한국IT서비스학회지 (Journal of Information Technology Services)

한국IT서비스학회 (Korea Society of IT Services)
권호 표지

포털사이트에서 온라인 커뮤니티의 상호작용성, 보상, 몰입과 충성도가 구매의도에 미치는 영향

The Effect of Online Community's Interactivity, Reward, Commitment and Loyalty on Purchase Intention in Portal Sites

  • 안태윤 (성균관대학교 경영전문대학원) ;
  • 김종욱 (성균관대학교 경영학부)
  • 발행 : 2006.12.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

This research studied the interactions of online communities, reward, commitment and loyalty to purchase intention in portal sites based on relevant theories. Data were collected from the users who had purchase experiences in potal sites to analyze the effects of interactions and loyalty. An empirical analysis regarding the hypothesized structural equation model was performed using SPSS 10.0 and PLS Graph 3.0. As the result, the interactivity of communities was found significant to commitment and loyalty, the reward of community was shown to significantly influence commitment, but not loyalty. And the commitment and loyalty of community were shown to have much effects on purchase intention. Finally, trust on portal sites were found to have an interaction effect on purchase intention.

키워드

참고문헌

  1. 강명수, '온라인 커뮤니티 특성이 커뮤니티 몰입과 이용의도에 미치는 영향에 관한 연구', 경영저널, Vol.3, No.1(2002), pp.77-98
  2. 김재욱, 최지호, 한계숙, '온라인 커뮤니티 마 케팅 활동과 친커뮤니티 행동간의 관계에 있 어서 몰입의 매개역할', 마케팅연구, vol.17, No.4(2002), pp.77-98
  3. 김재욱 외, '상호의존성과 갈등 간 관계에 있어서 신뢰의 조절효과, 유통연구', Vol.9, No.4(2004)
  4. 김진세, '가상 커뮤니티 특성이 구매의도에 미치는 영향, 인터넷비스니스 연구', Vol.5, No.2(2005)
  5. 문준연, 최지훈, '가상공동체 참여동기와 공 동체의식, 충서도 및 구매의도간의 관계에 관한 연구', 한국경영정보학회, Vol.5, No.2 (2003)
  6. 박성연, 유성연, '온라인 커뮤니티에서의 공 동체 의식이 웹사이트 충성도와 구매의도에 미치는 영향에 관한 연구', 경영학연구, 제 32권 제6호(2003), pp.1695-1713
  7. 서건수, '인터넷 커뮤니티의 특성과 개인 특 성이 사용자 충성도에 미치는 영향', 경영정보학연구, Vol.13, No.2(2003)
  8. 송창석, 신종칠, '인터넷상의 상호작용성 제 고방안에 관한 연구', 마케팅 연구', Vol.14, No.3(1999), pp.69-95
  9. 양희동, 권순동, '정보시스템 수용모델에 있 어서 사회적 영향의 조작화와 역할', 한국경영과학회지, 제28권 제1호, 2004, pp.97-113
  10. 예종석, 양성희, '기업의 충성도 프로그램이 고객의 가치지각 및 충성도 형성에 미치는 영향', 소비자학연구, 제12권, 제4호(2001)
  11. 이학식, '소비자 구매행동에 대한 브랜드의 태도 : 소비자 - 브랜드 관계에서의 역할, 소비자학연구', vol.15, No.2(2005)
  12. 오영석 외, '온라인 커뮤니티를 이용한 브랜 드 마케팅 전략', 정보통신정책 제16권 제12 호(2004)
  13. 최양호, '소비자행동에서의 3개의 태도모델 에 대한 고찰, 광고연구', No.24(1994), pp.97-118
  14. Agarwal, R. and Karahanna, E., 'Time Files When You're Having Fun: Cognitive Absorption and Beliefs About Information Technology Usage', MIS Quarterly, Vol24, No.4, 2000, pp.665-694 https://doi.org/10.2307/3250951
  15. Ajzen, I.(1995), 'From Intentions to Actions： A theory of planned behavior', In J. Kuhland & Beckman(Eds.), Action-Control： From cognition to behavior
  16. Ajzen I.(1998), Attitudes, Personality, and Behavior, Stratford, England：Open University press
  17. Allen, Natalie J. and John P. Meyer, 'The measurement and antecedents of affective, continuance and normative commitment to the organization', Journal of Occupational Psychology, No.63(1990), pp.1-18 https://doi.org/10.1111/j.2044-8325.1990.tb00506.x
  18. Armstrong, Arthur and John Hagel III, 'The Real Value of On-Line Communities', Harvard Business Review, May/Jun, 1996, pp.134-141
  19. Berry, Leonard L. and A. Parasuraman, Marketing Services, New York：Free Press. 1991
