온라인 브랜드 커뮤니티에서의 관계단절행동

Abstract

Most of studies concerned with on-line Brand community show that it makes users to increase their brand loyalty and brand attachment. But it wouldn`t be explained that on-line brand community could be the field of consumer`s public complaining in service failure. So, this study tried to focus the dimensions of negative emotions and customer characteristics that may cause relationship dissolutions in on-line brand community. The findings of the present study following as, high relationship quality of on-line brand community user directly effects negative emotions, especially, disappointment and betrayal. second, disappointment and betrayal influences the desire of revenge. Third, customer`s negative reactions (for example, negative replies about the brand or public complaining in community) are mediated by customer`s desire of revenge. The analysis was held with brand community customers who has been experienced service recently by using SPSS14K and Smart PLS 2.0. The study verified the structural equation model hypothesizing the between emotional factors and negative reactions. In conclusion, this article provides implications into understanding of customer`s negative emotions and user`s characteristics that cause negative reactions in on-line brand community. thus, this may allow marketers to have managerial insights on handling of on-line brand community independently operated by consumers.