Earticle

초록

영어

Online community as a business model has gotten much attention in online market. And it has been recognized as an increasingly important tool for better understanding and relationships with customers. Thus, There are needs for conducting researches, such as those being performed in social psychology area. Due to the lack of current researches on online community, variables that have been considered in social science and factors in relationship marketing are adopted in this study. The primary purpose of this research is to develop and test a model that explains the process of how sense of online community through relationship quality influences customer loyalty. The major findings of this study are as follows：First, sense of online community was found to have a positive influence on relationship quality. Second, relationship quality was found to have a strong positive effect on customer loyalty. Finally, relationship quality was found to have a mediation effect between the sense of online community and the customer loyalty. Implications of these findings are discussed for researchers and practitioners.

목차

Abstract
 1. 서론
 2. 이론적 배경
  2.1 공동체의식과 결정요인에 관한 연구
  2.2 관계마케팅과 관계의 만족， 신뢰， 몰입에 대한 이론적 고찰
  2.3 충성도의 개념과 온라인 커뮤니티에서 충성도에 관한 선행연구
 3. 연구 모형과 가설
  3.1 가상공동체의식과 만족, 신뢰, 몰입의 관계
  3.2 관계의 만족， 선뢰， 몰입의 관계
  3.3 관계의 질과 고객충성도와의 관계
 4. 연구조사방법
  4.1 연구 변수의 조작적 정의와 설문 구성
  4.2 연구의 표본 및 자료수집
  4.3 연구변수의 타당성 및 신뢰성 분석
 5. 가설검증 및 논의
  5.1 가상공동체의식과 관계의 질, 고객충성도간의 관계
  5.2 만족,  신뢰, 몰입의 매개효과에 대한 분석
  5.3 분석결과에 대한 논의
 6. 결론
 참고문헌

키워드

저자

• 최혁라 [ Hyuk Ra Choi | 순천대학교 경영통상학부 강사 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  JITAM [Journal of Information Technology Applications and Management]

• 간기

  격월간

• pISSN

  1598-6284

• eISSN

  2508-1209

• 수록기간

  1999~2026

• 십진분류

  KDC 005 DDC 005