Effects of Online Community Characteristics on Customer Reaction - Based on the Differences of Customer's Gender and Self-Construal Level

온라인 커뮤니티특징이 소비자 반응에 미치는 영향 - 소비자의 성별과 자기해석 수준차이를 중심으로

  • Shin, Jong-Kuk (Dept. of Business Management, Pusan National University) ;
  • Moon, MinKyung (Dept. of Business Management, Pusan National University) ;
  • Kim, JaeHun (Dept. of Business Management, Pusan National University)
  • Received : 2018.02.13
  • Accepted : 2018.03.20
  • Published : 2018.03.28


The purpose of this study is to find out how the online brand community characteristics affect customer behavior according to self-construal level and gender difference. The characteristics of online community are divided into interaction, objectivity, information provision, and activity reward. First, interactivity and activity compensation among the characteristics of online community have a positive effect on brand community commitment. On the other hand, the effect of purpose and information provision is insufficient. Second, the greater the commitment to the brand community, the higher the WOM effect is. Finally, this study shows that customers with dependent self-construal tendencies have more brand community support than customers with independent self-construal tendencies, and females show more brand community support than males. This study suggests an efficient marketing approach to companies through a brand community commitment by understanding the intrinsic motivation of consumers' self-construal level.


Online community;Brand community commitment;Self-construal level;Independent self-construal;Interdependent self-construal;Online WOM


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