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| Antecedents and Consequences of Cohesion in Online Brand Communities:
Evidence from Web Forums of Electronic Products |
| ZHOU Zhimin,WU Qunhua |
| Shenzhen University, Shenzhen, Guangdong， China |
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Abstract Based on the relevant literature, as two dimensions of online brand community cohesion, interpersonal attraction and sense of belonging are concluded. Employing the method of structural equation modeling, this research explores their antecedents and consequences. The conclusions show that: i) the quality of system has significant influence on the sense of belonging, while has no significant influence on interpersonal attraction; ii) the quality of information, management strategy, the similarity of members, and brand identification influence the sense of belonging and interpersonal attraction significantly; iii) interpersonal attraction and the sense of belonging exert positive effects on community participation and community loyalty significantly and iv)community participation significantly influences community loyalty leading to brand loyalty, while does not influence brand loyalty significantly.
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Received: 15 March 2011
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2013, Vol. 10 
