의류 브랜드 커뮤니티에 대한 마케팅 활동이 커뮤니티의 상호작용성 증대에 미치는 영향

The Effect of Marketing Activities to Apparel Brand Online Community on Interaction of Apparel Brand Community

  • Hong, Hee-Sook (Dept. Clothing & Textiles, Cheju National University) ;
  • Kim, Gi-Euk (Dept. Clothing & Textiles, Cheju National University)
  • 투고 : 2005.09.23
  • 발행 : 2006.06.30

초록

The purpose of this study was to identify the effect of marketing activities to apparel brand community on interaction of the community. Subjects of 317 members for 9 selected apparel communities responded the questionnaire in the home-page or in the attached file. Data were analyzed by exploratory factor analysis, one-way ANOVA, scheffe-test. The results were as follows: Significant differences among three community groups classified based on the levels of interactions(interaction of company to members and interaction among members) were found in several types of marketing activities(award to activities, added services, conveyance of community's purpose and acceptance of negative responses) to apparel brand community. These types of marketing activities were operated in communities with high level interactions higher than in communities with low level interactions. Therefore, marketers need to operate these types of community marketing activities to increase interactions which can contribute members' satisfaction of interest, transaction and relationship needs through apparel brand online community.

키워드

참고문헌

  1. 강명수 (2002) 온라인 커뮤니티 특성이 몰입과 성과에 미치는 영향 에 관한 연구 -경제적 거래 수행을 중심으로-. 서울대학교 대학 원 박사학위논문
  2. 김재욱 . 최지호 . 한계숙 (2002) 온라인 커뮤니티 마케팅 활동과 친 커뮤니티 행동간의 관계에 있어서 몰입의 매개역할. 마케팅연구, 17(4), 77-98
  3. 김진용 (2001) 온라인서비스에서 커뮤니티에 대한 고객들의 태도와 몰입이 서비스에 대한 태도와 몰입에 미치는 영향 분석. 고려대 학교 대학원 석사학위논문
  4. 송창석 . 신종칠 (1999) 인터넷상의 상호작용성 제고방안에 관한 연 구. 마케팅연구, 14(3), 69-95
  5. 이두희 . 구지은 (2001) 인터넷 쇼핑몰에서의 상호작용성에 관한 연 구. 마케팅연구, 16(2), 115-139
  6. 이두희 . 이현정 . 박상태 (2004) 온라인 브랜드 커뮤니티에서의 초 기 신뢰에 관한 연구. 광고학연구, 15(5), 459-478
  7. 이문봉 . 깅은정 (2005) 온라인 커뮤니티에서 개인의 참여 동기와 사 회적 영향 요인이 몰입에 미치는 영향. 정보시스템연구, 14(2), 191-214
  8. 이용기 . 이정란 . 유동근 (2005) 인터넷 사이트에서 e-브랜드의 상호 작용성, 일체감, 관계품질과 충성도에 관한 구조적 관계. 경영정 보학연구, 15(4), 1-26
  9. 황장선 . 김은혜 . 조정식 (2006) 웹사이트에 대한 태도에 영향을 미 치는 요인으로서의 인지된 상호작용성, 인터넷 이용 동기 및 관 여도. 한국광고학보, 8(1), 159-186
  10. 홍희숙 (2006) 의류 브랜드 온라인 커뮤니티에 대한 몰입이 브랜드 에 대한 심리적 일체감 및 행동적 반응에 미치는 영향. 한국의 류학회지, 30(6), 916-927
  11. 홍희숙 . 김기억 (2005) 의류 브랜드 온라인 커뮤니티의 상호작용성 과 욕구충족의 관계. 한국의류학회지, 29(11), 1432-1443
  12. Armstrong, A.G, and Hagel, J.III (1996) The real value of on-line communities. Harvard Business Review, May/June, 134-141
  13. Bhattacharya, C.B. (1998) When customers are members: Customer retention in paid membership contexts. Journal of the Academy of Marketing Science, 26(1), 31-44 https://doi.org/10.1177/0092070398261004
  14. Fernback, J. and Thompson, B. (1995) Virtual Communities?: Abort, Retry, Failure? http://www.well.com/user/hlr/texts/Vcivil.html]
  15. Gruen, T.W., Summers, J.O. and Acito, F. (2000) Relationship marketing activities, commitment and membership behaviors in professional associations. Journal of Marketing, 64, 34-49 https://doi.org/10.1509/jmkg.64.3.34.18030
  16. Hackett, R.D., Bycio, P. and Hausdorf, P.A. (1994) Three-component model of organizational commitment. Journal of Applied Psychology, 79(1), 15-23 https://doi.org/10.1037/0021-9010.79.1.15
  17. Hagel, J. (1999) Net gain: Expanding markets through virtual communities. Journal of Interactive Marketing, 13(1), 55-65 https://doi.org/10.1002/(SICI)1520-6653(199922)13:3<55::AID-DIR4>3.0.CO;2-J
  18. Hoffman, D.L. and Novak, T.P. (1996) Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of Marketing, 60, 50-68 https://doi.org/10.2307/1251841
  19. Kelly, S., Skinner, S. and Donelly, J. (1992) Consumer participation in service production and delivery. Journal of Retail, 66(3), 315-335
  20. King, J. (1999) Disintermediation/reintermediation. Computer World, 33, 54
  21. McWilliam, G. (2000) Building stronger brands though online communities. Sloan Management Review, 41(3), 43-54
  22. Muniz, A.M.Jr. and O'Guinn T.C. (2001) Brand community. Journal of Consumer Research, 27, 412-432 https://doi.org/10.1086/319618
  23. Rafaeli, S. (1988) Interactivity: From New Media to Communication in Advancing Communication science: Merging Mass and Interpersonal Process, Robert P. Hawkins, John M. Weimann and Suzanne Pingree(Eds), Sage Annual Review of Communication Research, 16, Sage Publications, 1988, 110-134
  24. Rothaermal, F.T. and Sugiyama, S. (2001) Virtual internet communities and commercial success: Individual and communitylevel theory grounded in the atypical case of TimeZone.com. Journal of Management, 27, 297-312 https://doi.org/10.1016/S0149-2063(01)00093-9
  25. Steur, J. (1992) Defining virtual reality: Dimensions determining telepresence. Journal of Communication, 42(4), 73-93
  26. Watson, N. (1997) Why we argue about virtual community: A case study of the Phish. Net fan community in virtual culture. Jones, S. (eds.), Thousand Oaks, CA: Sage Publications. 102-132
  27. Williams, L.J. and Hazer, T. (1986) Antecedents and consequences of satisfaction and commitment in turnover models: A reanalysis using latent variables structural equation model. Journal of applied Psychology, 71(2), 210-31