A Study on the Relationship between Online Community Characteristics and Loyalty Focused on Mediating Roles of Self-Congruency, Consumer Experience, and Consumer to Consumer Interactivity

• 발행기관: 한국마케팅과학회
• 저자명: 김문태(Kim, Mood-Tae) 옥정원(Jung-Won Ock)
• 간행물 정보: 『JGAMS』Journal of Korean Academy of Marketing Science Vol.18 No.4, 157~194쪽, 전체 38쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2008.12.30

국문 초록

온라인 커뮤니티에 대한 연구는 학자들과 실무자들의 많은 관심을 받아온 분야이다. 과거 많은 연구자들이 온라인 커뮤니티를 통해 큰 상업적 성과를 거둘 수 있다고 했지만 현실은 그렇지 못하며 마케팅 연구 분야에서도 상업적 성공을 이끄는 변수들에 대한 연구가 많이 이루어지지 못한 것이 사실이다. 이러한 점에서 본 연구는 온라인 커뮤니티 사이트들이 콘텐츠 관련 마케팅 노력을 통해 소비자들의 자아일치성을 높이고 긍정적 체험을 유도하면서 커뮤니티 사이트 내에서 소비자 간의 상호작용성 등을 높여 결국 커뮤니티 사이트의 방문충성도 및 구매충성도를 실현시킬 수 있는 프레임 웍을 제시하였다. 연구결과 온라인 커뮤니티 사이트에서 소비자 간 상호작용성이 방문충성도 그리고 특히 구매충성도의 구축에 매우 중요한 요인으로 밝혀졌고 온라인 커뮤니티 사이트에 대한 자아일치성 지각 및 긍정적인 소비자 체험 또한 소비자의 상호작용성 방문충성도 그리고 커뮤니티에 대한 애정에 상당히 중요한 요인임을 알 수 있었다 또한 이러한 매개변수에 주된 영향요소로서 콘텐츠 우수성 사이트 생동감 네비게이션 용이성 고객화 등의 콘텐츠 관련 마케팅 노력의 역할의 중요성을 강조하였다.

영문 초록

The popularity of communities on the internet has captured the attention of marketing scholars and practitioners. By adapting to the culture of the internet, however, and providing consumer with the ability to interact with one another in addition to the company, businesses can build new and deeper relationships with customers. The economic potential of online communities has been discussed with much hope in the many popular papers. In contrast to this enthusiastic prognostications, empirical and practical evidence regarding the economic potential of the online community has shown a little different conclusion. To date, even communities with high levels of membership and vibrant social arenas have failed to build financial viability. In this perspective, this study investigates the role of various kinds of influencing factors to online community loyalty and basically suggests the framework that explains the process of building purchase loyalty. Even though the importance of building loyalty in an online environment has been emphasized from the marketing theorists and practitioners, there is no sufficient research conclusion about what is the process of building purchase loyalty and the most powerful factors that influence to it. In the study, the process of building purchase loyalty is divided into three levels, characteristics of community site such as content superiority, site vividness, navigation easiness, and customerization, the mediating variables such as self congruency, consumer experience, and consumer to consumer interactivity, and finally various factors about online community loyalty such as visit loyalty, affect, trust, and purchase loyalty are those things. And the findings of this research are as follows. First, consumer-to consumer interactivity is an important factor to online community purchase loyalty and other loyalty factors. This means, in order to interact with other people more actively, many participants in online community have the willingness to buy some kinds of p개ducts such as music, content, avatar, and etc. From this perspective, marketers of online community have to create some online environments in order that consumers can easily interact with other consumers and m맏 some site environments in order that consumer can feel experience in this site is interesting and self congruency is higher that at other community sites. It has been argued that giving consumers a good experience is vital in cyber space, and websites create an active (rather than passive) customer by their nature. Some researchers have tried to pin down the positive experience, with limited success and less empirical support. Web sites can provide a cognitively stimulating experience for the user. We define the online community experience as playfulness based on the past studies. Playfulness is created by the excitement generated through a website's content and measured using three descriptors. Marketers can promote using and visiting online communities, which deliver a superior web experience, to influence their customers' attitudes and actions, encouraging high involvement with those communities Specially, we suggest that transcendent customer experiences(TCEs) which have aspects of flow and/or peak experience, can generate lasting shifts in beliefs and attitudes including subjective self-transformation and facilitate strong consumer's ties to a online community. And we find that website success is closely related to positive website experiences consumers will spend more time on the site, interacting with other users. As we can see figure 2, visit loyalty and consumer affect toward the online community site didn't directly influence to purchase loyalty. This implies that there may be a little different situations here in online community site compared to online shopping mall studies that show close relations between revisit intention and purchase intention. There are so many alternative sites on web, consu

키워드

consumer to consumer interactivity consumer experience and self-congruency purchass loyalty online community 소비자간 상호작용성 소비자 체험과 자아일치성 구매충성도 온라인 커뮤니티