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題名 Influences of Place Attachment and Social Media Affordances on Online Brand Community Continuance
作者 張欣綠
Chang, Hsin-Lu
王凱
Wang, Kai
戴基峯
Tai, Jeffrey C.F.
貢獻者 資管系
關鍵詞 Online brand community ; Service experience ; Brand engagement ; Place attachment ; Social media affordances ; Continuance intention
日期 2018-12
上傳時間 26-五月-2020 15:11:45 (UTC+8)
摘要 Online brand communities not only enhance customer loyalty and experience but also help in building a closer relationship among brands, suppliers, and other customers, contributing to a healthy and positive identification. Moreover, the emergence and rapid development of social media have brought customers to become an indispensable part of brand activities through conversation and co-creation with the brand. Factors that affect customers’ intentions for continual participation in online brand communities thus present a research opportunity to be explored as well as a research gap to be filled. Drawing on the place attachment theory and social media affordances perspectives, which serve as contextual and instrumental drivers, respectively, this research investigates the influence of place attachment and social media affordances on online brand community continuance. In addition, the mediating role of experience and brand engagement will be addressed in order to build a more holistic model on the causal relationships. The ultimate goal is to help us build a clearer picture of customers’ participation behavior in online brand communities.
關聯 Information Systems and e-Business Management,
資料類型 article
DOI https://doi.org/10.1007/978-3-319-99936-4_3
dc.contributor 資管系
dc.creator (作者) 張欣綠
dc.creator (作者) Chang, Hsin-Lu
dc.creator (作者) 王凱
dc.creator (作者) Wang, Kai
dc.creator (作者) 戴基峯
dc.creator (作者) Tai, Jeffrey C.F.
dc.date (日期) 2018-12
dc.date.accessioned 26-五月-2020 15:11:45 (UTC+8)-
dc.date.available 26-五月-2020 15:11:45 (UTC+8)-
dc.date.issued (上傳時間) 26-五月-2020 15:11:45 (UTC+8)-
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/129968-
dc.description.abstract (摘要) Online brand communities not only enhance customer loyalty and experience but also help in building a closer relationship among brands, suppliers, and other customers, contributing to a healthy and positive identification. Moreover, the emergence and rapid development of social media have brought customers to become an indispensable part of brand activities through conversation and co-creation with the brand. Factors that affect customers’ intentions for continual participation in online brand communities thus present a research opportunity to be explored as well as a research gap to be filled. Drawing on the place attachment theory and social media affordances perspectives, which serve as contextual and instrumental drivers, respectively, this research investigates the influence of place attachment and social media affordances on online brand community continuance. In addition, the mediating role of experience and brand engagement will be addressed in order to build a more holistic model on the causal relationships. The ultimate goal is to help us build a clearer picture of customers’ participation behavior in online brand communities.
dc.format.extent 3075293 bytes-
dc.format.mimetype application/pdf-
dc.relation (關聯) Information Systems and e-Business Management,
dc.subject (關鍵詞) Online brand community ; Service experience ; Brand engagement ; Place attachment ; Social media affordances ; Continuance intention
dc.title (題名) Influences of Place Attachment and Social Media Affordances on Online Brand Community Continuance
dc.type (資料類型) article
dc.identifier.doi (DOI) 10.1007/978-3-319-99936-4_3
dc.doi.uri (DOI) https://doi.org/10.1007/978-3-319-99936-4_3