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학제간연구 과학기술학 뇌인지과학 기술정책 기타 복합학

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논문 기본 정보

자료유형
학술저널
저자정보
고정애 (제주대학교) 김정희 (제주대학교)
저널정보
한국유통경영학회 유통경영학회지 유통경영학회지 제24권 제4호
발행연도
2021.8
수록면
125 - 142 (18page)

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Purpose: Under the premise that ‘consumers make decisions by combining cognitive, sensory, emotional, behavioral, and relational characteristics’, the purpose of this study is to reveal the mechanisms that can form an intimate and harmonious human bond in the SNS brand context. In addition, this study tried to investigate whether this mechanism can improve marketing performance in SNS context where interpersonal interaction is limited. To this end, the influence of brand experience on rapport, reuse intention, and word of mouth intention in SNS context was investigated, focusing on the rapport theory, which is considered to be a mechanism for forming bonds in human interaction studies. Research design, data, and methodology: In order to achieve the research purpose, a hypothesis and a research model were developed by reviewing previous studies. The survey was conducted using questionnaires by selecting 332 respondents using South Korea’s Big 3 SNSs (Naver Band, Instagram, Kakao Story) in Seoul, Gyeonggi, and Jeju by a convenient sampling method. The collected data were analyzed using AMOS, a structural equation model analysis technique. Results: The empirical results are summarized as follows. First, SNS brand experiences showed multidimensional characteristics divided into sense, emotion, cognition, relationship, and behavior. Second, consumers’ cognitive and relational SNS brand experiences had a positive (+) effect on consumers’ perceived pleasant interactions, and consumers’ cognitive, relational, and behavioral SNS brand experiences had a positive (+) effect on consumers’ perceived personal connection. Third, the perceived personal bond of consumers had a positive (+) effect on SNS reuse intention. Fourth, consumers’ personal connection and SNS reuse intention had a positive (+) effect on word of mouth intention. Conclusions: This suggests that rapport, which is regarded as a bond formation mechanism in human interaction studies, can be formed even in non-face-to-face SNS brand context. This suggests that marketing managers should focus on cognitive, relational, and behavioral experiences in order to form consumer rapport and improve marketing performance in SNS brand context.
#brand experiences #rapport #reuse intention #word of mouth intention #SNS brand

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참고문헌 (73)

참고문헌 신청
Ajzen, I. / 1991 / The theory of planned behavior / Organizational Behavior and Human Decision Processes 50(2):179~211 Crossref Ali, S. H. S. / 2011 / The effects of respect and rapport on relationship quality perception of customers of small healthcare firm / Asia Pacific Journal of Marketing and Logistic 23(2):135~151 Crossref Andrews, L. / 2019 / Segmenting brands’ social network site(SNS)consumers : A four-country study / Journal of International Consumer Marketing 31(1):22~38 Crossref Ashforth, B. E. / 1993 / Emotional lab or i n service roles : T he i nfluence o f identity / Academy of Management Review 18(1):88~115 Crossref Biendebbach, G. / 2011 / Brand equity in the professional service context : Analyzing the impact of employee role behavior and customer-employee rapport / Industrial Marketing Management 40(7):1093~1102 Crossref

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