아파트 온라인 커뮤니티 특성과 충성도 간의 관계에 대한 연구

• 영문명: The Impact of Apartment On-line Community Characteristics on Brand Loyalty
• 발행기관: 한국부동산학회
• 저자명: 최용길(Choi, Yong Gil)
• 간행물 정보: 『부동산학보』不動産學報 第49輯, 189~200쪽, 전체 12쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2012.06.30

영문 초록

1. CONTENTS (1) RESEARCH OBJECTIVES The purpose of this study to identify the characteristics of apartment on-line community, to investigate the differences of factors affecting brand loyalty. (2) RESEARCH METHOD This study was focused on survey analysis. The data for this analysis were collect from the questionnaire. The study followed 250 adults number of people living in a metropolitan district. Especially this study used to the SPSS and AMOS. (3) RESEARCH FINDINGS In the results of this survey, companies considered that apartment on-line community provides opporyunities to improve brand lovalit.y. 2. RESULTS First, characteristics of apartment on-line community were classified as three factors inter activity, information provision, experience provision. Second, attitudinal commitment and behavioral commitment were found to be significant factors affecting brand loyalty. Third, the empirical study provide basic informance for strategic marketing planning about apartment on-line community.

목차

ABSTRACT

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 결과 및 논의

參考文獻

키워드

상호작용성 정보제공성 경험제공성 행동적몰입 태도적몰입 브랜드충성도 interactivity information provision experience provision attitudinal commitment behavioral commitment brand loyalty