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| A Study on the Evolutionary Mechanism of Motivations in the Formation of
Online Brand Community Members’ Sustained Participation Behavior |
| HE Aizhong,LI Xue |
| Hunan University, Changsha,China |
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Abstract Applying the grounded theory, this study selected sustained participating members in Xiaomi community as subjects of the depth interview to explore the evolutionary mechanism of motivations in the formation of online brand community members’ sustained participation behavior. The results show that the formation of members’ sustained participation behavior are outcomes of community members’ motivation continuously being internalized and selfdetermined under the effect of external situational factors and the satisfaction of individual psychological needs. Specifically, the motivations of initial participation are mainly external regulated, including informational motivation and instrumental motivation. Subsequently, reference groups, face perception and key events facilitate the introjection of motivations. The driving effect of initial motivations weakens, but motivation for activity awards, social motivation, social enhancement and altruistic motivation become the main driving force for members to participate in and contribute to online brand communities. Finally, the satisfaction of members’ competence and relatedness facilitate members’ attachment for brands, individuals and communities, which leads to the formation and maintenance of members’ sustained participation behavior.
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Received: 25 April 2014
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2015, Vol. 12 
