사회적 자본, 지식 품질 그리고 온라인 브랜드 커뮤니티의 성공

Abstract

Submitted:April 2, 2014 1 Revision:September 9, 2014 Accepted:September 12, 2014 * 국립목포대학교 경영학과 교수 ** 광운대학교 경영학부 강사, 교신저자 *** 광운대학교 경영학부 교수 **** 아던트컨설팅 수석컨설턴트 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. Keyword:Online Brand Community, Social Capital, Knowledge Quality, Brand Trust, Brand Loyalty, Identification, Community Participation 韓國IT서비스學會誌 第13卷 第3號 2014年 9月, pp.183-200 184 Cheolho Yoon.Changkyu Kim.Sanghoon Kim.Il-Kyu Park