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http://dx.doi.org/10.5859/KAIS.2018.27.3.103

The Factors Influencing on the Loyalty of Self-Media  

Nie, Yan-Ting (동국대학교 대학원 경영정보학과)
Kim, In-Jai (동국대학교 경영대학 경영정보학과)
Publication Information
The Journal of Information Systems / v.27, no.3, 2018 , pp. 103-121 More about this Journal
Abstract
Purpose As web 2.0 has taken root in the Internet environment, people began to create specific values to produce and disseminate contents on their own. In order to emphasize the personalized media attributes, the concept of self media was derived. In this paradigm shift, self media has emerged that succeeded in commercializing themselves in social media. Taking advantage of the influence of self media will have a tremendous positive impact on management activities such as marketing strategy, brand promotion, customer retention, and profit growth. This study examines the factors affecting the loyalty of self media in Korea and China because the studies in the area of selfmedia is not enough. Design/methodology/approach This study analyzed what factors influenced the loyalty of self-media in terms of Korea-China comparison. The research model was proposed on the basis of previous research papers. Content value, interactivity, ease of access, self-congruity, sympathy, and reputation were used as independent variables. Trust and satisfaction are used as mediating variables, nationality as moderator variables, and loyalty to self-media as a dependent variable. Results As a result, it was found that all independent variables directly influence the loyalty of self-media except interactivity, and interactivity indirectly influence loyalty through trust and satisfaction. There was a moderating effect of nationality between satisfaction and loyalty, but was not a moderating effect between trust and loyalty.
Keywords
Web2.0; Self-Media; Loyalty; Cultural Differences; Structural Equation Model;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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