원문정보
The Effect of Community Type and Service Quality on User Satisfaction of Brand Community
초록
영어
New internet trend, such as Web 2.0, has brought about new roles of users and changes in the web ecosystem. In the age of information overload like nowadays, activities in the brand community sites help to make more reasonable decisions in choosing certain brands and products. In order to examine organizational strategic aspects of brand community, this study examine (1) what difference exists in user satisfaction according to the brand community types (the user-initiated type and the corporate-established type), and (2) which dimensions of service quality affect brand community users’ satisfaction. Research findings show that types of brand community influence perceived user satisfaction, and tangibility, reliability, interactivity, and stability dimensions of service quality make a positive influence on user satisfaction as well. Practical implications for managing brand community sites in marketing perspectives are further discussed.
목차
1. 서론
2. 이론적 배경
2.1 브랜드 커뮤니티에 대한 선행 연구
2.2 서비스 품질에 대한 연구
2.3 서비스 품질과 사용자 만족에 관한 연구
3. 연구모형 및 연구가설
3.1 연구모형
3.2 연구가설 설정
4. 연구방법 및 실증분석
4.1 자료의 수집과 인구통계학적 특성
4.2 변수의 타당성과 신뢰성 분석
4.3 독립변수 간의 상관관계 분석
4.4 가설 검증 및 개설유형간 비교
5. 결론 및 시사점
참고문헌