상표가 다른 국가와 한국의 사회망에 영향을 미치는 연구 : BUILDING BRAND TRUST, BRAND LOYALTY ON SOCIAL NETWORKING SITES BETWEEN KOREAN AND NON-KOREAN PEOPLE

다국어 초록 (Multilingual Abstract)

Consumers and users now define the brand and have increasing control. This level of consumers and user‘s control increase the need for a strategic brand trust, brand loyalty and satisfaction that are strong, well founded and sufficiently engaging to inspire your users to be brand advocates. And users add real value to companies and their social network sites. They are people with feelings and attitudes and they expect their brands to know what they are and reflect them. Direct communication between brands and their users has never been more active and our behavior has never had greater visibility or consequences. This is reason for deeply research on this topic.
This study examines how brand trust and brand loyalty are affected by the following social network site factors: e-word of mouth, brand personality, perceived ease of use, experience, relationship commitment. The author also investigates the relationship between brand trust and brand loyalty on social network sites.

목차 (Table of Contents)

• CHAPTER 1: INTRODUCTION 9
• 1.1. Social networking sites 9
• 1.2. Brand and online environment 9
• 1.3. Organization of this paper 10
• CHAPTER 2 LITERATURE REVIEWS 12
• 2.1 Overviews about social networking sites in online environment 12
• 2.2 The stream of research about online brand and social networking sites 16
• 2.3 Introduction of brand trust and brand loyalty in online environment 18
• CHAPTER 3: RESEARCH MODEL AND HYPOTHEIS TESTING 26
• 3.1 Factors influenced on Brand Trust and Brand Loyalty 26
• 3.1.1 Word of Mouth (WOM) 26
• 3.1.2 Experience 27
• 3.1.3 Perceived ease of use 29
• 3.1.4 Relationship commitment 30
• 3.1.5 Brand personality 31
• 3.2 Proposed research model 32
• CHAPTER 4: DATA ANALYSIS AND HYPOTHESIS TESTING 37
• 4.1 Data collection 37
• 4.1.1 Overview 37
• 4.1.2 Data sample 38
• 4.2 Methodology of Analysis 42
• 4.2.1 Reliability 42
• 4.2.2 Hypothesis testing 49
• CHAPTER 5: DISCUSSION AND CONCLUSION 56
• CHAPTER 6: LIMITATIONS AND FUTURE RESEARCH 64
• CHAPTER 7: MARKETING IMPLICATIONS 68
• REFERENCES & APPENDIX 70