지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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Majority of researches about brands mainly focus on customer goods settings and service settings in offline environment. For a better understanding of emerging web brands, this study investigates the role of interactivity, experiential value and participation in the process of web brand building. In this study, we choose virtual community business as a representative for web business (brand) in China. Out of 460 chinese users surveyed, 422 responses were adopted for the analysis. The research results show that interactivity affects web brand loyalty through brand experiential value, satisfaction and web brand attitude. It is interesting that interactivity affects brand experiential value rather than satisfaction and brand experiential value plays an important role by mediating the effect of perceived interactivity on satisfaction. Web brand managers need to try to explore different experiential strategies to enhance brand experience. The role of customer participation on the effects of satisfaction and those of web brand attitude on web brand loyalty is also explored. The research results show that customer participation moderates the effects of satisfaction and web brand attitude on web brand loyalty. Interestingly enough, the impacts of satisfaction and brand attitude on brand loyalty decrease with the increasing level of participation. In other words, satisfaction and web brand attitude better predict web brand loyalty for lurkers (passive participation) than posters (active participation). Hence, participation need to be included for marketing strategies based on web brand loyalty and its predictors.
목차
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참고문헌 (53)
참고문헌 신청
Herington, C. / 2009 / E-retailing by Banks: E-service Quality and its Importance to Customer Satisfaction / European Journal of Marketing 43(9/10):1220~1231
Hoffman, D. L. / 1996 / Marketing in Hypermedia Computer-mediated Environments : Conceptual Foundations / Journal of Marketing 60(3):50~68
홍성태 / 2010 / 이동통신 서비스에 대한 고객 만족에 미치는 몰입의 매개적 효과 / 기업경영연구 17(3):191~206
Jeong, S. W. / 2009 / The Role of Experiential Value in Online Shopping : The Impacts of Product Presentation on Consumer Responses Towards an Apparel Web Site / Internet Research 19(1):105~124
Weiwei Jia / 2010 / The Mediating Effect of Experiential Value on Customers' Perceived Value of Digital Content: China’s Anti-virus Program Market / Journal of Global Scholars of Marketing Science(마케팅과학연구) 20(2):219~230
Hoffman, D. L. / 1996 / Marketing in Hypermedia Computer-mediated Environments : Conceptual Foundations / Journal of Marketing 60(3):50~68
홍성태 / 2010 / 이동통신 서비스에 대한 고객 만족에 미치는 몰입의 매개적 효과 / 기업경영연구 17(3):191~206
Jeong, S. W. / 2009 / The Role of Experiential Value in Online Shopping : The Impacts of Product Presentation on Consumer Responses Towards an Apparel Web Site / Internet Research 19(1):105~124
Weiwei Jia / 2010 / The Mediating Effect of Experiential Value on Customers' Perceived Value of Digital Content: China’s Anti-virus Program Market / Journal of Global Scholars of Marketing Science(마케팅과학연구) 20(2):219~230
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