로지스틱 회귀분석을 이용한 제품구매군 판별에 영향을 미치는 커뮤니티 요인에 관한 연구

This paper attempts to identify the critical factors of on-line community and divide between purchasing group and non-purchasing group by the logistic regression analysis. This lays a foundation in developing companies' on-line community strategy. I considered the literature to be related for this study therefore. According to the preceding studies, four community factors as like communication, quality of information, interest and concern, members' participation are selected and purchase intention as dependent variable is used to testify the hypothesis. The statistic package, SPSS 10.0K, is used to survey and analyse data. The validity and reliability of variables are verified by both reliability analysis and factor analysis. Logistic regression analysis is used to test the hypothesis.As a result, communication, quality of information, interest and concern among community factors are accepted as significant factors and members' participation is rejected on discriminating between purchasing group and non-purchasing group. This study seems to help decrease the problems and the difficulties in purchasing products and activate community to research the relationship between community factors and repurchasing intentions.