SNS를 통한 브랜드자산 형성에 관한 연구

Abstract

The purpose of this study is to analyze how the SNS motivation factors, commitment and addiction affect the formation of brand equity. In this study, four SNS motivation factors are identified based on the extant literature of ‘use and gratification theory’. Structural Equation Model is adopted for empirical analysis. Data is gathered from the university students using SNS by survey. Inappropriate responses are dropped and 412 sample points are finally used for empirical analysis. Empirical results are as follows: (1) all of the four SNS motivation factors significantly influence on commitment, (2) commitment has significant effect on addiction, and both commitment and addiction affect significantly on brand equity. Theoretical implications of this study are as follows: First, it is suggested indirectly that the role of SNS attributes, especially the motivation factors are different from those in the online community context. Second this study shows the importance of the mediate role of both addiction and commitment in the formation of brand equity while extant researches have focused only on the commitment. The practical implication of this study is that not only commitment but addiction factor is needed to include in the formation and executing marketing strategies and programs using SNS.