SNS 프로슈머활동 특성과 관계품질이 이용자만족과 충성의도에 미치는 영향
The Effect of SNS Prosumer Activity Characteristics and Relationship Quality on User Satisfaction and Loyalty Intention
- 발행
- 2019
- 소속·발행
- 경희대학교 경영대학원 겸임교수
- 출처
- 국내 KCI
- DOI
- 10.7469/JKSQM.2019.47.1.125
- 원문등록
- 2019-03-31
- 원문
- 원문 보기 ↗
개념
키워드
SNS, Prosumer, Relationship Quality, User Satisfaction, Loyalty Intention, SNS, Prosumer, Relationship Quality, User Satisfaction, Loyalty Intention
초록
Purpose: The present research was designed to explore a causal relationship among SNS prosumer characteristics, relationship quality, user satisfaction, and loyalty intention, and we intended to explore mediating role of relationship quality in the causal relationship.
 Methods: As survey tool, questionnaire that had obtained validity and reliability through literature survey and pretest survey, and sample 214 was analyzed using SEM analysis method.
 Results: All theoretical relationships, except the relationship between information provision and relational quality, proved to be significant. The relationship quality plays an important intermediary role in the research model.
 Conclusion: The characteristics of SNS prosumer activity can be summarized by interaction and informational provision. To increase user satisfaction and loyalty, it is necessary to support these characteristics and strengthen relationships with customers.