کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1017364 940299 2013 6 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Transforming visitors into members in online brand communities: Evidence from China
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
پیش نمایش صفحه اول مقاله
Transforming visitors into members in online brand communities: Evidence from China
چکیده انگلیسی

Using observational learning theory, this study investigates how simply viewing posts can affect visitors' intentions to join an online brand community. The study finds that the viewing of posts leads to informational value and perceived social value, which in turn increases visitors' intentions to participate in the community. For visitors with brand ownership, both informational value and perceived social value play full mediating roles; for visitors without brand ownership, both values play partial mediating roles. In addition, for visitors with brand ownership, informational value is just as important as perceived social value in shaping their participation intentions; for those without brand ownership, perceived social value is more important than informational value. The findings enrich the brand community literature and provide implications for brand community development.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 66, Issue 12, December 2013, Pages 2438–2443
نویسندگان
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