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http://dx.doi.org/10.5859/KAIS.2018.27.1.21

The Routes of Psychological Ownership and the Effect of Psychological Ownership on Customer Loyalty in Fanpage of Facebook  

Lee, Ju-Min (경희사이버대학교 마케팅.지속경영리더십학과)
Cha, Min-Jung (성균관대학교 소비자가족학과)
Publication Information
The Journal of Information Systems / v.27, no.1, 2018 , pp. 21-42 More about this Journal
Abstract
Purpose This study investigates that the routes of psychological ownership in Fanpage and the effect of psycholoigical ownership on customer loyalty based on psychological ownership theory. Fans are customers who clicked 'Like' on the fan page. These fans have a lot of friends on Facebook, so the word-of-mouth is more effective than other online communities. Therefore, it is necessary for fans to have psychological ownership, actively responding to the fan pages, and recommending them to friends. However, previous social network service studies have overlooked the importance of psychological ownership. In this study, we examine what factors can increase psychological ownership and show that customer loyalty can be enhanced through psychological ownership. Design/methodology/approach This study was designed to investigate the structural relationship between Fanpage Familiarity, Interaction(Customer-Brand interaction and Customer-customer interaction), Psychological Ownerhisp, and Customer Loyalty. Structural equation modeling with SmartPLS2.0 was used to analyze the relationships in the research model. Findings The results showed that Fanpage Familiarity and Customer-customer interaction is positively related with Psychological Ownership. However, Customer-Brand interaction did not influence Psychological Ownership. Psychological Ownership has a positive impact on Intention to Continue Using Fanpage and Recommend.
Keywords
Psychological Ownership; Customer Loyalty; Customer-Customer Interaction; Facebook; Fanpage;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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