SNS 브랜드 커뮤니티의 아이덴티티 활용에 따른 브랜드 만족도에 관한 연구

Abstract

With the continuous change of media brought by the internet technology, consumers gradually adopt diverse methods to receive information. Nowadays, medium becomes more and more fragmented and segmented, and traditional infusion-type marketing mode shows some shortages in the accuracy, marketing cost and marketing effect. In new media, market power has transferred to consumers from producers. Brands aren't only responsible for releasing message, they need to interact with consumers, seek and influence them. Therefore, academic circle and service providers jointly pay attention to cultivating the loyalty of users at SNS website and improving the user faithfulness. After the analysis of the characteristics of SNS website and users and the sorting and summary of the research achievements of scholars at home and abroad, it is found that the SNS's function in entertainment, information, image, service, etc. and user satisfaction are the key factors influencing the user faithfulness. The users' brand faithfulness is divided into brand belongingness and brand trustworthiness. The faithfulness model of users at SNS website is constructed, and the relevant consumption is proposed to the constructed model, then the operationalization scale design and questionnaire design are conducted to the variables in model. The empirical analysis is conducted to the constructed model through the reliability analysis, validity analysis, relevant analysis and regression analysis of the collected questionnaires, with the conclusions as below: The ＳＮＳ's functions in entertainment, information, image, service, etc. generate positive effect on the loyalty of users at SNS website. The research results will be conducive to developing and constructing the brand community custom application system by enterprises. The brand community custom is applied to reduce the aimlessness for enterprises to provide customers with various perceived values, and help enterprises understand the actual demands of target consumers and the importance of brand community value in mind of target consumers, in order to effectively promote the market promotion plan and strategies. The research results will contribute to cultivating the emotional connection between enterprises and customers, helping enterprises cultivate loyal customers and improving customers' satisfaction in enterprise brand.