The Effects of Online Brand Community Members’ Interactions on Values, Participation, and Brand Loyalty: The Mediating Effects of Virtual Interactivity

• 발행기관: 국제융합경영학회
• 저자명: Yongsoo HA Alona J. GUBALANE
• 간행물 정보: 『융합경영연구』Vol.11 No.1, 1~12쪽, 전체 12쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2023.02.28

영문 초록

Purpose: This study identified the effects of the three types of consumer interactions on the utilitarian and hedonic values experienced by community members, their degree of participation, and brand loyalty. In addition, the mediating effect of virtual interactivity between the interactions that occur within the online brand community and the value experienced by community members was also identified. Research design, data and methodology: An online survey was distributed, and the data gathered was analyzed using structural equations modeling. Results: Test results showed that product-information interaction has a positive effect on utilitarian value and interpersonal interaction has a positive effect on hedonic value. Human-computer interaction was found to have a negative effect on hedonic value and no significant effect on utilitarian value. Furthermore, it was revealed that among the three types of interactions, virtual interactivity had a mediating effect only in the relationship between human-computer interaction and hedonic value. Moreover, utilitarian values experienced by community members affected their level of participation which ultimately enhances brand loyalty. Hedonic value did not affect their level of participation within the online brand community. Conclusions: When marketers establish online brand community strategies, they must place elements that can directly help the use of brands and products.

키워드

Community Interactions Utilitarian Value Hedonic Value Participation Brand Loyalty Virtual Interactivity