목차

Ⅰ. Introduction 1
1.1. Research Background 1
1.2. The Purpose of Research 4
1.3. Research Methodology 5
1.4. Structure of the Thesis 5
Ⅱ. Literature Review 7
2.1. Brand Anthropomorphism and Brand Anthropomorphism on SNS 7
2.1.1. The definitions of brand anthropomorphism 7
2.1.2. The dimensions of brand anthropomorphism 9
2.1.3. Previous studies of brand anthropomorphism 14
2.1.4. Brand anthropomorphism on SNS 16
2.2. Social Presence 18
2.2.1. The definition of social presence 18
2.2.2. The dimensions of social presence 20
2.2.3. Previous studies of social presence 23
2.3. Consumer Brand Identification 25
2.3.1. The definition of consumer brand identification 25
2.3.2. The dimensions of consumerbrand identification 26
2.3.3. Previous studies of consumerbrand identification 27
2.4. Consumer brand evangelism 29
2.4.1. The definition and dimensions of consumer brand evangelism 29
2.4.2. Previous studies of brand evangelism 31
Ⅲ. Theoretical basis and hypothesis 34
3.1. Theoretical basis 34
3.1.1. Regulatory focus theory 34
3.1.2. Cognitive-affective system theory 36
3.2. Hypothesis 39
3.2.1. The relationship of brand anthropomorphism and brand evangelism 39
3.2.2. The relationship of brand anthropomorphism and social presence 40
3.2.3. The relationship of social presence and consumer brand Identification 41
3.2.4. The relationship of social presence and brand evangelism 42
3.2.5. The relationship of brand anthropomorphism and consumer brand identification 43
3.2.6. The relationship of consumer brand identification and consumer brand evangelism 45
3.2.7. The mediating effect of social presence between brand anthropomorphism and consumer brand evangelism 46
3.2.8. The mediating effect of consumer brand identification between and brand anthropomorphism and consumer brand evangelism 47
3.2.9. The chain mediating effect of social presence and consumer brand identification between brand anthropomorphism and consumer brand evangelism 47
3.2.10. The moderating effect of prevention-focus 48
Ⅳ. Research Design 51
4.1. Questionnaire Design 51
4.2. Data Collection 52
4.3. Variables 54
4.3.1. Definition of variables in this thesis 54
4.3.2. Measurement of variables 55
4.4. Statistical Method 56
Ⅴ. Empirical Results 58
5.1. Descriptive Statistics 58
5.2. Reliability Analysis 60
5.3. Exploratory Factor Analysis 60
5.4. Confirmatory Factor Analysis 62
5.4.1. Model fitting test 62
5.4.2. Convergent validity 68
5.4.3. Discriminant validity 70
5.5. Correlation Analysis 70
5.6. Hypotheses Test Results 72
5.7. The Mediation Analysis 74
5.8. The Moderation Analysis of Prevention Focus 77
5.8.1. Simple slope test 80
VI. Conclusion and implications 81
6.1. Conclusion 81
6.2. Implications 85
6.3. Limitation and the Future Research 87
Reference 90
국 문 초 록 109
Questionnaire Survey 111
問卷調査 118
감사의 글 124