• Journal of Information Technology Applications and Management
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• 제22권4호
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• pp.181-203
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• 2015

Customers who show high level of brand loyalty are one of the most important corporate assets. Accordingly, customers' brand loyalty has been addressed as a critical issue for the business success. In today's business environment where business channels to customers have expanded and diversified continuously, especially the use of social network services (SNSs) have drawn a lot of attention as an effective channel to promote customers' brand loyalty. This study, thus, analyzes the impact of the virtual brand community identity on customers' brand loyalty, focusing on the role of the sense of communities as mediators. The analysis was conducted by using the data collected from 239 users of Chinese virtual brand communities. The results show that both virtual brand community identity and the sense of communities significantly influence on customers' brand loyalty. Furthermore, the results reveal that both of the community belongingness and community trust composing the sense of community partially mediate virtual brand community and brand loyalty as hypothesized. Based on the results, the strategic implications are suggested and discussed, focusing on improving the customers' brand loyalty in the context of SNSs. Our findings and discussions can help companies develop their customer strategies for utilizing the virtual communities to strengthen customers' brand loyalty.

• The Journal of Asian Finance, Economics and Business
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• 제5권4호
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• pp.107-116
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• 2018

The aim of this study is to delve deeper into the online brand community study. This study tests (a) the effects of online brand community on its outcomes, (b) the impact of value creation practice construct as a whole, (c) the effects of value creating practice construct on the two types of loyalty, loyalty toward the brand and the community. Participants of this study (N=353) are members of four types of online brand communities (e.g., business-to-consumer virtual product support community, firm-hosted online community, user-generated online community, peer-to-peer problem-solving community, and social media based brand community). Data were collected online using Amazon Mechanical Turk from April 10, 2016 to May 10, 2016. The data were analyzed through structural equations modeling using AMOS 20. The three community markers (e.g., consciousness of kind, rituals and traditions, and moral responsibility) and the four value creation practices (e.g., social networking, impression management, community engagement, and brand use) are proved to be significant indicators of online brand community and value creation practice constructs, respectively. Test results showed that strong and effective online brand communities generate value creation practices, and value creation practices enhance brand loyalty. The mediating effects of community loyalty between value creation practices and brand loyalty were revealed.

• 복식
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• 제63권2호
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• pp.110-124
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• 2013

The spread of internet media is accelerating companies to create their own on-line brand community as one of their marketing communication tools because of the advantages in terms of cost-saving and raising their brand loyalty. The purpose of this study was to examine how the consumer's activities in the customer self-driven on line fashion brand community ultimately affect building a structural relationship between brand attitude and brand loyalty. In order to conduct this study, on-line field survey was conducted including a series of filtering questions measuring respondent's level of the community participation. SPSS 18.0 and AMOS 18.0 were used for the structure equation modeling. The result of empirical analysis showed that the attachment and the loyalty of online community have significant influences on brand attitude and brand loyalty. Also, brand attitude partly played a role as a mediating variable in the path to influence brand loyalty. Lastly, the mediating effects of brand attitude may depend on participation level of these online fashion brand community relationships.

• 한국의류학회지
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• 제30권4호
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• pp.644-654
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• 2006

The purpose of this study is 1) to analyze the clothing purchasing behavior according to gender 2) to analyze the characteristics provided by the fashion on-line community, 3) to analyze the effects of the fashion on-line community characteristics to community commitment and brand loyalty. As for data collection, on-line survey was conducted for the fashion online community members in 'daum' portal site and total 404 volumes were used for the study analysis. Data were analyzed by descriptive statistics, $x^2-test$, factor analysis, regression analysis by utilizing the SPSS 10.0 program. The results of this study were as follow: First, it was found that characteristics of fashion on-line community are three factors of 'interactivity', 'information provision' and 'interest provision'. Second, as the analysis result of the effects of the fashion on-line community characteristics to the community commitment and brand loyalty, the more 'interactivity' and 'interest provision', the higher 'behavioral commitment' and at this time brand loyalty was high. The higher 'interactivity', 'interest provision' and 'information provision', the higher attitudinal commitment and brand loyalty. In addition, the more 'information provision' and 'interest provision' were, the more it positively influenced brand loyalty. It is considered that this study will help fashion enterprises establish an on-line community strategy to induce brand loyalty by analyzing the community utilization pattern of fashion on-line community members.

• Journal of Information Technology Applications and Management
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• 제12권1호
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• pp.69-90
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• 2005

Online community as a business model has gotten much attention in online market. And it has been recognized as an increasingly important tool for better understanding and relationships with customers. Thus, There are needs for conducting researches, such as those being performed in social psychology area. Due to the lack of current researches on online community, variables that have been considered in social science and factors in relationship marketing are adopted in this study. The primary purpose of this research is to develop and test a model that explains the process of how sense of online community through relationship quality influences customer loyalty. The major findings of this study are as follows: First, sense of online community was found to have a positive influence on relationship quality. Second, relationship quality was found to have a strong positive effect on customer loyalty. Finally, relationship quality was found to have a mediation effect between the sense of online community and the customer loyalty. Implications of these findings are discussed for researchers and practitioners.

• 한국IT서비스학회지
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• 제5권3호
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• pp.25-43
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• 2006

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.

