The study examines the relationship between virtual brand community member’s characteristics and brand community commitment, and the moderating role of hosting type of virtual brand community. Data were collected from an online survey to members of virtual brand communities, including Apple users’ community, Window Xbox players forum, Sony PSP players group, BMW motor club, fans community of Yulon basketball team, Yankees’ fans club, LOMO Taiwan Group, Nissan Taiwan club and L.A Lakers Fans’ club. Total 212 members provided the effective data. The results reveal that brand community commitment is influenced positively by the member’s characteristics, such as selfenhancement, selftranscendence and selfexpression. Moreover, the hosting type moderated the relationship between the member’s characteristics and brand community commitment. The author discusses the implications for theory and managerial practices and suggests directions for the future study as well.
林少龙, 林月云, 陈柄宏. 虚拟品牌社群成员个人特质对品牌社群承诺的影响: 社群发起形态的干扰角色[J]. J4, 2011, 8(10): 1495-.
LIN Shao-Long, LIN Yue-Yun, CHEN Bing-Hong. The Effects of Virtual Brand Community Member’s Characteristics on Brand Community Commitment: The Moderating Role of Hosting Type. J4, 2011, 8(10): 1495-.