| Summary: | 碩士 === 國立臺北大學 === 企業管理學系碩士在職專班 === 102 === Brand community is a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand. In recent years, more and more companies establish their own brand community to strengthen the relationship with the customers, and thereby improve customer satisfaction and develop their loyal customer base; while the internet explosion resulted in the transition from physical brand communities to virtual ones has created new opportunities to the marketers to maximize the social influence of brand community.
This study investigates the antecedents of proactive participation behavior of virtual brand community members, and incorporates mediating mechanisms and moderating effects. Based on the well-established uses and gratifications paradigm and the social influence model of virtual community participation that developed by previous studies, a comprehensive model is proposed to incorporate community value as the antecedent inducing the positive emotions (satisfaction and identification) of community members, and intention as a mediating mechanism transforming satisfaction and identification into proactive participation behavior. Our suvey-based study which was conducted on a sample of an aftermarket online brand community, supports the proposed model and finds further that the usability experience moderates members’ intention on proactive participation. We conclude with a consideration of managerial and research implications of the findings.
Keyword: Virtual brand community; Proactive participation behavior; Community value; Satisfaction; Identification; Intention
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