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How Do Motivations for Commitment in Online Brand Communities Evolve? The Distinction Between Knowledge- and Entertainment-Seeking Motivations

Tseng, T.; Huang, H.; Setiawan, A.

How Do Motivations for Commitment in Online Brand Communities Evolve? The Distinction Between Knowledge- and Entertainment-Seeking Motivations Thumbnail


Authors

T. Tseng

A. Setiawan



Abstract

The current study used the concept of motivational hierarchy to investigate how commitment is developed in online brand communities. By examining the online brand communities of two functional (Canon and Nikon) and two symbolic brands (Coca-Cola and Starbucks), the study focused on two pragmatic motives, knowledge- and entertainment-seeking motives, that served as the members’ initial drives to participate in online brand communities. The findings suggested that different initial motives followed different hierarchical routes to form commitment. Specifically, members with knowledge-seeking motives to participate in online brand communities became committed via two routes: with or without symbolic motives. On the other hand, entertainment-seeking members became committed only via the route through symbolic motives. Pragmatic and symbolic motives were connected by satisfaction, which could be seen as a proxy whether or not the pragmatic and symbolic motives were fulfilled.

Citation

Tseng, T., Huang, H., & Setiawan, A. (2017). How Do Motivations for Commitment in Online Brand Communities Evolve? The Distinction Between Knowledge- and Entertainment-Seeking Motivations. Computers in Human Behavior, 77, 326-335. https://doi.org/10.1016/j.chb.2017.09.016

Journal Article Type Article
Acceptance Date Sep 10, 2017
Online Publication Date Sep 10, 2017
Publication Date Dec 6, 2017
Deposit Date Sep 11, 2017
Publicly Available Date Sep 10, 2018
Journal Computers in Human Behavior
Print ISSN 0747-5632
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 77
Pages 326-335
DOI https://doi.org/10.1016/j.chb.2017.09.016
Public URL https://durham-repository.worktribe.com/output/1349473

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