뷰티 브랜드 커뮤니티 참여자의 감성지능특성과 조직시민행동 연구: 긍정심리자본과 셀프리더십의 매개효과를 중심으로

Abstract

The community in the field of beauty plays a role in establishing relationships with brands, or other members from a consumer's perspective. Therefore, this requires consideration of factors that lead consumers to collective action within the brand community and social and psychological prior variables that affect these behaviors. In this study, the emotional intelligence characteristics of participants are an essential factor in the beauty brand community and are an important aspect of the formation of positive psychological capital for members. Besides, the study sought to identify structural relationships that contribute to the performance of the network through selfleadership of members formed by influencing the formation of high levels of exchange relationship quality among members. To this end, the frequency analysis, reliability and validity verification, measurement model analysis, and path analysis were performed on 600 beauty community activity experience users using the SPSS and AMOS statistical packages. The results are as follows:First, self-awareness, social-aware, self-management, and relationship management skills of the participants in the beauty brand community's emotional intelligence characteristics have a significant impact on self-efficacy. Second, self-awareness, self-management, and relational management of emotional intelligence characteristics of beauty brand community participants had a significant impact on resilience, but social-aware capability wasn't significant to resiliency. Third, the self-efficacy and resilience of the positive psychological capital of beauty brand community participants had a significant impact on self-leadership. Fourth, the self-leadership of beauty brand community participants had a significant impact on organizational citizenship.