패션 온라인 커뮤니티 특성이 브랜드 충성도에 미치는 영향 - 라이프스타일 집단 비교

Impact of Fashion On-line Community Characteristics on Brand Loyalty: Comparing Lifestyle Groups

&nbsp;&nbsp;Along with the Internet popularization, the on-line community appeared as a marketing tool and in recent its importance has been gradually increasing. Even in fashion enterprises, the on-line community in an aspect of a way to form the relations with customers with small expenses and finally raise the customer loyalty is being watched with keen interest. The purpose of this study is clarifying the differences of factors affecting to brand loyalty by subdivided group type according to lifestyle. As for this research, on-line survey was conducted by the fashion on-line community members in &quot;daum&quot; portal site and total 404 responses were used for analysis. For the data analysis, descriptive statistics, factor analysis, regression analysis, ANOVA, K-means cluster analysis were used by utilizing the SPSS 10.0 Program.<BR>&nbsp;&nbsp;The results of this study were as follow: First, it was found that characteristics of fashion on-line community are three factors of &quot;interactivity&quot;, &quot;information provision&quot; and &quot;interest provision&quot;. Second, the effect of fashion on-line community characteristic on brand loyalty by lifestyle groups showed different results based on &quot;interactivity&quot;, &quot;information provision&quot; and &quot;interest provision&quot;. It is considered that this study will help fashion enterprises establish an on-line community strategy to induce brand loyalty by analyzing the community utility features of fashion on-line community member.