브랜드 커뮤니티 특성과 자기결정성이 브랜드 자산에 미치는 영향에 관한 연구

Abstract

본 연구에서는 기존에 선행되어진 연구를 통해 외재적 동기를 커뮤니티 특성으로 내재적 동기를 자기결정성 특성으로 분류하고 커뮤니티 몰입과 브랜드 자산과에 어떠한 영향을 주는지 알아보았다. 즉, 색다른 브랜드 커뮤니티 공간에서의 소비자에 대한 정확한 이해를 위하여 이제 과거와 같은 기업주도형 브랜드 커뮤니티 전략은 변화해야 할 필요성을 가지고 있음을 시사 한다.|The purpose of this study is to examine the socio-psychological factors that are the key for the establishment of the relationships with the companies by the means of the participation and communication by the consumers within the domain of the brand communities. Also, it was included among the objectives of this study that the external and intrinsic motifs that are needed for an establishment of a sustainable relationship. For this purpose, we examined, through the precedent literature studies, the relationship between the community absorption and the brand assets via the characteristics of the communities, which is an external factor, and the characteristics by self-determinant theory(SDT). An attempt was also made to validate the relationship between the external and intrinsic motifs.; The purpose of this study is to examine the socio-psychological factors that are the key for the establishment of the relationships with the companies by the means of the participation and communication by the consumers within the domain of the brand communities. Also, it was included among the objectives of this study that the external and intrinsic motifs that are needed for an establishment of a sustainable relationship. For this purpose, we examined, through the precedent literature studies, the relationship between the community absorption and the brand assets via the characteristics of the communities, which is an external factor, and the characteristics by self-determinant theory(SDT). An attempt was also made to validate the relationship between the external and intrinsic motifs.