摘要：Previous studies of brand community (BC) have not specifically discussed customers’ motivation to identify and integrate into BC. Based on a motivation, opportunity, and ability (MOA) perspective, this study proposes there are two major consumer motivations: self- and social-related motivation. Self-related motivation consists of enjoyment and knowledge, while social-related motivation consists of affiliation and social status. These motives, along with the opportunity and ability that customers have, influence their integration into BC. Based on extensive interviews with community members and leaders, this study validates the proposed model through quantitative methods. The findings indicate that self- and social-related motivation play significant roles in members’ identification and integration related to BC. Moreover, opportunity and ability also interact with these motives.
关键词：Self-related motivation;social-related motivation;opportunity;ability;social identity;brand community
