DOI QR코드

DOI QR Code

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)
  • 투고 : 2018.02.13
  • 심사 : 2018.03.20
  • 발행 : 2018.03.28

초록

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.

본 연구는 온라인 브랜드 커뮤니티 특징이 자기 해석 수준 및 성별 차이에 따라 고객 행동에 어떤 영향을 미치는지에 대해 규명하고자 한다. 온라인 커뮤니티의 특징으로 상호작용성, 목적성, 정보제공, 활동보상으로 나누어 실증연구를 하였다. 분석 결과 첫째, 온라인 커뮤니티의 특성 중 상호작용성과 활동보상은 브랜드 커뮤니티 몰입에 긍정적인 영향을 미치는 것으로 나타난 반면, 목적성과 정보제공의 효과는 미흡한 것으로 나타났다. 둘째, 소비자가 브랜드 커뮤니티에 대한 몰입이 강할수록 구전효과 역시 높은 것으로 나타났다. 마지막으로 상호의존적 자기 해석 수준을 갖고 있는 소비자는 독립적 자기 해석 수준을 갖고 있는 소비자에 비해 보다 더 높은 브랜드 커뮤니티의 몰입을 보였으며, 여성이 남성에 비해 더 높은 브랜드 커뮤니티 몰입을 보이는 것으로 나타났다. 본 연구는 소비자의 자기해석이라는 내재적 동기를 알아봄으로써, 기업들에게 브랜드커뮤니티를 통한 효율적인 마케팅 접근법을 제시한다.

