The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
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The Routes of Psychological Ownership and the Effect of Psychological Ownership on Customer Loyalty in Fanpage of Facebook

팬페이지에서 심리적 주인의식의 경로와 고객로열티

  • 이주민 (경희사이버대학교 마케팅.지속경영리더십학과) ;
  • 차민정 (성균관대학교 소비자가족학과)
  • Received : 2017.01.09
  • Accepted : 2018.01.11
  • Published : 2018.03.31
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Abstract

Purpose This study investigates that the routes of psychological ownership in Fanpage and the effect of psycholoigical ownership on customer loyalty based on psychological ownership theory. Fans are customers who clicked 'Like' on the fan page. These fans have a lot of friends on Facebook, so the word-of-mouth is more effective than other online communities. Therefore, it is necessary for fans to have psychological ownership, actively responding to the fan pages, and recommending them to friends. However, previous social network service studies have overlooked the importance of psychological ownership. In this study, we examine what factors can increase psychological ownership and show that customer loyalty can be enhanced through psychological ownership. Design/methodology/approach This study was designed to investigate the structural relationship between Fanpage Familiarity, Interaction(Customer-Brand interaction and Customer-customer interaction), Psychological Ownerhisp, and Customer Loyalty. Structural equation modeling with SmartPLS2.0 was used to analyze the relationships in the research model. Findings The results showed that Fanpage Familiarity and Customer-customer interaction is positively related with Psychological Ownership. However, Customer-Brand interaction did not influence Psychological Ownership. Psychological Ownership has a positive impact on Intention to Continue Using Fanpage and Recommend.

Keywords

References

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