• 유통과학연구
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• 제20권4호
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• pp.9-19
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• 2022

Purpose: Mothers determines all household requirements and decides almost all their related things. The purpose of this study was to examine several independent variables on customer loyalty among mothers in The Asian Parents Indonesia community. The independent variables include advertising on Instagram, brand image, word-of-mouth, community cohesiveness, while the dependent variable is purchasing decisions. Research design, data, and methodology: This quantitative study uses a survey method for the Asian Parents Indonesia community members, listed on its website. The population of this community was recorded at 1,310, with a sample of 135 respondents. Data processing is done by using Structural Equation Model using Smart-PLS software. Results: Variables that significantly affect purchasing decisions and customer loyalty are word-of-mouth,summarized in a testimony, advertising on Instagram, and brand image. However, community cohesiveness does not affect customer loyalty to a brand. Conclusion: The results of this test propose significant implications for developing the relationship between baby toiletries producers and customers through word-of-mouth testimonials and advertisements on Instagram while community cohesiveness in maintaining customer loyalty using a brand is not influential, but interactions that occur within the community become a reference for mothers to choose a baby toiletries product.

• 한국콘텐츠학회논문지
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• 제8권1호
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• pp.93-102
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• 2008

스폰서십의 효과를 결정짓는 여러 요인 중 기업이 스폰서하는 공동체(community)의 구성원들이 어떤 태도를 가지고 있는가 하는 점이 가장 중요한 요인이라 할 수 있다. 공동체 구성원의 태도를 이해하는데 매우 중요한 이론으로 동일시(identification) 혹은 일체감 이론을 생각할 수 있다. 공동체 구성원이 자신이 속한 공동체에 어느 정도의 일체감을 느끼는가에 따라 공동체에 대한 행동과 공동체에 스폰서하는 기업에 대한 태도가 달라질 수 있다. 본 연구에서는 공동체의식 개념을 적용하여 공동체 일체감의 주요 선행요인을 확인하고, 공동체 일체감과 기업의 스폰서십에 대한 반응간의 관계를 살펴보고자 하였다. 연구방법으로는 설문조사와 공변량 구조분석등을 사용하였다. 연구결과 공동체 의식이 공동체 일체감과 공동체에 대한 충성도에 영향을 미치는 것을 알 수 있었다. 공동체 의식의 세부 요소별로 보면, 욕구의 충족, 소속감, 정서적 유대감은 공동체 일체감과 공동체 충성도에 모두 긍정적 영향을 미치며, 영향력은 공동체 충성도에만 영향을 미치는 것을 알 수 있었다. 또한 공동체 일체감이 높을수록 공동체 충성도가 높아지며, 공동체 충성도가 높아지면 스폰서에 대한 태도가 개선되는 반응이 나타남을 확인할 수 있었다.

• 경영과정보연구
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• 제25권
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• pp.339-370
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• 2008

As the Internet environment develops, Internet has already been being established as important tool of business marketing and branding. In particular, a brand community where customers interact with other customers who have the same interest in brand provides a variety of benefits to customers as well as companies. The brand community makes it possible for company to build, and retain relationships with customers, and capture new market opportunities. Therefore, this study examines the relationship among service quality of brand community, customer value, customer satisfaction, customer trust, and brand community loyalty in online brand communities. The results of empirical analysis can be summarized by the following: First, service quality of brand community had a significant direct effect on customer value. Second, service quality of brand community had a significant direct effect on customer satisfaction. It had also a positive, significant indirect effect on customer satisfaction through customer value and customer trust. Third, service quality of brand community had a significant indirect effect on brand community loyalty through customer satisfaction, customer value, and customer trust. Therefore, These finding will spawn both academic and practitioner interest in brand community and serve as a foundation for further research in this important area.

• 한국콘텐츠학회:학술대회논문집
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• 한국콘텐츠학회 2007년도 추계 종합학술대회 논문집
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• pp.282-285
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• 2007

스폰서십의 효과를 결정짓는 여러 요인 중 기업이 스폰서하는 공동체(community)의 구성원들이 어떤 태도를 가지고 있는가 하는 점이 가장 중요한 요인이라 할 수 있다. 공동체 구성원의 태도를 이해하는데 매우 중요한 이론으로 동일시(identification) 혹은 일체감 이론을 생각할 수 있다. 공동체 구성원이 자신이 속한 공동체에 어느 정도의 일체감을 느끼는가에 따라 공동체에 대한 행동과 공동체에 스폰서하는 기업에 대한 태도가 달라질 수 있다. 본 연구에서는 공동체의식 개념을 적용하여 공동체 일체감의 주요 선행요인을 확인하고, 공동체 일체감과 기업의 스폰서십에 대한 반응 간의 관계를 살펴보고자 하였다. 연구결과 공동체 의식이 공동체 일체감과 공동체에 대한 충성도에 영향을 미치는 것을 알 수 있었다. 공동체 의식의 세부 요소별로 보면, 욕구의 충족, 소속감, 정서적 유대감은 공동체 일체감과 공동체 충성도에 모두 긍정적 영향을 미치며, 영향력은 공동체 충성도에만 영향을 미치는 것을 알 수 있었다. 또한 공동체 일체감이 높을수록 공동체 충성도가 높아지며, 공동체 충성도가 높아지면 스폰서에 대한 태도가 개선되는 반응이 나타남을 확인할 수 있었다.