Consumers in an Online Brand Community: Uses and Gratifications, Social Capital, and Brand Loyalty

摘要

This study investigated (1) needs consumers bring to participation in and social resources generated in OBCs, (2) the process of how needs to use an OBC are gratified through achieving social resources available through the OBC, and (3) how outcomes of social interaction in the OBC influence loyalty toward the brand which the community endorses. Online survey conducted with 499 consumers who are members or visitors of an apparel, shoe, and/or accessory OBC. Results indicate that consumers\u27 needs to use an OBC did not directly influence the outputs of social capital accumulations such as knowledge sharing and community commitment. However, needs influence social capital accumulation, and these accumulations influence social capital outcomes (i.e., knowledge sharing, community commitment) and brand loyalty.