期刊名称：Organizations and Markets in Emerging Economies
印刷版ISSN：2029-4581
出版年度：2016
卷号：7
期号：2
页码：7-24
DOI：10.15388/omee.2016.7.2.14205
出版社：Vilnius University
摘要：The study focuses on the relationships between social motivational engagements, brand community commitment and repurchase intentions across marketer-generated and customer-generated online brand communities. The current study demonstrates that online brand community commitment mediates the effects of all the six motivational engagements (self-expression, connecting, helping, like-minded discussions, seeking assistance, and validation) on repurchase intention. The type of online brand community does not moderate any relationships between social motivational engagements and brand community commitment as expected. However, the current study demonstrates that the moderator affects the link between brand community commitment and repurchase intention indicating moderated mediation. In other words, the relationship between the two constructs becomes stronger in the marketer-generated online brand community. Consequently, the type of online brand community affects the links between the six social motivations and repurchase intention. Specifically, the effects of the six motivations on repurchase intention become stronger in the marketer-generated online community.
关键词：brand community; social motivational engagements; brand community commitment; repurchase intention.
其他关键词：brand community;social motivational engagements;brand community commitment;repurchase intention
