• Proceedings of the Korea Contents Association Conference
• /
• 2009.05a
• /
• pp.938-942
• /
• 2009

브랜드 이미지가 마케팅에 미치는 영향이 커지면서 기업은 브랜드 가치 형성을 위해 온/오프라인 PR활동과 함께 브랜드 웹사이트를 적극적으로 활용하고 있다. 또한 학계와 관련 업계에서는 소비자들의 웹사이트의 이용 경험이 브랜드이미지 형성에 미치는 영향에 대하여 많은 연구를 진행해 왔다. 그러나 이와 반대로 웹사이트의 평가에 있어서 선 경험된 브랜드 이미지가 사이트의 평가에 영향을 미칠 수 있음에 대해서는 거의 연구되지 않았다. 본 연구에서는 브랜드 인지도와 브랜드 이미지를 통해 형성되는 브랜드 충성도-특히, 감정적 브랜드 충성도(Affective brand loyalty)-가 웹사이트의 사용자 경험에 있어서 디자인과 인터랙션디자인에 대한 감정적 평가에 미치는 영향에 대해 조사하였다. 이를 위하여 중국의 대학생, 대학원생 70인을 대상으로 중국에서 판매되고 있는 자동차 브랜드 8개를 선정하여 브랜드 충성도와 웹사이트의 사용자경험 평가에 대한 상관관계를 조사하였다.

• International journal of advanced smart convergence
• /
• v.9 no.3
• /
• pp.272-283
• /
• 2020

Hashtags (#) have received a great deal of attention from academia and industry as an effective digital tool for engaging social media users and facilitating electronic word-of-mouth for brands. We delved into motivations concerning people's brand-related hashtag-posting behavior on social media. The findings revealed three motivations for posting brand-related hashtags on social media: social acceptance, brand altruism, and incentive seeking. Additionally, we examined the relationships between motivations and brand relationship variables. The results showed that social acceptance and brand-related altruism predicted all of the five relationship variables (i.e., brand attitude, brand trust, brand affective and calculative commitment and brand loyalty), while incentive-seeking predicted brand calculative commitment and brand loyalty. The findings of the study provide some meaningful insights into the development of brand communication strategies and help marketers capitalize on social media platforms to achieve higher user involvement.

• Asia pacific journal of information systems
• /
• v.14 no.2
• /
• pp.1-20
• /
• 2004

Finding the factors to affect the success of the business web sites is critical to enhance their competitiveness. This paper categorizes these factors into 4 quality measures: system, information, service and entertainment. The success is measured via user's satisfaction and loyalty. It surveys 474 Internet users to explore the effect of the quality measures on web site success. We confirm the causal effect of quality factors on users' satisfaction and loyalty. Furthermore, a comparative study is performed for web site types, such as finance, e-commerce(shopping mall), and entertainment. We note that the effect differs in web site types.

• Proceedings of the Korea Inteligent Information System Society Conference
• /
• 2003.05a
• /
• pp.349-359
• /
• 2003

Finding the factors to affect the success of the business web sites is critical to enhance their competitiveness. This paper categorizes these factors into 4 quality measures: system information, service and entertainment. The success is measured via user's satisfaction and loyalty. It surveys 474 Internet users to find the effect of the quality measures on web site success empirically. We confirm the causal effect of quality factors on users' satisfaction and loyalty. Furthermore, a comparative study is performed fur Web site types, such as finance, e-commerce (shopping mall), and entertainment. We note that the effect differs in web site types.

• The Journal of the Korea Contents Association
• /
• v.16 no.1
• /
• pp.541-557
• /
• 2016

The purpose of this study is to identifies services characteristics such as service customization, service ability, service empathy impacts on trust, affective commitment and calculative commitment, and explains causal role of affective commitment and calculative commitment by verifies relationships between trust and affective commitment and calculative commitment and customer loyalty in dental service setting. Analysis of structural equation modeling with SPSS 20.0 and AMOS 16.0 were performed to test the research hypothesis. The result of the study as follows: First, it was found that service customization had effect on affective commitment, and service ability had influence on trust, and service empathy impacts on both trust and affective commitment, but calculative commitment was not found to significant path coefficients in relationships with service characteristics. Second, trust had effects on calculative commitment, but not affective commitment. Third, affective commitment and calculative commitment positively had influence on customer loyalty. Therefore, Dental service providers should be increase user confidence by showing empathy and the ability to service. Customer who had formed trust is to build customer loyalty by inducing loyalty directly or by presents a variety of benefits indirectly. The high emotional attachment customer will have to present a suitable marketing strategies to build strong customer loyalty.

