网络品牌社区的社会动机参与、品牌社区承诺和回购意向之间的联系

IF 0.9 Q3 ECONOMICS Organizations and Markets in Emerging Economies Pub Date : 2019-09-06 DOI:10.15388/OMEE.2016.7.2.14205

Ramūnas Časas, Tomas Palaima, Lasha Mironidze

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引用次数: 9

摘要

这项研究的重点是营销人员生成和客户生成的在线品牌社区的社会动机参与、品牌社区承诺和回购意向之间的关系。目前的研究表明，在线品牌社区承诺对所有六种动机参与（自我表达、联系、帮助、志同道合的讨论、寻求帮助和验证）对回购意愿的影响起中介作用。在线品牌社区的类型并没有像预期的那样调节社交动机参与和品牌社区承诺之间的任何关系。然而，目前的研究表明，调节因子影响品牌社区承诺和回购意向之间的联系，表明调节因子的中介作用。换句话说，在营销人员生成的在线品牌社区中，这两种结构之间的关系变得更加牢固。因此，网络品牌社区的类型影响了六种社会动机与复购意愿之间的联系。具体而言，在营销人员生成的在线社区中，这六种动机对回购意愿的影响变得更强。

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The Links Between Social Motivational Engagements, Brand Community Commitment and Repurchase Intention Across Online Brand Communities

The study focuses on the relationships between social motivational engagements, brand community commitment and repurchase intentions across marketer-generated and customer-generated online brand communities. The current study demonstrates that online brand community commitment mediates the effects of all the six motivational engagements (self-expression, connecting, helping, like-minded discussions, seeking assistance, and validation) on repurchase intention. The type of online brand community does not moderate any relationships between social motivational engagements and brand community commitment as expected. However, the current study demonstrates that the moderator affects the link between brand community commitment and repurchase intention indicating moderated mediation. In other words, the relationship between the two constructs becomes stronger in the marketer-generated online brand community. Consequently, the type of online brand community affects the links between the six social motivations and repurchase intention. Specifically, the effects of the six motivations on repurchase intention become stronger in the marketer-generated online community.

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来源期刊

Organizations and Markets in Emerging Economies ECONOMICS-

CiteScore

1.60

自引率

0.00%

发文量

审稿时长

20 weeks

期刊介绍： The journal aims to contribute to the development and dissemination of multidisciplinary knowledge on organizations and markets in emerging economies, to increase dialogue among scholars focused on a specific emerging economy or region and to encourage and give an outlet to high quality scholarship, both local and international, to this subject. Organizations and Markets in Emerging Economies welcomes analysis of emerging economies from the perspectives of organizational sciences, marketing, economics, finance and related disciplines. The journal appreciates studies that highlight specificities and patterns that occur in emerging economies and develop new empirical and theoretical knowledge on the subject.