원문정보
Examining the1 Effects of Perceived Value of Social Media on the Brand Relationship Quality : The Moderating Role of Self-Esteem
초록
영어
According to the previous studies about relationship marketing, customers who have relationship with preferable brand or company take spontaneous word of mouth(WOM) and make more purchases than those who don't. Recently, as e-commerce has been combined with social media, many companies that are looking for solution which can promote customer relationship quality using social media. This study aims to investigate the role of customer’s perceived value on brand relationship quality in social media. Although perceived value has been defined from many perspectives, we only consider "perceived social value" and "perceived emotional value" in this paper. According to social capital theory, self-esteem is an important variable when we explain the relationships. Thus this paper considers "self-esteem" as a moderating variable between relationship quality and relationship retention. To serve the research purpose, we collect 226 valid questionnaires from social media users. And we analyze data set and test research hypotheses by using SPSS 20.0 and AMOS 20. We expect that the result contain a lot of implication for both researchers and practitioners. Major findings from analyzing 226 valid questionnaires are as follows. First, when customer recognizes social value about brand or company, relationship quality with the brand or company has been improved. Second, when customer recognizes emotional value about brand or company, relationship retain intention with the brand or company has been improved. Third, self-esteem doesn't have moderating effect between relationship quality and relationship retention in social media.
목차
1. 서론
2. 선행연구
2.1 소셜 미디어와 관계지향성
2.2 고객의 인지된 가치
3. 연구모형 및 가설
3.1 연구모형
3.2 연구가설
4. 연구조사 설계
4.1 변수의 조작적 정의 및 측정항목
4.2 자료 수집과 응답자 특성
5. 실증분석
5.1 타당성 및 신뢰성 분석
5.2 가설검증 및 해석
6. 결론
6.1 연구요약 및 시사점
6.2 한계점 및 향후 과제
참고문헌