| dc.contributor | 企管系 | en_US |
| dc.creator (作者) | 張愛華 | zh_TW |
| dc.creator (作者) | Chang,Ai-Hwa | en_US |
| dc.date (日期) | 2013.03 | en_US |
| dc.date.accessioned | 20-Nov-2013 17:42:37 (UTC+8) | - |
| dc.date.available | 20-Nov-2013 17:42:37 (UTC+8) | - |
| dc.date.issued (上傳時間) | 20-Nov-2013 17:42:37 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/61729 | - |
| dc.description.abstract (摘要) | An online brand community is a powerful arena for marketers to cultivate customer relationships. The level of participation is a clear indicator when distinguishing the levels of strength and types of involvement in a brand community. However, research explaining the personality traits and motivations of online brand community members, as relevant to their participative behaviors, is lacking. By adopting the 3M model as a theoretical foundation, this study examines personality traits as the antecedents of the participative behavior of online brand community members; that is, the disposition to receive information and to send market information to others when using the online platform. Based on the results of an online survey, this paper illustrates a hierarchical structure of traits interplaying at various levels to provide a nomological net for predicting behavioral intention. The results indicate that identification with a brand community and value consciousness are key predictors that encourage participation in receiving and sending information. This study provides a more comprehensive and theoretically based perspective that emphasizes sound strategic options to influence brand community participation. | en_US |
| dc.format.extent | 338037 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.language.iso | en_US | - |
| dc.relation (關聯) | International Journal of Electronic Commerce, 17(3), 37-61 | en_US |
| dc.subject (關鍵詞) | 3M model ; personality ; traits | en_US |
| dc.title (題名) | Personality Traits That Lead Members of Online Brand Communities to Participate in Information Sending and Receiving | en_US |
| dc.type (資料類型) | article | en |
