Influence of On-line Brand Communities on Customers` Attitudes -Focusing on the Brand Selection of Online Universities-
Influence of On-line Brand Communities on Customers` Attitudes -Focusing on the Brand Selection of Online Universities-
复制标题
在线品牌社区对消费者态度的影响-聚焦在线大学品牌选择-
DOI：
10.5392/jkca.2010.10.12.366
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发表时间：
2010
期刊：
影响因子：
--
通讯作者：
Jinny Rhie
中科院分区：
文献类型：
--
作者：
Jinny Rhie
随着互联网和移动技术给这个信息社会带来的快速变革，如何处理客户之间的关系已经成为影响企业的关键因素。企业正在创建基于品牌的网络社区，鼓励客户积极形成和发展品牌社区。因此，本报告提出了一个计划，分析基于客户积极参与的社区活动的有效性，以及如何有效地管理和利用它。本研究的目的是了解线上品牌社群及其特征对顾客行为的影响。同时，研究线上品牌社群选择品牌时，社群态度对品牌决策及口头传播传播的影响。本报告旨在调查网络大学学生，了解社区的态度如何影响网络大学品牌和口头传播的决定，当学生选择在网络大学学习。研究表明，这些因素对品牌社区的特征（信息的保密性、互动性、便利性、亲近性）产生了积极的反应，从而在顾客态度方面对购买意愿和口头传播产生积极的影响。此外，品牌社群的性质也会影响购买意愿和口头传播传播。在此研究的基础上，有可能提出一个振兴品牌社区活动的营销策略。
As internet and mobile technology brings rapid transformation to this society of information, how relations are conducted between customers have become a critical factor influencing companies. Companies are creating Internet communities based on their brands, encouraging customers to actively form and develop brand communities. Thus, this report proposes a plan to analyze the effectiveness of community activities based on the customers active involvement and how to effectively manage and utilize it. The purpose of this research is to understand the effects on-line brand communities and their characters have on customer behavior. Also, it will study the effects community attitudes have on brand decisions and oral transmission communication when on-line brand communities choose a brand. This report was conducted to survey on-line university students to understand how communities` attitude affects the decision of on-line university brand and oral transmissions when students choose to study at a on-line university. According to research, those factors brought positive responses to character of the brand communities(confidentiality of information, interactivity, convenience, intimacy) and by doing so, on the customer`s attitude side, positive results on intention of purchase and oral transmissions can be expected. In addition, the character of the brand communities affects intention of purchase and oral transmission communication. Based on this research, it is possible to propose a marketing strategy that revitalizes brand communities` activities.