CAJ | 학술논문

本文从在线品牌社群的角度出发,研究UGC互动效用与用户品牌态度的关系,分析人际易感性在其中的调节作用。研究结果表明,UGC社会效用、UGC信息效用以及UGC娱乐效用对用户品牌态度都具有显著的正向影响;人际易感性中的规范易感性在UGC社会效用与用户品牌态度之间,以及UGC娱乐效用与用户品牌态度之间的调节作用显著;人际易感性中的信息易感性在UGC信息效用与用户品牌态度之间具有显著调节作用。
본문종재선품패사군적각도출발,연구UGC호동효용여용호품패태도적관계,분석인제역감성재기중적조절작용。연구결과표명,UGC사회효용、UGC신식효용이급UGC오악효용대용호품패태도도구유현저적정향영향;인제역감성중적규범역감성재UGC사회효용여용호품패태도지간,이급UGC오악효용여용호품패태도지간적조절작용현저;인제역감성중적신식역감성재UGC신식효용여용호품패태도지간구유현저조절작용。
This paper discussed the relationship between interactive utility of user- generated content and brand attitude, as well as the moderate effect of susceptibility to interpersonal influence from the perspective of online brand community. The study found that the social utility, information utility and entertainment utility positively influence brand attitude; normative influence factor in the susceptibility to interpersonal influence has moderate effect on the relationship between social utility and brand attitude as well as entertainment utility and brand attitude, however, informational influence factor in the susceptibility to interpersonal in- fluence has moderate effect on the relationship between information utility and brand attitude.