• Journal of the Korean Society for information Management
• /
• v.23 no.4 s.62
• /
• pp.129-146
• /
• 2006

This study analyzed the user behaviors of the electronic journal users and the influences of service quality of electronic journals on the customer satisfactions, customer loyalty, and frequency of visit to the library building. Approximately 60 percent of users prefer e-journal to printed formats. Service quality of electronic journal was measured by four dimensions: reliability of service, convenience of service, public relations, and user instructions.100 faculty members and 267 graduate school students were surveyed using questionnaires. It was concluded that each dimensions of service quality positively influenced on the customer satisfactions, and customer satisfaction positively influenced on loyalty, and negatively on frequency of visit to the library building.

• The Journal of the Korea Contents Association
• /
• v.8 no.10
• /
• pp.114-128
• /
• 2008

This study aims to explore the effects of interaction through UCC at online brand communication on scrap intention and visiting loyalty. According to study results, first, only information feature has positive effects on all interactions among quality feature of brand community; Second, confidence and responsiveness feature of brand community has positive effects on the connection feature among elements of interaction; Third, certainty has positive effects on activeness and connection among interaction elements. Fifth, while intention of sharing has positive effects on activeness and connection among interaction elements, it has no effects on the responsiveness. Finally, interaction does not affect the responsiveness of scrap intension, but has positive effects on visiting loyalty.

• The Journal of the Korea Contents Association
• /
• v.9 no.8
• /
• pp.178-189
• /
• 2009

This paper investigates the influence of social networks on the satisfaction and loyalty of online game users. We gather the resulting questionnaires written by all respondents and compare social networks of users in the online game world. Social networks of online game users influence a sense of community. In consequence, the community sense influences the satisfaction and loyalty of online game users, respectively. Therefore, the companies which produce an online game and provide various services to users should consider the social networks and communities of their game users. Especially they have to try to manage the users who are the opinion leaders of the online game. If the companies make good relationships with users who are the opinion leaders of the online game, they would easily improve the loyalty of ordinary users by performing word-of-moth marketing of the users' opinions concerning about the online game.

• Journal of Korea Society of Industrial Information Systems
• /
• v.12 no.3
• /
• pp.31-46
• /
• 2007

For continuous growth and diffusion of internet banking, it is important to investigate the factors that affect customer satisfaction. This study empirically examined the structural relationships among characteristics of internet banking, service quality, customer satisfaction and customer loyalty. Characteristics of internet banking include relative advantage, compatibility, complexity, and perceived risk which are user-dependent in nature. Service quality was classified as 5 dimensions of SERVQUAL. Using a sample of 162 internet banking users, we empirically examined the study model. The results of this study showed that characteristics of internet banking and service quality had a significant effect on customer satisfaction and satisfaction in turn, had a significant positive effect on customer loyalty. We also found that characteristics of internet banking and service quality had a significant effect on customer loyalty.

• Journal of the Korean Society for information Management
• /
• v.39 no.3
• /
• pp.133-163
• /
• 2022

This study aims to analyze the effect of marketing using Chinese public library WeChat official accounts on the perception of the library and loyalty. For this purpose, research possibilities were explored, and a questionnaire was developed through in-depth interviews with users who subscribed to the Chinese public library WeChat official accounts and those who did not. A survey was conducted with the questionnaire for public library users in six regions of China. As a result, it was confirmed that the characteristics of the official account operation had a positive effect on the perception of the libraries and users' loyalty. This study is meaningful in that it verified how Chinese public library marketing using SNS affected users' purpose on the use of libraries, perception of libraries, and users' loyalty, and suggested how to deal with WeChat official accounts among SNS types.