Earticle

초록

영어

The Study on Impact of Affect, Trust, and Commitment of Brand Community on Brand loyalty: Comparison of Korean and Chinese female Hur, Won-Moo The purpose of this study is to investigate the mediating role of brand community commitment among brand community trust, brand community affect, repurchase intention of brand, positive word of mouth of brand and constructive complainant of brand. Also this paper examines the moderating effect of cultural difference (China vs. Korea). We test five main effect hypotheses and two moderating effect hypotheses by estimating a structural equation modeling model with survey data from a sample of mobile handset brand community female members. The study found that brand community trust and affect have a positive effect on brand community commitment. Also this study found that brand community commitment strengthened repurchase intention of brand, positive word of mouth of brand and constructive complainant of brand. Furthermore, we found that cultual difference moderated 1) a relationship between brand community affect and brand community commitment and 2) a relationship between brand community commitment and positive word of mouth of brand.

목차

I. 서론
 II. 이론적 배경
  제1장 브랜드 커뮤니티
  제2장 신뢰
  제3장 감정
  제4장 몰입
  제5장 브랜드 충성도
  제6장 연구 가설
 III. 연구방법 및 분석 결과
  제1장 측정문항
  제2장 자료의 수집 및 표본의 특성
  제3장 신뢰성과 타당성 분석
  제4장 가설 검증
 IV. 결론 및 시사점
 참고문헌
 [논문초록]

키워드

저자

• 허원무 [ Hur, Won-Moo | 부경대학교 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  동북아 문화연구 [Journal of North-east Asian Cultures]

• 간기

  계간

• pISSN

  1598-3692

• 수록기간

  2001~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 910 DDC 950