Journal of Korean Society for Quality Management (품질경영학회지)

Korean Society for Quality Management (한국품질경영학회)
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The Effect of SNS Prosumer Activity Characteristics and Relationship Quality on User Satisfaction and Loyalty Intention

SNS 프로슈머활동 특성과 관계품질이 이용자만족과 충성의도에 미치는 영향

  • Kwon, Do-Hee (School of Management, Kyung Hee University) ;
  • Cho, Chul-Ho (Department of Hospital Management, Daegu Haany University)
  • 권도희 (경희대학교 경영대학원) ;
  • 조철호 (대구한의대학교 보건치료대학 의료경영학과)
  • Received : 2019.02.27
  • Accepted : 2019.03.13
  • Published : 2019.03.31
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Abstract

Purpose: The present research was designed to explore a causal relationship among SNS prosumer characteristics, relationship quality, user satisfaction, and loyalty intention, and we intended to explore mediating role of relationship quality in the causal relationship. Methods: As survey tool, questionnaire that had obtained validity and reliability through literature survey and pretest survey, and sample 214 was analyzed using SEM analysis method. Results: All theoretical relationships, except the relationship between information provision and relational quality, proved to be significant. The relationship quality plays an important intermediary role in the research model. Conclusion: The characteristics of SNS prosumer activity can be summarized by interaction and informational provision. To increase user satisfaction and loyalty, it is necessary to support these characteristics and strengthen relationships with customers.

Keywords

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Figure 1. Research Model

Table 1. Operational Definition of factors

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Table 2. Geographic Characteristics of Respondent

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Table 3. Result of Measurement Model Analysis

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Table 4. Correlation Matrix among factors

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Table 5. Result of Hypothesis Test Using SEM

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Table 6. Result of Mediated Effect of Relationship Quality(Interactivity-Relationship Quality-Loyalty Intention)

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Table 7. Result of Mediated Effect of Relationship Quality Using Sobel test

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