화장품 소비자의 심리적 브랜드 커뮤니티 내재화 연구

Abstract

As the number of participants in the cosmetics brand community increases, it is necessary for members to identify the differentiated cognitive and affective reaction in the brand community and the impact of individual psychologies on the behavioral reaction of organizational members. In this study, focusing on the internalization of the psychological brand community to identify the stages of cognitive, affective, and behavioral reactions, it apply them as concrete variables such as shared value creation, emotional intelligence, servent leadership, and organizational validity and identify the structural impact relationship leading to each stage. To this study, the questionnaire method was applied to community activity experienced people, and the total 711 samples were collected through preliminary surveys and mainl survey. Furthermore, frequency analysis, reliability verification, validity verification, measurement model analysis and path analysis conducted using SPSS and AMOS statistical tools. The results of the above path analysis are as follows. First, as a result of analyzing path relationships between shared value creation factors and emotional intelligence(self-awareness, social awareness) in psychological brand communities, growth, uniqueness, and continuity had a significant impact on self-awareness, but solidarity did not have a significant impact on self-awareness. And growth, solidarity, uniqueness and continuity all had a significant impact on social consciousness. Second, as a result of analyzing the path relationship between emotional intelligence and Servant leadership of participants in the psychological brand community, self-awareness and social consciousness all had a significant impact on Servant leadership. Third, as a result of analyzing the path relationship between the service leadership and the organization's internalization in the psychological brand community, the servant leadership had a significant impact on the organization's internalization.