Title Page 1

Abstract 4

Contents 6

Ⅰ. Introduction 13

1. Research Background 13

(1) Theoretical Background 13

(2) Realistic Background 15

2. Research Purpose and Research Significance 17

(1) Research Purpose 17

(2) Research Significance 18

3. Research Content 19

4. Research Methods and Research Ideas 21

(1) Research Methods 21

(2) Research Ideas 22

5. Research Innovation Points 24

Ⅱ. Theoretical Foundation and Literature Review 25

1. Theoretical Basis 25

(1) SOR Theory 25

(2) Social Influence Theory 27

2. Literature Overview of Cross-Border E-Commerce 29

3. Literature Overview of User Generated Content 33

(1) Overview of the concept of User Generated Content 33

(2) Dimensional division of User Generated Content 35

(3) Research Related to User Generated Content 40

4. Literature Overview of Brand Attachment Behavior for the Environment 44

(1) Overview of the concept of Brand Attachment 44

(2) Dimensional division of Brand Attachment 49

(3) Research on Brand Attachment 51

(4) Factors affecting brand attachment 66

5. Literature Overview of Brand Integration 79

(1) Overview of the concept of Brand Integration 79

(2) Dimensional division of Brand Integration 83

(3) Research Related to Brand Integration 88

6. Literature Overview of Platform Information Interaction 92

(1) Overview of the concept of Platform information interaction 92

(2) Dimensional division of Platform information interaction 95

(3) Scenario Construction for Platform information interaction 98

7. Literature Review 100

Ⅲ. Research Design 103

1. Proposition of Research Hypothesis 103

(1) The relationship between User Generated Content and Consumer Brand Attachment 103

(2) Relationship between User Generated Content and Brand Integration 106

(3) The Relationship between Brand Integration and Consumer Brand Attachment 108

(4) The mediating role of Brand Integration 110

(5) Platform information interaction plays a mediating role between User Generated Content and Brand Integration 111

2. Construction of Research Model 113

3. Scale Determined 117

1) User Generated Content Scale 117

2) Brand Attachment Scale 118

3) Brand Integration Scale 119

4) Platform information interaction scale 120

4. Survey Design 122

5. Questionnaire Pre-survey and Reliability and Validity Analysis 122

(1) Questionnaire pre-survey 122

(2) Reliability analysis 123

(3) Validity analysis 124

6. Distribution and Collection of Formal Questionnaires 132

Ⅳ. Data Analysis 135

1. Descriptive Statistical Analysis 135

2. Confirmatory Factor Analysis 137

(1) Fit analysis of user-generated content variables 137

(2) Fit analysis of brand attachment variables 138

(3) Fit analysis of brand integration variables 138

(4) Fit analysis of platform information interaction variables 139

(5) Fit analysis of the overall model 140

3. Regression Analysis 146

(1) The relationship between User Generated Content and Brand Attachment 146

(2) Relationship between User Generated Content and Brand Integration 150

(3) The Relationship between Brand Integration and Brand Attachment 154

(4) The mediating role of Brand Integration 158

(5) The Moderating Role of Platform information interaction 164

4. Discussion 176

1) The Relationship between User Generated Content and Brand Attachment 177

2) The Relationship between User Generated Content and Brand Integration 178

3) The Relationship between Brand Integration and Brand Attachment 179

4) The Mediating Role of Brand Integration 181

5) The Moderating Role of Platform information interaction 182

5. Suggestions 183

(1) Suggestion on User Generated Content 183

(2) Suggestion on Brand Integration 185

(3) Suggestion on Platform information interaction 186

Ⅴ. Conclusion 189

1. Research Conclusion 189

2. Research Limitation and Prospects 192

References 194

Appendix. Survey Questionnaire 203

한글초록 212

Table 3-1. User Generated Content Scale 118

Table 3-2. Brand Attachment Scale 119

Table 3-3. Brand Integration Scale 120

Table 3-4. Platform information interaction Scale 121

Table 3-5. Initial Scale Reliability Test Table 124

Table 3-6. KMO and Battlett Test of the Initial Scale of User Generated Content 126

Table 3-7. Overall Variance Analysis of the User Generated Content Initial Scale 126

