B2B 거래환경에서 SNS 활용과 기업 브랜드 신뢰와의 관계open accessThe Relationship Between SNS and Firm’s Brand Trust in B2B Context
- Other Titles
- The Relationship Between SNS and Firm’s Brand Trust in B2B Context
- Authors
- 김지혜[김지혜]; 이원준[이원준]; 강윤정[강윤정]
- Issue Date
- 2016
- Publisher
- 한국IT서비스학회
- Keywords
- Social Network Service; Business-to-Business; Brand Intimacy; Brand Attachment; Brand Trust
- Citation
- 한국IT서비스학회지, v.15, no.3, pp.127 - 145
- Indexed
- KCI
- Journal Title
- 한국IT서비스학회지
- Volume
- 15
- Number
- 3
- Start Page
- 127
- End Page
- 145
- URI
- https://scholarworks.bwise.kr/skku/handle/2021.sw.skku/39783
- DOI
- 10.9716/KITS.2016.15.3.127
- ISSN
- 1975-4256
- Abstract
- This paper aims to investigate empirically how brand trust can be formed from the customer-brand relationship through a direct use of firm’s SNS in B2B context. The brand trust is fundamental elements to understanding of long-term relationship in a B2B context. To achieve the objectives of this study, data collection is through a personally administered questionnaire, and a total of 180 questionnaires was collected from the buyer or supplier who frequently visited partner’s firm SNS. Excluding missing data, 120 usable data were analyzed. From the results, first, three SNS motivations (i.e. Information, social and entertainment) has a positive impact on the perceived value of SNS (i.e. perceived usefulness and perceived enjoyment). Second, the perceived usefulness and perceived enjoyment positively affect customer-brand relationship (brand intimacy, brand attachment). Third, the customer-brand relationship is positively related to brand trust. Implications, limitations and future research directions of the study were also discussed. These findings help managers in developing and implementing the relation between SNS use and a customer-brand relationship for long-term relationship in B2B.
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Collections - Graduate School of Business Administration > ETC > 1. Journal Articles
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