Academic Press(1978), pp.61-76.
  54. Tsai, W. H. S. and L. R. Men, "Motivations and antecedents of consumer engagement with brand pages on social networking sites", Journal of Interactive Advertising, Vol.13, No.2(2013), pp.76-87. https://doi.org/10.1080/15252019.2013.826549
  55. Urista, M. A., Q. Dong, and K. D. Day, "Explaining why young adults use MySpace and Facebook through uses and gratifications theory", Human Communication, Vol. 12, No.2(2009), pp.215-229.
  56. Valenzuela, S., N. Park, and K. F. Kee, "Is there social capital in a social network site? : Facebook use and college students'life satisfaction, trust, and participation", Journal of Computer-Mediated Communication, Vol. 14, No.4(2009), pp.875-901. https://doi.org/10.1111/j.1083-6101.2009.01474.x
  57. Van Doorn, J., K. N. Lemon, V. Mittal, S. Nass, D. Pick, P. Pirner, and P. C. Verhoef, "Customer engagement behavior : Theoretical foundations and research directions", Journal of Service Research, Vol.13, No.3 (2010), pp.253-266. https://doi.org/10.1177/1094670510375599
  58. Wang, H. C., J. G. Pallister, and G. R. Foxall, "Innovativeness and involvement as determinants of website loyalty : II. Determinants of consumer loyalty in B2C e-commerce", Technovation, Vol.26, No.12(2006), pp. 1366-1373. https://doi.org/10.1016/j.technovation.2005.11.003
  59. Xu, C., S. Ryan, V. Prybutok, and C. Wen, "It is not for fun : An examination of social network site usage", Information and Management, Vol.49, No.5(2012), pp.210-217. https://doi.org/10.1016/j.im.2012.05.001
  60. Yen, H. R., S. H. Y. Hsu, and C. Y. Huang, "Good soldiers on the web : Understanding the drivers of participation in online communities of consumption", International Journal of Electronic Commerce, Vol.15, No.4 (2011), pp.89-120. https://doi.org/10.2753/JEC1086-4415150403
  61. Yi, Y. and T. Gong, "If employees go the extra mile, do customers reciprocate with similar behavior?", Psychology and Marketing, Vol.25, No.10(2008), pp.961-986. https://doi.org/10.1002/mar.20248
  62. Zhou, Z., Q. Zhang, C. Su, and N. Zhou, "How do brand communities generate brand relationships? Intermediate mechanisms", Journal of Business Research, Vol.65, No.7 (2012), pp.890-895. https://doi.org/10.1016/j.jbusres.2011.06.034