探索在線品牌社區的信息共享

THUIR > College of Management > Global Master of Business Administration > Master's Theses > Item 310901/31890

Please use this identifier to cite or link to this item: http://140.128.103.80:8080/handle/310901/31890

Title:	探索在線品牌社區的信息共享
Other Titles:	Exploring Information Sharing in Online Brand Community
Authors:	溫沛寧 CECILIA WENING PRISMANINGTYAS
Contributors:	吳祉芸;謝慧璋 Dr. CHIH-YUN WU;Dr. SARA H. HSIEH 國際企業管理碩士學位學程
Keywords:	在線品牌社區 Online Brand Community
Date:	2019
Issue Date:	2019-12-17T01:56:59Z (UTC)
Abstract:	Online brand communities offer many benefits, such as brand loyalty and creating brand relationship. Therefore, it is important that marketer understand why people are motivated to sharing information in online brand community. Hence, this research objective is to explore what drive people to information sharing in online brand community. The ultimate goal is to reveal the factors that motivated customer to share their experience in an online brand community, and how it affects customer emotion and attitude toward the brand. This research adopted a qualitative approach, by using grounded theory to explore the antecedents. After taken data from 20 interviewees, this research identified ten antecedents that motivate people share information in online brand community, and four psychological state that people can experience in the information sharing process. The research provides rich theoretical and managerial implementations. Online brand communities offer many benefits, such as brand loyalty and creating brand relationship. Therefore, it is important that marketer understand why people are motivated to sharing information in online brand community. Hence, this research objective is to explore what drive people to information sharing in online brand community. The ultimate goal is to reveal the factors that motivated customer to share their experience in an online brand community, and how it affects customer emotion and attitude toward the brand. This research adopted a qualitative approach, by using grounded theory to explore the antecedents. After taken data from 20 interviewees, this research identified ten antecedents that motivate people share information in online brand community, and four psychological state that people can experience in the information sharing process. The research provides rich theoretical and managerial implementations.
Appears in Collections:	[Global Master of Business Administration] Master's Theses

Files in This Item:

File	Description	Size	Format
107THU00320001-002.pdf		2218Kb	Adobe PDF	427	View/Open

Loading...