管理学报
  Jun. 10, 2025
Home |  About Journal  |  Editorial Board  |  Instruction  |  Subscriptions  |  Advertisement  |  Contacts Us  |  Chinese
J4  2015, Vol. 12 Issue (5): 733-    DOI:
Current Issue| Next Issue| Archive| Adv Search |
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

Download: PDF (1822 KB)   HTML (1 KB) 
Export: BibTeX | EndNote (RIS)      
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 selfdetermined 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. 
Key wordsonline brand community      sustained participation      evolutionary mechanism of motivations      grounded theory     
Received: 25 April 2014     
Service
E-mail this article
Add to my bookshelf
Add to citation manager
E-mail Alert
RSS
Articles by authors
Cite this article:   
URL:  
http://manu68.magtech.com.cn/Jwk_glxb/EN/     OR     http://manu68.magtech.com.cn/Jwk_glxb/EN/Y2015/V12/I5/733
Copyright  ©  CHINESE JOURNAL OF MANAGEMENT
Support by Beijing Magtech Co.ltd   support@magtech.com.cn