A Study On The Structural Relationship Of Interaction, Identification, And Loyalty of Online Brand Community in China

중국 온라인 브랜드 커뮤니티의 상호작용, 동일시, 충성도간의 구조적 관계에 관한 연구

  • Lee, Ji-Na (Department of Business Adminstration, Soongeui Women's College)
  • Received : 2012.10.30
  • Accepted : 2012.11.30
  • Published : 2012.12.31


This paper takes the online automobile brand community in china as an example, importing 'interactivity', the concept of sociology, into online brand community study. It follows the logical way as 'How does interactivity embody among the online communities ${\rightarrow}$How about its deepening process? ${\rightarrow}$What the results of interactivity will be?', that is, 'formation of the relationship (Interaction) - deepening of the relationship (identification)-result of the relationship(brand loyalty)', makes systematic study through the method of combining theory and case analysis together, and puts forward the marketing strategic direction for online brand communities.