온라인 커뮤니티 특성이 참여도와 구매의도에 미치는 영향 : 오피니언 리더십의 조절효과

In the era of deepening integration between the digital economy and social media, online communities have emerged not only as key platforms for consumers to obtain information, engage in social interactions, and make purchasing decisions, but also as strategic infrastructures in the business landscape. Therefore, this study explores how the characteristic factors of online communities promote user participation and how they relate to purchasing behavior. Four characteristics of online communities—fame, reliability, efficiency, and interactivity—were set as independent variables. Participation was treated as a mediating variable, and the role of opinion leadership was set as a moderating variable, in order to systematically examine the mechanism by which these factors influence online purchase intention. The hypothesis testing produced the following results. First, all four characteristics of online communities—Fame, reliability, efficiency, and interactivity—had a positive effect on online participation. Second, participation positively influenced purchase intention, and its mediating role was verified. However, the moderating effect of opinion leadership was not found to be statistically significant. In conclusion, this study demonstrates that enhancing the characteristics of online communities can effectively increase user participation and purchase intention. These findings offer practical insights and references for entrepreneurs and marketing professionals in managing and utilizing online communities.