UGC플랫폼 사용자의 경험가치, 사회적자본, 문화적자본이 고 객참여와 관계몰입에 미치는 영향에 관한 연구

• 영문명: A Study on the Effects of UGC Platform Users' Experience Value, Social Capital, and Cultural Capital on Customer Participation and Relationship Commitment: Focusing on the Moderating Effect of the Need for Self-Expression
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 김희연 윤성준
• 간행물 정보: 『아태비즈니스연구』제14권 제1호, 195~214쪽, 전체 20쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2023.03.30

영문 초록

Purpose - This study aims to investigate the factors (experience value, social capital, cultural capital) affecting users’ engagement in UGC platform, and to examine their effect on relationship commitment. The study further attempted to confirm the moderating effect of the need for self-expression. Design/methodology/approach - Data was collected from 230 UGC users through a survey, and the study performed a structural equation model analysis to validate the conceptual model which contains five research hypotheses. Findings - The study found that only service value, one of experiential values, has a significant positive (+) effect on customer engagement and that social capital and cultural capital also have a significant positive (+) effect on customer engagement In addition, customer engagement in the UGC platform was found to have a significant positive (+) effect on the relationship commitment. However, the need for self-expression did not moderate the relationship between customer engagement and relationship commitment. Research implications or Originality - Marketing strategies that can strengthen UGC users' engagement factors can lead up to follow-up research, which finds ways to improve not only users’ engagement but also sustained relationship with the UGC platforms.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법론

Ⅳ. 실증분석 결과

Ⅴ. 결론

References

키워드

UGC Experiential Value Social Capital Cultural Capital Relationship Immersion