지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2014.1
- 수록면
- 35 - 53 (19page)
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초록· 키워드
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Company Social Networks (CSN) has emerged as a commonly used marketing channel. One of the most important advantages in CSN is the user's voluntary behavior as a relational performance. We classified level of voluntary behavior, as 'consumption', 'active participation', and 'creative contribution' to comprehend different relational performance of CSN. Moreover, we proposed research model to compare positive attitude and negative attitude. This study aims to investigate 'the process of user's voluntary behavior in CSN' which is causal relationship between benefits of CSN, user's attitude and voluntary behavior. Empirical results with 175 valid questionnaire data revealed that CSN benefit factors played a significant role in trust and distrust. Based on these effects, trust and distrust have different influences as level of voluntary behavior, just as proposed. For practitioners, it is crucial finding that users are more active behavior based on strong trust.
목차
등록된 정보가 없습니다.
참고문헌 (62)
참고문헌 신청
Algesheimer, R. / 2005 / The social influence of brand community：Evidence from European car clubs / Journal of marketing 69(3):19~34
Ba, S. / 2001 / Establishing online trust through a community responsibility system / Decision Support Systems 31(3):323~336
Benamati, J. / 2006 / Are trust and distrust distinct constructs? An empirical study of the effects of trust and distrust among online banking users / System Sciences, HICSS, Proceedings of the 39th Annual Hawaii International Conference, IEEE 6:121~128
Carlson, B. D. / 2008 / Social versus psychological brand community：The role of psychological sense of brand community / Journal of Business Research 61(4):284~291
Casaló, L. V. / 2010 / Determinants of the intention to participate in firm-hosted online travel communities and effects on consumer behavioral intentions / Tourism Management 31(6):898~911
Ba, S. / 2001 / Establishing online trust through a community responsibility system / Decision Support Systems 31(3):323~336
Benamati, J. / 2006 / Are trust and distrust distinct constructs? An empirical study of the effects of trust and distrust among online banking users / System Sciences, HICSS, Proceedings of the 39th Annual Hawaii International Conference, IEEE 6:121~128
Carlson, B. D. / 2008 / Social versus psychological brand community：The role of psychological sense of brand community / Journal of Business Research 61(4):284~291
Casaló, L. V. / 2010 / Determinants of the intention to participate in firm-hosted online travel communities and effects on consumer behavioral intentions / Tourism Management 31(6):898~911
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