Earticle

초록

영어

The brand-based online community recently plays an important roles for consumers to facilitates searching and sharing information among them. Firms often find such a brand community as a critical channel to gain collective intelligence for developing new ideas and products. As a new web platform such as web 2.0 has been introduced, consumers could more easily participate in the new social networks created by sharing mutual value and belief among themselves. Accordingly firms began to recognize potentials of online brand assets and pay attention to the importance of online brand community loyalty. Previous research related to online community tends to focus on identifying the antecedents of community loyalty and their subsequent impacts on brand. They, however, tend to neglect the importance of individual characteristics of online community users. As integrating the fragmented variables with an individual charac-teristics, therefore, this study reexamined the impacts of interactivity, information, reward, and personalization services provided by an online brand community on the sense of community, community loyalty, and brand attitude. Also, this study investigated how users' individual characteristics(need for cognition: NFC) can play moderating roles among the variables identified in the previous research. A field survey was administrated and 671 valid samples were collected. In order to test the hypothesis we conducted the multi-sample structural equation modeling(MSEM) between two groups(a group with high vs. a group with low level of NFC). Results show that previously identified variables such as interactivity, information, reward, and personalization services have significant effects on the sense of community as previous research demonstrated. Subsequently, the sense of community positively influences the community loyalty and brand attitude. However, when considering the NFC as a moderating variable, we found that the effect of interactivity and reward service on the sense of community was stronger for a group with a lower level of NFC compared to a group with a higher level, while the effect of information providing service on the sense of community was stronger for a group with a higher level of NFC compared to a group with a lower level. This research revealed that NFC can affect the degree of individual perception on the sense of community which has been considered as an important indicator for the community loyalty and brand attitude. Hence, when firms developing customer relation strategy through building an online brand community, they need to reflect customers' NFC and accordingly provide varying degree of interactivity, information, reward, and personalization services.

목차

abstract
 Ⅰ. 서 론
 Ⅱ. 기존 연구 동향
  2.1 온라인 브랜드 커뮤니티에 관한 연구
  2.2 정교화 가능성 모델(Elaboration LikelihoodModel)과 인지욕구에 관한 연구
 Ⅲ. 연구 모형 및 가설 설정
  3.1 연구모형
  3.2 가설 설정
 Ⅳ. 자료 수집 및 분석
  4.1 측정 및 자료의 수집
  4.2 변수의 조작적 정의 및 측정
  4.3 가설 검증
 Ⅴ. 결 론
 <참 고 문 헌>
 저자소개

키워드

저자

• 이선로 [ Sun Ro Lee | 연세대학교 경영정보학과 교수 ]
• 조정현 [ Jung Hyun Cho | (주) Interactivy U-biz 사업본부 ]
• 조성민 [ Sung Min Cho | 연세대학교 경영정보학과 박사과정 ] 교신저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  Asia Pacific Journal of Information Systems

• 간기

  계간

• pISSN

  2288-5404

• eISSN

  2288-6818

• 수록기간

  1990~2026

• 등재여부

  KCI 등재,SCOPUS

• 십진분류

  KDC 325 DDC 658