Table 3-8. User Generated Content Initial Scale Matrix 127

Table 3-9. Brand Attachment Initial Scale KMO and Batrlett Test 127

Table 3-10. Overall Variance Analysis of Brand Attachment Initial scale 128

Table 3-11. Brand Attachment Initial Scale Matrix 128

Table 3-12. Information Interaction Initial Scale KMO and Battlett Test 129

Table 3-13. Information Interaction Initial Scale Overall Variance Analysis 129

Table 3-14. Platform information interaction initial scale matrix 130

Table 3-15. Brand Integration Initial Scale KMO and Batrlett Test 130

Table 3-16. Overall Variance Analysis of Brand Integration Initial Scale 131

Table 3-17. Brand Integration Initial Scale Matrix 131

Table 3-18. Basic Personal Characteristics of the Formal Questionnaire (n＝516) 132

Table 4-1. Descriptive Statistical Analysis Results of Each Variable (n＝516) 135

Table 4-2. User-Generated Content variables' Fit Index 137

Table 4-3. brand attachment variables' Fit Index 138

Table 4-4. brand integration variables' Fit Index 139

Table 4-5. platform information interaction variables' Fit Index 139

Table 4-6. Fit Index of the overall model 140

Table 4-7. Convergent Validity of User Generated Content 142

Table 4-8. Convergent validity of Brand Attachment 142

Table 4-9. Convergent validity of Brand Integration 143

Table 4-10. Convergent validity of Platform information interaction 144

Table 4-11. Discriminant Validity 145

Table 4-12. Regression Analysis of the Dimensions of User Generated Content and... 147

Table 4-13. Regression Analysis of the Dimensions of User Generated Content and... 148

Table 4-14. Regression Analysis of Each Dimension of User Generated Content and... 149

Table 4-15. Regression Analysis of Various Dimensions of User Generated Content... 151

Table 4-16. Regression Analysis of Various Dimensions of User Generated Content... 152

Table 4-17. Regression Analysis of User Generated Content Dimensions and Cultural Integration 153

Table 4-18. Regression Analysis of Various Dimensions of Brand Integration and Brand Attachment 155

Table 4-19. Regression Analysis of the Dimensions of Brand Integration and Brand Affection 156

Table 4-20. Regression Analysis of Each Dimension of Brand Integration and Self-brand Connection 157

Table 4-21. Regression Analysis of Community Integration as a Mediator 159

Table 4-22. Regression Analysis of Emotional Integration as a Mediator 161

Table 4-23. Regression Analysis of Cultural Integration as a Mediator 162

Table 4-24. The Regulatory Effect of Personalization on User Generated Content and... 165

Table 4-25. The Moderating Effect of Responsiveness on User Generated Content and... 166

Table 4-26. The Moderating Effect of Entertainment on user Generated Content and... 167

Table 4-27. The Moderating Effect of Mutuality on User Generated Content and Brand Integration 168

Table 4-28. Path Analysis Results of the Model 169

Table 4-29. Bootstrap Mediation Effect Verification Results 171

Table 4-30. Mediation Path Verification Results 172

Table 4-31. Moderation Effect Verification Results 173

Table 4-28. Summary of Hypothesis Verification Results 176

 글로벌 경제 통합과 인터넷 기술의 급속한 발전으로 인해, 국경 간 전자상거래 B2C 플랫폼은 전 세계 소비자와 브랜드를 연결하는 중요한 다리가 되어 왔다. 사용자 생성 콘텐츠는 이러한 플랫폼에서 매우 중요한 역할을 하며, 실제 사용자 피드백과 상호 작용을 통해 다른 소비자의 구매 결정과 브랜드 충성도에 상당한 영향을 미친다. 그러나 중국 기업들은 글로벌화 과정에서 과잉 생산 능력과 국제 브랜드 경쟁이라는 이중 과제에 직면해 있어, 효과적인 브랜드 관리와 혁신적인 마케팅 전략을 통해 국제적 이미지와 경쟁력을 높일 필요가 있다.

본 연구는 사용자 생성 콘텐츠가 브랜드 통합 과정을 통해 소비자의 브랜드 애착에 어떤 영향을 미치는지 심층적으로 탐구하고자 한다. 특히 브랜드 통합의 매개 역할과 정보 상호 작용의 조절 역할을 고찰한다. 설문 조사와 통계 분석을 통해 사용자 생성 콘텐츠, 브랜드 통합, 브랜드 애착에 대한 다수의 소비자 데이터를 수집하고 분석했다. 국경 간 전자 상거래 플랫폼을 배경으로 플랫폼에서 생성된 콘텐츠가 어떻게 직접 또는 브랜드 통합을 통해 간접적으로 소비자의 감정적 의존도와 충성도를 높이는지 연구 가설을 탐구했다.