초록 열기/닫기 버튼
The purpose of this study is to verify the mediating effect of Brand Attachment in the relationship between SNS Quality and Acceptance and Dissemination of Online e-WOM. In order to achieve this research, Data was collected through questionnaire survey from 296 SNS user. SPSS 18.0 statistical package was used to conduct the frequency analysis, reliability analysis, correlation analysis and multiple regression analysis model. First SNS Quality sub-concepts of the Information Quality and Trust Quality shows a partially significant positive correlation effect on Brand Attachment and online e-WOM. Second, In the mediating effect of the relationship between Brand Attachment showed that a mediating role in positive correlation Information Quality and Trust Quality but In the case of Design Quality and Sevice Quality has been shown to no significant effect on Acceptance and Dissemination of Online e-WOM.
