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[구철모]SNS 이용동기가 브랜드 관계에 미치는 영향 관계 고찰: 자기결정이론 적용을 중심으로 |
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chengao |
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19-05-30 13:34 |
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논문명 : SNS 이용동기가 브랜드 관계에 미치는 영향 관계 고찰: 자기결정이론 적용을 중심으로
저자(참여인력명): 구철모
게재지명 : 정보시스템연구
핵심어 : SNS (social network service/sites), self-determination theory (SDT), corporate facebook, brand attachment, brand trust, brand loyalty
초록
Purpose The purpose of this study is to verify motivations of corporate Facebook usage and to examine the impacts of usage motivations on brand attachment, trust and loyalty.
Design/methodology/approach A conceptual model is developed based on Self-determination theory(SDT) and the previous studies. We conducted a web survey with a convenient sample of 121 Facebook users who clicked “Like” button on the corporate Facebook pages.
Findings The followings are the findings of the study. First, intrinsic motivation(Entertainment) turned out to have positive effects on brand attachment. Second, extrinsic motivation(information exchange) turned out to have positive effects on brand trust. Third, brand attachment turned out to have positive effects on brand loyalty.
These findings provide a valuable basis for constructing an explanatory model for “Like”-clicking behaviors of corporate’s Facebook community platform users, as well as making significant practical contributions to enhance social and commercial benefits for businesses and individuals.
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