The Relationship between the Formation of Internet Community and Marketing Performances : The Mediating Role of Trust and Commitment

인터넷 커뮤니티의 형성과 마케팅 성과간의 관계에 있어서 신뢰와 몰입의 매개역할

It is quite sure that e-commerce through internet has significant impacts on consumer behavior and marketing activities as well. In this context, the concept of 'Internet Community' has been emerged and highlighted in consumer marketing. Internet community means social relationships and linkages which can be established through continuous and iterative internet-mediated communications among people with homogeneous interests and concerns. It has been a current trend to exchange product information among consumers by forming internet communities, which would affect sales performance directly or indirectly. It, therefore, is necessary to study the community's behavior and its impact on its marketing performance. This article focuses on the following points : ① the structural concept and factors of forming traditional consumer community and internet community : ② the role of trust and commitment as mediating variables between the internet community formation and marketing performance : ③ the performance and implications of the internet community on marketing.