소셜 네트워크 사이트에 개설된 브랜드 커뮤니티로의 참여 동기, 몰입, 온라인 사회 자본의 관계에 관한 연구

온라인 브랜드 커뮤니티;소셜 미디어;소셜 네트워크 사이트;페이스북;연결적 사회 자본;지속적 사회 자본;online brand community;social media;social network site;Facebook;bridging social capital;maintained social capital

경영대학 경영학과 ;

University:서울대학교 대학원

关键词: 온라인 브랜드 커뮤니티;    소셜 미디어;    소셜 네트워크 사이트;    페이스북;    연결적 사회 자본;    지속적 사회 자본;    online brand community;    social media;    social network site;    Facebook;    bridging social capital;    maintained social capital;   

Others  :  http://s-space.snu.ac.kr/bitstream/10371/124409/1/000000008852.pdf

美国|英语

来源: Seoul National University Open Repository

【 摘 要 】

Online brand communities have received much attention from the field of Brand Management. With the ever-increasing usage of social network sites (SNS) such as Facebook, Twitter, etc., online brand communities on SNS have come into the spotlight again. In surveying 242 subjects who use brand communities (brand fan pages) on SNS, this study suggests that relational value seeking (interpersonal utility seeking), utilitarian value seeking (incentive seeking), and hedonic value seeking (entertainment seeking) were the primary motives for participating in brand fan pages on SNS, and they were found to lead to community commitment. Additionally, in testing the moderating effects of bridging social capital, bonding social capital, and maintained social capital, the findings indicate that the amount of increase in commitment caused by interpersonal utility seeking and incentive seeking were larger for subjects who have high bridging social capital than those who have low bridging social capital. Findings also show that the amount of decrease in commitment caused by not fulfilling entertainment seeking was larger for subjects who have low maintained social capital than those who have high maintained social capital.