키워드

참고문헌

  1. J. Denegri-Knoot, D. Zwick, & J.E. Schroeder. (2006). Mapping consumer power : an integrative framework for marketing and consumer research. European Journal of Marketing, 40(9/10), 950-971. DOI : 10.1108/03090560610680952
  2. I. G. Shin, Y. S. Choi & H. S. Shin. (2015). Effect of User Possession Attachment and Characteristics of Mobile Media on Acceptance of Mobile AD, Journal of Digital Convergence, 12(4), 183-192. DOI : 10.14400/JDC.2014.12.4.183
  3. A. M. Muniz & T. C. O'Guinn. (2001). Brand Community. Journal of Consumer Research, 27(4), 412-432. DOI : 10.1086/319618
  4. G. McWillwam. (2000). Building stronger brands through online communities, Slogan Management Reviews, 41(3), 43-54.
  5. J. Hagel III & A. Amstrong (1997). Net Gain: Expanding Market through Virtual Communities, Cambridge : Harvard Business School Press.
  6. G. A. Hillery Jr. (1995). Definities of Community: Areas of Agreement, Journal of the Rural Sociological Society, 20, 111-123.
  7. S. J. Kim & S. J. Lee. (2012). Effects of the Online Brand Community's Characteristics and Perception on the Brand Community. Journal of Digital Convergence, 10(9), 165-174. https://doi.org/10.14400/JDPM.2012.10.9.165
  8. J. H. McAlexander, J. W. Schouten & H. F. Koenig (2002), Building Brand Community. Journal of Marketing, 66(1), 38-54. DOI: 10.1509/jmkg.66.1.38.18451
  9. J. G. Blumler. (1979). The role of theory in uses and gratifications. Communication Research, 6(1), 9-36. https://doi.org/10.1177/009365027900600102
  10. E. Katz, J. G. Blunder & M. Gurevitch. (1974). Utilization of mass communication by the individual. Beverly Hills: Sage Publications.
  11. R. M. Morgan & S. D. Hunt. (1994). The Commitment-Trust Theory of Relationship Marketing, Journal of Marketing, 58(3), 20-38. DOI : 10.2307/1252308
  12. Poplin, D. (1979). Communities: A survey of theories and methods of research. New York: Macmillan.
  13. T. X. Skadberg & J. R. Kimmel (2004). Visitors' Flow Experience while Browsing a Web Site: Its Measurement, Contributing Factors and Consequences, Computers in Human Behavior, 20(3), 403-422. DOI : 10.1016/S0747-5632(03)00050-5
  14. Y. Wang, Q. Yu & D. R. Fesenmaier (2002). Defining the Virtual Tourist Community: Implications for Tourism Marketing, Tourism Management, 23(4), 407-417. DOI : 10.1016/S0261-5177(01)00093-0
  15. C. B. Bhattacharya, H. Rao & M. A Glynn (1995). Understanding the Bond of Identification: An Investigation of Its Correlates among Art Museum Members, Journal of Marketing, 59(4), 46-57. DOI : 10.2307/1252327
  16. I. W. Kang, K. C. Lee, S. J. Lee & J. H. Choi (2007). Investigation of Online Community Voluntary Behavior Using Cognitive Map, Computer in Human Behavior, 23(1), 111-126. DOI : 10.1016/j.chb.2004.03.039
  17. D. M. Hummon. (1990). Commomplaces: Community Ideology and Identity in American Culture. New York: Sate University of NY Press.
  18. R. Langer & S. C. Beckman (2005). Sensitive research topics: Netnography revisited. Qualitative Market Research: An International Journal, 8(2), 189-203. DOI : 10.1108/13522750510592454
  19. Gruen, T.W., Summers, J.O., & Acito, F. (2000). Relationship Marketing Activities, Commitment, and Membership Behaviors in Professional Associations. Journal of Marketing, 64(3), 34-49. https://doi.org/10.1509/jmkg.64.3.34.18030
  20. S. L. Jeon & H. J. Park. (2003). The Influence of Information Characteristics on Word-of-Mouth Effect. Journal of Consumer Studies, 14(4), 21-44.
  21. J. S. Lee, S. E. Lim & J. I. Choi. (2016). The Effect of Human Services and Servicescape of Wedding Hall on Word-of-mouth Intention. International Journal of Tourism Management and Sciences, 31(2), 427-444. https://doi.org/10.21719/KJTR.31.4.21
  22. R. L. Day. (1980). Research Perspectives On Consumer Complaining Behavior. Chicago: American Marketing Association.
  23. E. Garbarino & M. S. Johnson. (1999). The Different Roles of Satisfaction, Trust, And Commitment in Customer Relationships. Journal of Marketing, 63(2), 70-87 DOI : 10.2307/1251946
  24. C. Bakewell & V. W. Mitchell. (2006). Male versus Female Consumer Decision Making Styles. Journal of Business Research, 59(12), 1297-1300. DOI: 10.1016/j.jbusres.2006.09.008
  25. M. Phillip & R. Suri. (2004). Impact Of Gender Difference on The Evaluation Of Promotional Emails. Journal of Advertising Research, 44(4), 360-368. DOI : 10.1017/S0021849904040383
  26. W. Y. Jeon & H. J. Jung. (2006). Effects of Online Reviews on Evaluation and Purchase Intention of a Product in Internet Shopping: The Role of Gender Differences. Journal of Korean Society for Consumer and Advertising Psychology, 7(1), 113-129.
  27. I. Ryu & K. G. Lee. (2007). Gender Differences in Relationships among Influencing Factors of Information Technology Acceptance. Journal of Business Research, 22(3), 177-206.
  28. H. R. Markus & S. Kitayama. (1991). Culture and the Self: Implications for Cognition, Emotion, and Motivation. Psychological Review, 98(2), 224-253. DOI : 10.1.1.320.4767 https://doi.org/10.1037/0033-295X.98.2.224
  29. I. H. Lee. (2009). Self-Constural Levels and Green Consumerism. Korea Business Review, 8, 52-70.
  30. H. Y. Jang, L. Olfman, I. S. Ko & K. T. Kim. (2008). The Influence of On-Line Brand Community Characteristics on Community Commitment and Brand Loyalty. International Journal of Electronic Commerce, 12(3), 57-80. DOI : 10.2753/jec1086-4415120304
  31. G. McWilliam. (2000). Building Stronger Brands through Online Communities. Sloan Management Review, 41(3), 43-54.
  32. V. Zeithaml, B. Leonard & A. Parasuraman. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31-46. DOI : 10.2307/1251929
  33. C. Hsu & H. Lu. (2007). Consumer Behavior in Online Game Communities: A Motivational Factor Perspective. Computers in Human Behavior, 23(3), 1642-1659. DOI : 10.1016/j.chb.2005.09.001
  34. S. Putrevu & R. Kenneth (1994). Comparative and Noncomparative Advertising: Attitudinal Effects Under Cognitives and Afferctive Involvement Conditions. Journal of Advertising, 23(3), 77-91. DOI : 10.1080/00913367.1994.10673443
  35. T. Singelis (1994). The Measurement of Independent and Interdependent Self-Construals. Persondlity and Social Psychology Bulletin, 20(5), 580-591. DOI : 10.1177/0146167294205014
  36. Hair, J., R. Anderson, R. Tatham, and W. Black(1998). Multivariate Data Analysis with Readings, New Jersey : Prentice-Hall.