The Influence of Motivational Affordance of Brand Social Media on Consumer’s eWoM Communication

• Main Author: 郭俊宏
• Other Authors: Chi-Feng Tai
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/f3dgh3

碩士 === 國立嘉義大學 === 資訊管理學系研究所 === 105 === eWoM communication have been concerned by marketing research in recently years, because brands can impact other`s attitude or behavior toward products through consumer`s eWoM communication. In the past, the antecedents of eWoM seldom discussed from technical aspect. Due to this reason, this research adds the antecedents from technical aspect to investigate eWoM. From the technical aspect in the research model, eWoM is influenced by online community satisfaction and online social community is influenced by online community experience. In addition, from the brand aspect, eWoM is influenced by brand attachment and brand attachment is influenced by brand engagement. Finally, online community experience and brand engagement are influenced by motivational affordance of online social media. Data collected from 305 online users in brand fans pages provide support for the proposed model. The study shows motivational affordance positively influence brand engagement and online community experience, brand engagement and online community further influence brand attachment and online community satisfaction respectively. It`s notable that brand attachment significantly influences eWoM but online community doesn`t. We also propose research implication and practice implication in discussion as recommendation of research results.