A study on Influence Factors of Online Brand Community Identity and Behavioral Intention

摘要

With the popularity of the mobile Internet, the online brand community has become a must for corporate marketing. However, enterprises spend a lot of marketing costs to attract members of the community there are many maintain is neither involved in, but also retreated. This paper attempts to analyze the impact of perceived usefulness, perceived ease of use, perceived entertainment and trust on the online brand community's attitudes and behavioral intentions through SEM, and explores the practical methods of activating community members. The study found that perceived usefulness and trust have a significant direct positive impact on attitude; there is no significant direct correlation between perceived ease of use, perceived entertainment, and attitude; the attitude has a significant direct positive impact on behavioral intentions. The results show that enterprises should focus on improving the perceived usefulness and trust of the community when conducting online brand community marketing, followed by improving ease of use and enhancing entertainment. Through this method, marketing objectives such as improving community management efficiency, expanding brand influence, and improving profitability can be achieved.