Research on Motivations of Consumer Engagement in Online Brand Community

Da Hai Li

doi:10.4028/www.scientific.net/AMM.321-324.3017

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HomeApplied Mechanics and MaterialsApplied Mechanics and Materials Vols. 321-324Research on Motivations of Consumer Engagement in...

Research on Motivations of Consumer Engagement in Online Brand Community

Abstract:

Drawing on the status of brand community research and the needs of enterprise practice, this paper explored the relationship between the motivation and the behavior of consumer engagement in online brand community from the consumer's perspective and concluded the driving forces of consumer engagement are social intercourse, information, entertainment, and benefit and achievement motivation. With factor analysis, motivation of consumers’ engagement in online brand community was studied to resolve the connotation underlying the brand community, which provides further reference for the company to select consumer-oriented strategy proposals on online brand community management.

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Periodical:

Applied Mechanics and Materials (Volumes 321-324)

Pages:

3017-3021

DOI:

https://doi.org/10.4028/www.scientific.net/AMM.321-324.3017

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Online since:

June 2013

Authors:

Da Hai Li

Keywords:

Consumer Engagement, Motivation, Online Brand Community

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