Earticle

초록

영어

Much attention has been devoted recently to the concept of brand equity. The Definition of brand equity is the added value with which a brand endows a product. From a consumer's perspective, this added value can be viewed in terms of enhancing a consumer's ability to interpret and store large amounts of information about a product. Online, several different approaches are also need to enhance brand equity of website. Noteworthy, significant research has not been conducted on the effectiveness of experiences in websites. As such, several researchers are discussing mainly as strategic alternatives that websites can use to build brand equity. This article explores the roles of many online brand experience variable like attention, arousal, telepresence, and flow on brand equity factors. And findings show that these kinds of experiences variable can be major factors that lead the better brand association, strong brand loyalty and brand equity.

목차

Ⅰ. 연구문제의 제기
 Ⅱ. 온라인에서 소비자 체험 및 e브랜드 자산 요소에 대한 이론적 배경
  1. 온라인에서 소비자 체험
  2. e브랜드의 성과변수로써 브랜드 자산관련 구성요소
 Ⅲ. 연구가설의 설정
  1. 지각된 품질의 역할
  2. 온라인 체험요소의 관계
  3. 플로우의 결과변수
  4. e브랜드 자산요소들 간의 관계
 Ⅳ. 연구방법 및 결과분석
  1. 연구의 대상 및 표본의 수집
  2. 변수의 탐색적 요인분석
  3. 변수의 확인적 요인분석
  4. 가설검증결과
 Ⅴ. 결 론
 참고문헌
 Abstract

저자

• 김문태 [ Kim, Moon-tae | 부산가톨릭대학교 유통경영정보학부 ]
• 김용호 [ Kim, Yong-ho | 부산가톨릭대학교 유통경영정보학부 ]
• 옥정원 [ Ork, Jung-won | 부산가톨릭대학교 유통경영정보학부 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  경영과 정보연구 [Management Information Systems review]

• 간기

  계간

• pISSN

  1598-2459

• 수록기간

  1997~2025

• 등재여부

  KCI 등재

• 십진분류

  KDC 325 DDC 658