온라인 상표 공동체 충성도가 상표태도 및 구매의도에 미치는 영향에 관한 실증연구

Abstract

There have been few studies regarding online community, particularly that of brands,

despite increasing importance not only as a direct communication channel between a

company and the customers but also as medium of voluntary information exchange among

consumers. The present study aims to contribute to the understanding of the role of online

brand community in developing and enhancing brand equity, in terms of brand attitude

and the customers purchase intention. Empirical study utilizing survey data indicates the

following. First, the higher the extent to which the member experiences fulfilled needs,

membership, influence, and emotional ties, the greater their loyalty toward the online

brand community, measured by frequency of visits, amount of participation and shared

information, etc. Second, loyalty toward the online brand community turns out to be

positively correlated with brand knowledge, brand attitude, and purchase intention. Finally,

brand knowledge works for more favorable attitude toward the brand, and then positive

brand attitude leads to greater purchase intention. The empirical results provide several

managerial insights for the marketers actively seeking to utilize online communities as effective marketing channel.