아파트 온라인 커뮤니티 특성과 충성도 간의 관계에 대한 연구

The Impact of Apartment On-line Community Characteristics on Brand Loyalty

1. CONTENTS (1) RESEARCH OBJECTIVES The purpose of this study to identify the characteristics of apartment on-line community, to investigate the differences of factors affecting brand loyalty. (2) RESEARCH METHOD This study was focused on survey analysis. The data for this analysis were collect from the questionnaire. The study followed 250 adults number of people living in a metropolitan district. Especially this study used to the SPSS and AMOS. (3) RESEARCH FINDINGS In the results of this survey, companies considered that apartment on-line community provides opporyunities to improve brand lovalit.y. 2. RESULTS First, characteristics of apartment on-line community were classified as three factors inter activity, information provision, experience provision. Second, attitudinal commitment and behavioral commitment were found to be significant factors affecting brand loyalty. Third, the empirical study provide basic informance for strategic marketing planning about apartment on-line community.