중국 기업의 가상 브랜드 커뮤니티 분위기가 소비자 가치공동 창출 행위에 미치는 영향

• 영문명: The Impact of the Atmosphere in Virtual Brand Communities of Chinese Companies on Consumer Value Co-Creation Behavior: From the Perspective of Planned Behavior Theory
• 발행기관: 강원대학교 경영경제연구소
• 저자명: 왕문흠(Wenxin Wang) 김문홍(Moon-Hong Kim)
• 간행물 정보: 『아태비즈니스연구』제14권 제4호, 129~150쪽, 전체 22쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2023.12.31

영문 초록

Purpose - This study is based on the Theory of Planned Behavior and aims to explore the decision-making mechanisms of consumers participating in value co-creation activities within virtual brand communities. Methodology - The research involved a comprehensive survey of 405 participants from various virtual brand communities. Structural Equation Modeling (SEM) was used for data analysis, applying SPSS and AMOS to test the hypotheses. The study focused on community rules and regulations, community experience and community trust. Results - The research found that community rules and regulations significantly impact subjective norms and perceived behavioral control, but not directly influence consumer attitudes. Community experience positively affected consumer attitudes, subjective norms and perceived behavioral control. Community trust was found to positively influence these aspects of consumer decision-making. However, a gap was identified in the direct influence of perceived behavioral control on actual consumer behavior. Implications - The findings of this study contribute to a more comprehensive understanding of factors affecting consumer behavior in virtual brand communities. It underscores the necessity for community managers to develop strategies that consider these internal decision-making mechanisms, facilitating more effective community engagement. The study also identifies a potential area for future research in the direct influence of perceived behavioral control on actual consumer behavior.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구모형의 설정

Ⅳ. 분석결과

Ⅴ. 결론

References

키워드

Community Atmosphere Theory of Planned Behavior Virtual Brand Community Value Co-creation