순수 온라인 브랜드 자산 및 충성도 구축에 있어 콘텐츠 특성지각을 통한 브랜드 경험의 영향 (Influence of Brand Experience through ContentCharacteristics Perception in Building Pure Online BrandEquity and Loyalty)

서지정보

· 발행기관 : 한국경영학회
· 수록지 정보 : 경영학연구 / 34권 / 5호 / 1585 ~ 1611페이지
· 저자명 : 김문태, 이종호

초록

브랜드의 다양한 역할에 대한 온라인의 영향을 이해하기 위해서는 온라인과 전통적 커뮤니케이션간의 차이점을 이해할 필요가 있는데 이러한 점에서 본 논문은 온라인 브랜드 자산의 영향요인에 대한 차별성을 검증하려고 한다. 본 연구는 과거인터넷 마케팅 및 광고연구에서 성과에 영향을 미치는 중요한 변수로 꾸준히 언급되었던 상호작용성의 개념을 속도, 쌍방향 커뮤니케이션, 고객 맞춤화의 차원으로 나누고 이에 더하여 콘텐츠 우수성과 사이트 생동감을 전체적으로 콘텐츠 특성이라고 범주화하여 이에 대한 긍정적 지각이 온라인 브랜드의 지각된 품질 및 브랜드 경험에 긍정적 영향을 미치고 나아가 온라인 브랜드 자산을 구축하는데 중요한 변수임을 증명하고자 하였는데 특히 콘텐츠 우수성에 대한 지각과 고객 맞춤화에 대한 소비자 지각이 지각된 품질과 브랜드 경험에 중요한 영향요인이며 나아가 브랜드 충성도 및 브랜드 자산에 긍정적 영향을 미치는 것으로 나타났다.

영어초록

Much attention has been devoted recently to the concept of brand equity. Brand equity is defined as the added value with which a brand endows a product. From a consumer’s perspective, this added value can be viewed in terms of enhancing a consumer’s ability to interpret and store large amounts of information about a product. In addition, a strong brand name can help consumers to differentiate and convey the quality of a product.
Online, several approaches are also available to website. Noteworthy, significant research has not been conducted on the effectiveness of many of these approaches. As such, many researchers are discussed mainly as strategic alternatives that websites can use to build brand equity.
Another way to build a online brand equity is to provide consumers with an interactive, fun, experience-oriented or experiential web site. Elements that can make a online brand experiential include content, vividness(3-D images, animation, video and audio capabilities) and interactivity. In addition, chat rooms and real-time customer service applications (which link site visitors directly to other visitors, or with company support personnel, respectively) are also being used to make web sites more interactive.
In this study, we developed a research model that can be used to build added value in online brands. Based on the traditional brand equity concepts of brand loyalty, perceived quality, we add brand experience as a online brand equity dimension.
This study starts in the premise that major influence factors of online brand are not advertising and distribution but content characteristics. And research purpose is prove that content superiority, site vividness, and interactivity(speed, two-way communication, customization) are supposed to major dependence variables that influence perceived quality of online brands and online brand experience.
Research conclusion is follows. First, hypothesis that content superiority, site vividness, interactivity(speed), interactivity(two-way communication), and interactivity(customization) are supposed to major dependence variables that influence perceived quality of online brand but site vividness and interactivity(two-way communication) are not supported. The most important variable was content superiority and the next was interactivity(customization).
Second, hypothesis that content superiority, site vividness and interactivity(customization) are supposed to major dependence variables that influence online brand experience and all of these were supported.
Third, hypothesis that perceived quality influences to brand experience and brand loyalty, brand experience influence brand loyalty also supported. Finally perceived quality, brand experience and brand loyalty influence brand equity.
As a result, this research implication is that online brand equity building process is somewhat different with offline brand equity in that content, interactivity and brand experience are more important factor than major influence factors(advertising, distribution, price) of offline brand equity building.

참고자료

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