Online brand community: through the eyes of Self-Determination Theory
Online brand community: through the eyes of Self-Determination Theory
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DOI：
10.1108/intr-01-2015-0017
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发表时间：
2016-07
期刊：
影响因子：
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通讯作者：
J. B. Kelley;D. Alden
中科院分区：
文献类型：
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作者：
J. B. Kelley;D. Alden
- 本文旨在运用自我决定理论解释品牌网站互动性下的在线品牌社群认同内化过程。本研究的第二个目的是探讨几个个体差异因素和品牌特定结构在预测品牌网站互动性方面的作用。，-本研究提出了品牌网站互动性的OBC动机发展连续体。因此，一个国家的面板收集了一个著名的在线调查公司和结构方程模型被用来测试所提出的模型。作者研究了四个品牌相关的前因和中介（品牌参与自我概念，规范性影响的敏感性，意见领袖和消费者创新性），并发现了品牌参与自我概念和目的性动机作为品牌网站互动性中介的不同作用的证据。营销经理可以使用所提出的模型作为一个有用的工具，了解如何定位和激励细分特定的消费者的方式，将增加管理者的OBC建设战略的有效性。本研究利用差异性理论解释品牌网站互动性的内化过程。进一步探讨了品牌网站互动性的前因和中介因素。
– The purpose of this paper to use Self-Determination Theory (SDT) to explain the online brand community (OBC) identity internalization process through brand website interactivity. Secondary purpose of the research is to explore the role of several individual difference factors and brand-specific constructs in predicting brand website interactivity. , – This study proposes the OBC motivation development continuum of brand website interactivity. Thus, a national panel was collected by a reputable online survey firm and a structural equation model was used to test the proposed model. , – The authors examined four brand-related antecedents and mediators (brand engagement in self-concept, susceptibility of normative influence, opinion leadership, and consumer innovativeness) and found evidence of the differing roles that brand engagement in self-concept and purposive motives play as mediators to brand website interactivity. , – Marketing managers can use the proposed model as a useful tool for understanding ways to target and motivate segment specific consumers in ways that will increase the effectiveness of managers’ OBC building strategies. , – This study utilized SDT to explain the internalization process of brand website interactivity. Further, several individual difference factors were explored as antecedents and mediators of brand website interactivity.