How do motivations for commitment in online brand communities evolve? The distinction between knowledge- and entertainment-seeking motivations

作者：

Highlights：

• A model of motivational hierarchy can be applied to online brand communities (OBCs).

• Different initial motivations follow different routes to commitment with OBCs.

• Knowledge-seeking motives can lead to commitment via satisfaction.

• Knowledge-seeking motives can lead to commitment via fulfilling symbolic motives.

• Entertainment-seeking motives can lead to commitment only via symbolic motives.

摘要

•A model of motivational hierarchy can be applied to online brand communities (OBCs).•Different initial motivations follow different routes to commitment with OBCs.•Knowledge-seeking motives can lead to commitment via satisfaction.•Knowledge-seeking motives can lead to commitment via fulfilling symbolic motives.•Entertainment-seeking motives can lead to commitment only via symbolic motives.

论文关键词：Motivation,Brand community,Satisfaction,Commitment,Knowledge,Entertainment

论文评审过程：Received 21 April 2017, Revised 21 July 2017, Accepted 10 September 2017, Available online 10 September 2017, Version of Record 16 October 2017.

论文官网地址：https://doi.org/10.1016/j.chb.2017.09.016