Understanding Consumers’ Behavioral Intentions on Knowledge Sharing in Brand Community:The Moderating Effects of Cultural Differences and Social Capital

• Main Authors: Anthony Li-Cheng,Loh, 羅立程
• Other Authors: Wann-Yih Wu
• Format: Others
• Language: en_US
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/12188004390259125045

碩士 === 國立成功大學 === 國際管理碩士在職專班 === 98 === The study attempts to gain a basic understanding of the social processes that lead members to share the knowledge and encourage their behaviors, such as membership continuance intentions, participation intentions, community recommendation intentions, and loyal to brand, together with testing the moderating effects for instance Hofstede’s cultural dimension of individualism-collectivism and social capital. The result presented three aspects of social identity, cognitive, affective and evaluative, are positively related to knowledge sharing and behavioral intentions. This study also examined the moderating effects by applying Hofstede’s cultural dimension of individualism-collectivism and social capital, in the same manner with social interactions and trust. Results of the survey stated that consumers are less individualistic and more collectivist has a greater willingness to share the knowledge. Also, moderate the relationship between brand community identification to knowledge sharing effects were found on social capital. However, the author found out there are no differences in community members’ behavior between the United States and Taiwan. This study was tested on the samples of six high-tech communities, being Apple MacIntosh, Nikon, as well as Canon, and totally 300 members from the United States and Taiwan.