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題名 Personality Traits That Lead Members of Online Brand Communities to Participate in Information Sending and Receiving
作者 張愛華
Chang,Ai-Hwa
貢獻者 企管系
關鍵詞 3M model ; personality ; traits
日期 2013.03
上傳時間 20-十一月-2013 17:42:37 (UTC+8)
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.
關聯 International Journal of Electronic Commerce, 17(3), 37-61
資料類型 article
dc.contributor 企管系en_US
dc.creator (作者) 張愛華zh_TW
dc.creator (作者) Chang,Ai-Hwaen_US
dc.date (日期) 2013.03en_US
dc.date.accessioned 20-十一月-2013 17:42:37 (UTC+8)-
dc.date.available 20-十一月-2013 17:42:37 (UTC+8)-
dc.date.issued (上傳時間) 20-十一月-2013 17:42:37 (UTC+8)-
dc.identifier.uri (URI) https://ah.lib.nccu.edu.tw/item?item_id=69647-
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), 37-61en_US
dc.subject (關鍵詞) 3M model ; personality ; traitsen_US
dc.title (題名) Personality Traits That Lead Members of Online Brand Communities to Participate in Information Sending and Receivingen_US
dc.type (資料類型) articleen