Browse > Article

The Relationship between Interactions and Needs Satisfactions in Apparel Brand On-Line Community  

Hong, Hee-Sook (Dept. of Clothing & Textiles, Cheju National University)
Kim, Gi-Euk (Dept. of Clothing & Textiles, Cheju National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.29, no.11, 2005 , pp. 1432-1443 More about this Journal
Abstract
The purpose of this study was to identify the relationship among the sub-dimensions of interaction and the relationship between interactions and needs satisfactions in the apparel brand online communities. Subjects of 317 members for 9 selected apparel communities responded the questionnaire in the home-page or in the attached file. The results were as follows: The suggested structural equation model which showed the relationship between the interactions and needs satisfaction in communities were accepted($\chi^2=63.80/df.=48/p=0.06$, GFI=0.97, AGFI=0.95, RMR=0.045, NFI=0.93, AIC=123.80). The interaction of company-consumer hads a positive influence on the interaction of consumers-consumers(H1) and the interaction of consumers-consumers had a positive influence on the interaction of consumers-company(H2). The interaction among community members had a positive influence on the satisfaction of interest needs(H3), transaction needs(H4) and relationship needs(H5) in the community. The relationship needs satisfaction had a positive influence on the interaction of members to the company(H6). Therefore, marketers in apparel company should be fully aware of reciprocal influence among types of interaction when planning marketing programs to promote each type of interaction. Furthermore, they also have to plan marketing activities to manage effective interaction.
Keywords
Online brand community; Interaction; Interest needs; Transaction needs; Relationship needs;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
1 강명수. (2002). 온라인 커뮤니티 특성이 몰입과 성과에 미치는 영향에 관한 연구-경제적 거래 수행을 중심으로-. 서울대학교 대학원 박사학위 논문
2 이두희, 구지은. (2001). 인터넷 쇼핑몰에서의 상호작용성에 관한 연구. 마케팅연구, 16(2), 115-139
3 홍대식. (1986). 사회심리학. 서울: 박영사
4 Asch, S. E. (1951). Effects of group pressure upon the modification and distortion of judgments. In Guetzkow, H. (Ed.), Groups, leadership and men. Pittsburh, PA: Camegie Press
5 Berry, L. L. (1995). Relationship marketing of services-growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23(3), 236-245   DOI
6 Hackett, R. D., Bycio, P., & Hausdorf, P. A. (1994). Three-component model of organizational commitment. Journal of Applied Psychology, 79(1). 15-23   DOI   ScienceOn
7 Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of Marketing, 60, 50-68   DOI   ScienceOn
8 Rothaermal, F. T., & Sugiyama, S. (2001). Virtual internet communities and commercial success: Individual and community-level theory grounded in the atypical case of TimeZone.com. Journal of Management, 27, 297-312   DOI   ScienceOn
9 Aron, A., Aron, E. N., Tudor, M., & Nelson, G. (1991). Close relationships as including other in the self. Journal of Personality and Social Psychology, 60(2), 241-253   DOI
10 Lombard, M., & Snyder-Duch, J. (2001). Interactive advertising and presence: A frame work. Journal of Interactive Advertising, 1(2)
11 Westbrook, R. A. (1987). Product/consumption-based affective response and postpurchase processes. Journal of Marketing Research, 24, 258-270   DOI   ScienceOn
12 Brown, J. J., & Reingen, P. H. (1987). Social ties and word-of-mouth referral behavior. Journal of Consumer Research, 14(December), 350-362   DOI   ScienceOn
13 이수동, 최주석. (2000). 가상환경에서 대고객 및 고객 간 관계결속의 선행변수와 결과변수에 대한 연구. 유통연구, 5, 1-19
14 King, J. (1999). Disintermediation/reintermediation. Computer world, 33, 54
15 김재욱, 최지호, 한계숙. (2002). 온라인 커뮤니티 마케팅 활동과 친커뮤니티 행동 간의 관계에 있어서 몰입의 매개 역할. 마케팅연구, 17(4), 77-98
16 Aaker, D. A. (1991). Managing brand equity. New York: Free Press
17 Armstrong, A. G., & Hagel, J. III. (1996). The real value of on-line communities. Harvard Business Review, May/June; 134-141
18 Biciart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of Interactive Marketing, 15(3), 31-40   DOI   ScienceOn
19 Haeckel, S. H. (1998). About the nature and future of interactive marketing. Journal of Interactive Marketing, 12(1), 63-71   DOI   ScienceOn
20 Joreskog, K. G., & Sorbom, D. (1988). LISREL-7 user's refernce guide. Mooresville, IN: Scientific software
21 Wichman, H. (1970). Effects of isolation and communication on cooperation in a two-person game. Journal of Personality and Social Psychology, 16, 114-120   DOI
22 송창석, 신종칠. (1999). 인터넷상의 상호작용성 제고방안에 관한 연구. 마케팅연구, 14(3), 69-95
23 홍희숙. (2004). 의류 쇼핑 웹 사이트 태도 형성 모델 연구(제1보)-웹 사이트 속성, 웹 사이트 쇼핑가치, 웹 사이트 태도 측정모형 검증-. 한국의류학회지, 28(11), 1482-1494
24 Hair, J. F., Anderson, R. E., Tatham, R. L. & Black, W. C. (1995). Multivariate data analysis with readings (4rd ed.). N.J.: Prentice Hall
25 Anderson, C. (1996). Computer as audience: Mediated interactive messages. In Edward, F., & Richard, M. (Eds.), Interactive marketing: The Present Future (pp. 149-162). NTC Publishing group, Chicago: NTC business books for the American Marketing Association
26 Arbuckle, J. L., & Wothke, W. (1999). AMOS 4.0 user's guide. Chicago, IL: Small Waters Corporation
27 Shore, L. M., & Tetrick, L. E. (1991). A construct validity study of the survey of perceived organizational support. Journal of Applied Psychology, 76(5), 634-643
28 이학식, 임지훈. (2001). 소비관련 감정, 만족 그리고 제품태도 간의 구조적 관계. 경영학연구, 30(4), 1115-1142
29 Hagel, J. III., & Armstrong, A. G. (1997). Net gain: Expanding markets through virtual communities. Harvard Business School Press
30 허준, 최인규. (2000). 구조방정식모형과 경로분석. 서울: SPSS 아카데미
31 최환진. (1999). 인터넷 광고의 효과과정에 관한 연구-웹사이트의 상호작용성을 중심으로-. 경희대학교 대학원 신문방송과 박사학위 논문
32 Muniz, A. M. Jr., & O'Guinn T. C. (2001). Brand community. Journal of Consumer Research, 27, 412-432   DOI   ScienceOn