  20. Bucklin, R. E. and Sismeiro, C., 'How Sticky is Your Web Site? Modeling Site Navigation Choices Using Clickstream Data', 2000, Working Paper, Anderson School, UCLA
  21. Chin, W. W.(2000), 'Frequently Asked Questions-Partial Least Squares & PLSGraph Homepage', Available : Http://discnt. cba.uh.edu/chin/plsfaq.htm
  22. Chin, W. W., 'Issues and Opinion on Structural Equation Modeling', MIS Quarterly, Vol.22, No.1(1998), pp.7-16
  23. Chin, W. W. and Todd, P. A., 'On the Use, Usefulness, and Ease of Use of Structural Equation Modeling in MIS Research：A note of caution', MIS Quarterly, Vol.19, No.2(1995), pp.237-246 https://doi.org/10.2307/249690
  24. Czepiel. J. A.m Gilmore, R., 'Exploring the Concept of Loyalty in Services, In Services Marketing Challenge：Integrating for Competitive Advantage', American Markting Association, 1987, pp.91-94
  25. Davis, F. D. 'Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology', MIS Quarterly, 1989, pp.319-340
  26. Dick, Alan S., Kunal Basu, 'Customer Loyalty：Toward an Integrated Conceptual Framework', Journal of Academy of Marketing Science, Vol.2, No.22(1994), pp.99-113
  27. Dwyer, F. Robert, Paul H. Schurr and Sejo Oh, 'Developing Buyer-Seller Relationships', Journal of Marketing, No.51(1987), pp.11-27 https://doi.org/10.2307/1251126
  28. Evans, M., Gamini, W., Lisa R., and Selma, V. H., 'Qualitative Market Research,' An International Journal, Vol.4(2001), pp.150-159
  29. Fishbein, M. and Ajen, A., Belief, Attitude, Intention, and Behavior：An Introduction to Theory and Research, 1975, Reading, MA：Addision-Wesley, in Engel et al.(1986) op.cit
  30. Gabriano, E. and Johnson, M. S., 'The diferent role of satisfaction, trust, commitment in customer relationship', Journal of marketing, Vol.63, No.2(1999), pp.70-87 https://doi.org/10.2307/1251946
  31. Gefen D., E. Karahanna, and D. W. Straub, 'Trust & TAM in Online shopping: an Integrated Model', MIS Quarterly, Vol.27, No.1(2003), pp.51-90 https://doi.org/10.2307/30036519
  32. Gefen, D., 'Reflections on the Dimensions of Trust and Trustworthiness among Online Consumers', ACM SIGMIS Database, Vol.33, No.3(2002), pp.38-53
  33. Gruen W. Thomas., and Jhon O Summers, and Frank Acito, 'Relationship Marketing Activities, Commitment, and Membership Behaviors in Professional Associations', Journal of Marketing, No.64(2000), pp.34-49
  34. Hagel, John, 'Net gain：Expanding markets through virtual communities,' Journal of interactive Marketing, Vol.13, No.1(1999), pp.55-66 https://doi.org/10.1002/(SICI)1520-6653(199922)13:3<55::AID-DIR4>3.0.CO;2-J
  35. Hagel III, John and Arthur G. Armstrong, Net Gain ; Expanding Markets through Virtual Communities, 1997, HBS Press
  36. Hoffman. Donna L. and Tomas P. Novak, 'Marketing in Hypermedia Computer- Mediated Environments：Conceptual Foundation', Journal of Marketing, No.60(1996), pp.50-58
  37. Jones, M. A., D. L. Mothersbaugh, and S. E. Beatty, 'Switching Barriers and Repurchase Intentions in Services', Journal of Retailing, Vol.76, No.2(2000), pp.259-174 https://doi.org/10.1016/S0022-4359(00)00024-5
  38. Keil, M., Tan, Bernard C. Y., Wei, Kwok- Kee, Saarinen, T., 'A Cross-Cultural Study on Escalation of Commitment Behavior in Software Projects', MIS Quarterly, Vol. 2000, p.24
  39. King, J. 'Disintermediation / Reintermediation', Computerworld, Vol.33 Issue 50 (1999), p.54
