온라인 개인 커뮤니티 몰입에 대한 개인적 동일시와 사회적 동일시의 역할에 관한 연구

• 영문명: The Roles of Personal Identification and Social Identification on the Online Personal Community Commitment
• 발행기관: 한국마케팅과학회
• 저자명: 최낙환(Nak Hwan Choi) 이창원(Chang Won Lee) 김종호(Jong Ho Kim)
• 간행물 정보: 『한국마케팅과학회 학술발표대회논문집』Korean Academy of Marketing Science Fall International Conference, 600~617쪽, 전체 18쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2006.11.30

영문 초록

  It can be explaned by congruity theory as a process that consumers engage in a matching process to identify brands that are congruent with their self-images to find the identification between the self and the brand. Brand cues that evoke certain images (e.g., prestige) are viewed as activating similar beliefs about the self (e.g., high status). Individuals prompt a comparison process to determine whether the brand and self-image are congruent and imagine prototypical users of alternative brands and select ones that maximize similarity to their actual or desired self-concept.
  Identity is devided into personal identity and social identity. Consumers are likely to be influenced by both personal identity and social identity.
  In this article the influencing factors of the commitment to on-line personal community are explored by the sources of both personal identification and social identification.
  The results are as follows. The maintenance and enhancement of personal self influences the level of personal identification positively and the maintenance and enhancement of social self influences the level of social identification positively. The level of both social and personal identification positively influence the commitment to on-line personal community which gives positive affects to the enterprise that allows the cyberspace and the other benefits to be used.

목차

Ⅰ. 서론
Ⅱ. 이론적 배경 및 연구모형의 설정
Ⅲ. 실증분석
Ⅳ. 분석결과
Ⅴ. 결론
참고문헌

키워드

Online Personal Community Commitment Personal Identification Social Identification Maintenance of personal self Enhancement of personal self Maintenance of social self Enhancement of social self