페이스북 브랜드 팬페이지에서 브랜드 충성도의 구축 : 준사회적 관계의 매개 역할과 자기해석의 조절효과를 중심으로

초록

This study examined the mediating roles of parasocial interaction and the moderating effects of self-construal in the process of forming brand loyalty on Facebook brand fan page. The study selected subjects who not only had exposed to brand fan pages on Facebook, but also had experienced more than once activities such as ‘likes’, ‘comments’, ‘shares’. This study was conducted on a total of 291 respondents through the survey company. The results are as follows. First, perceived interactivity and brand openness have positive effects on parasocial interaction and brand loyalty. Second, consumers with higher interdependent self-construal showed more positive brand loyalty when perceived interactivity was higher, while consumers with higher independent self-construal showed higher brand loyalty when perceived openness was higher. This shows a moderating effect of self-construal. Third, the positive influence of perceived interactivity on brand loyalty according to interdependent self-construal and the positive effect of brand openness on brand loyalty according to independent self-construal is mediated by parasocial interaction. Therefore, this study has an academic significance in that it has verified the differential effects of self-costraul, which is the internal tendency of consumers, which was overlooked in the previous studies. In addition, it can provide practical implications when companies or brands conduct marketing communications on Facebook.

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