  40. McKnight, D. H., Choudhury, V., and Kacmar, C., Developing and validating trust measures for e-commerce：An integrative typology. Information Systems Research, Vol.13, No.3(2002), pp.334-359 https://doi.org/10.1287/isre.13.3.334.81
  41. Moorman, Christine, Robit Deshpand and Gerald Zaltman, 'Factors Affecting Trust in Market Research Relationships', Journal of Marketing Research, Vol.57(1993), pp.81-101 https://doi.org/10.2307/1252059
  42. Morgan, Robert M. and Shelby D. Hunt, 'The Commitment-Trust Theory of Relationship Marketing', Journal of Marketing, 58, 1994, pp.20-38
  43. Oliver, R. L.. 'Whence consumer loyalty?', Journal of Marketing, No.63(1999), pp.33-44
  44. Pavlou, P. A. and Gefen, D., 'Building effective online marketplaces with institution- based trust', Information Systems Research, Vol.15, No.1(2004), pp.37-59 https://doi.org/10.1287/isre.1040.0015
  45. Reichheld. Frederick F. and W. E. Sasser. 'Zero Defection: Quality Comes to Services', Harvard Business Review, No.68 (1990). pp.105-111
  46. Rheingold, Howard L., 'Virtual Communities and the WELL', GNN Magazine, Issue One, No.4(1993)
  47. Rothschild, Michael L. and William C. Gaidis, 'Behavioral Learning Theory：Its Relevance to Marketing and Promotion', Journal of Marketing, 45, Spring, 1981, pp.70-78 https://doi.org/10.2307/1251666
  48. Roy, Marie Christine, Oliver Dewit and Benoit A. Aubert, 'The Impact of Interface Usability on Trust in Web Retailers', Internet Research：Net-working Applications and Policy, Vol.11, No.5(2001), pp.388- 398 https://doi.org/10.1108/10662240110410165
  49. Sharp, Byron and Anne Sharp, 'Loyalty Program and Their Impact on Repeat- Purchase Loyalty Patterns', International Journal of Research in Marketing. No.14 (1997), pp.473-486
  50. Sheth, Jagdish N. and Atul Parvatiyar, 'Relationship Marketing in Consumer Markets： Antecedents and Consequences', Journal of Academy of Marketing Science, Vol.23, No.4(1995), pp.255-271 https://doi.org/10.1177/009207039502300405
  51. Spalter, Michael, 'Maintaining a Customer Focus in an Interactive Age : The Seven I's to Success', in Edward Forrest and Richard Mizerski(Eds), Interactive Marketing： The Present Future, NTC Publishing Group, Chicage：NTC Business Books for the American Markting Association, 1996, pp.163- 187
  52. Sproull, L., Kiesler, S. 'The kindness of strangers：The usefulness of electronic weak ties for technical advice', Organization Science, No.7(1996), pp.19-135
  53. Sproull, L., Faraj, S., 1997. Atheism, sex and databases：the net as a social technology
  54. Steuer. Jonathan, 'Definning Virtual Reality： Dimensions Determining Telepresence', Journal of Communication, Vol.42, No.4(1992), pp.73-93
  55. Venkatesh, V. and F. D. Davis. 'A Theoretical Extension of the Technology Acceptance Model：Four Longitudinal Field Studies', Management Science, Vol.46, Lss.2(2000), pp.186-204 https://doi.org/10.1287/mnsc.46.2.186.11926
  56. Williams, Ruth L. and Joseph Cothrel, 'Four Smart Ways to Run Online Communities', Sloan Management Review, Vol.41, No.4(2000), pp.81-91
  57. Williams. Larry J. and T. Hazel, Antecedents and consequences of satisfaction and commitment in Turnover Models：A Reanalysis Using Latent Variables Structural Equation Model ; Journal of applied Psychology, Vol.71, No.2(1986), pp.210-231