온라인 브랜드 커뮤니티에서 커뮤니티 이용 동기가 지식 공유와 브랜드 충성도에 미치는 영향

초록

With the emergence of online community, influence of online communities on consumer behavior has greatly been increased. To enhance our understanding of consumer behavior in online brand communities, the present study attempts (a) to explore various motives of consumers(interpersonal utility, brand likeability, entertainment seeking, information seeking, incentive seeking, convenience seeking) evoked when they use online brand communities and (b) to uncover the structural relationships between identified motives and their outcome variables such as quality and quantity of knowledge sharing and brand loyalty. An online survey method was conducted by employing sample of brand community members. Final sample size was 228. Structural equation modeling results found positive impacts of brand likeability and information seeking motives on quality and quantity of knowledge sharing. As expected, both quality and quantity of knowledge sharing positively influenced brand loyalty. Findings of present study suggests that brand marketers need to focus on consumers motivated by brand likeability and information seeking when using brand communities in order to make them actively share their knowledge, ultimately to enhance their loyalty toward their brand.

키워드