온라인 개인 커뮤니티 몰입에 대한 개인적 동일시와 사회적 동일시의 역할에 관한 연구

The Roles of Personal Identification and Social Identification on the Online Personal Community Commitment

&nbsp;&nbsp;It can be explaned by congruity theory as a process that consumers engage in a matching process to identify brands that are congruent with their self-images to find the identification between the self and the brand. Brand cues that evoke certain images (e.g., prestige) are viewed as activating similar beliefs about the self (e.g., high status). Individuals prompt a comparison process to determine whether the brand and self-image are congruent and imagine prototypical users of alternative brands and select ones that maximize similarity to their actual or desired self-concept.<BR>&nbsp;&nbsp;Identity is devided into personal identity and social identity. Consumers are likely to be influenced by both personal identity and social identity.<BR>&nbsp;&nbsp;In this article the influencing factors of the commitment to on-line personal community are explored by the sources of both personal identification and social identification.<BR>&nbsp;&nbsp;The results are as follows. The maintenance and enhancement of personal self influences the level of personal identification positively and the maintenance and enhancement of social self influences the level of social identification positively. The level of both social and personal identification positively influence the commitment to on-line personal community which gives positive affects to the enterprise that allows the cyberspace and the other benefits to be used.