A Study on the Effects of Online Brand Community Identity on the Characteristics of Community Activity and Behavioral Responses

摘要

The present study investigated the effects of online brand community identity on the characteristics of community activity and behavioral responses. Based on empirical research using questionnaires with 117 consumers who were participating in an online brand community, the study found the following results: First, online brand community identity affected normative community pressure and community bond, and the normative community pressure had a negative effect on the user's intention to maintain participation in the community. Second, online brand community bond did not have a statically significant effect on normative community pressure. Lastly, online brand community bond affected community commitment, which, in turn, affected the user's intention to maintain participation, collaborative brand production, and brand word-of-mouth activities. The results of the study shed light on the importance of exerting efforts to manage consumer relationships through online brand community, particularly for the industry where online brand community leads to brand purchasing behavioral responses of their consumer.