사회적 자본, 지식 품질 그리고 온라인 브랜드 커뮤니티의 성공

• 영문명: Social Capital, Knowledge Quality, and Online Brand Community Success
• 발행기관: 한국IT서비스학회
• 저자명: 윤철호(Cheol ho Yoon) 김창규(Chang kyu Kim) 김상훈(Sang hoon Kim) 박일규(Il Kyu Park)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제13권 제3호, 183~200쪽, 전체 18쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2014.09.30

영문 초록

Online brand communities have become a major component of marketing strategy given that these communities encourage participation and share the culture of Web 2.0 core concepts to Internet users. This study investigated the effects of social capital and knowledge quality on the success of online brand communities. A research model suggests that trust among members and the identification derived from social capital theory and knowledge quality influence individual community participation; knowledge quality also influences brand trust. In turn, community participation and brand trust develop brand loyalty. The model was empirically analyzed using structural equation modeling with data from online brand community members in Korea. The results indicate that identification and knowledge quality significantly affects brand trust and brand loyalty through community participation. This study provides a basis for developing a success model for online brand communities. Also, this study identifies a new role of knowledge quality in an online brand community context.

목차

Abstract

1. Introduction

2. Theoretical Background and Hypothesis Development

3. Research Methodology

4. Results

5. Discussion and Conclusion

References

키워드

Online Brand Community Social Capital Knowledge Quality Brand Trust Brand Loyalty Identification Community Participation