Becoming Friends in Online Brand Communities: Evidence From China

被引：28

作者：

Zhou, Zhimin ^{[1
,2
]}

Su, Chenting ^{[3
,4
]}

Zhou, Nan ^{[3
,4
]}

Zhang, Ning ^{[1
]}

机构：

[1] Shenzhen Univ, Dept Mkt, 3688 Nanhai Ave, Shenzhen 518060, Guangdong, Peoples R China

[2] Shenzhen Univ, Inst Cultural Ind, 3688 Nanhai Ave, Shenzhen, Guangdong, Peoples R China

[3] City Univ Hong Kong, Dept Mkt, 83 Tat Chee Ave, Kowloon, Hong Kong, Peoples R China

[4] Wuhan Univ, Dept Mkt, 299 Bayi Rd, Wuhan 430072, Hubei, Peoples R China

来源：

JOURNAL OF COMPUTER-MEDIATED COMMUNICATION | 2016年 / 21卷 / 01期

基金：

中国国家自然科学基金;

关键词：

Online Community Interactivity; Online Friendship; Social Presence; Sense of yuan; Online Brand Community Commitment; SOCIAL PRESENCE; INTERACTIVITY; MODEL; PARTICIPATION; SATISFACTION; PERCEPTIONS; PERFORMANCE; DIMENSIONS; CONSTRUCT; QUALITY;

D O I：

10.1111/jcc4.12147

中图分类号：

G2 [信息与知识传播];

学科分类号：

05 ; 0503 ;

摘要：

With the aid of information technology, consumers have increasingly engaged in social interaction in online brand communities. How can these strangers make friends online? Drawing on embeddedness theory and media richness theory, we examine the antecedents and intermediate mechanisms of online friendship. We theorize that online brand community interactivity aided by instant messaging technology is the main driving force of online friendship, whereas social presence and a sense of yuan (a Chinese concept describing predetermined relations) mediate online friendship development. Online friendship in turn enhances consumer online brand community commitment. We test our conceptual model with a sample of consumers from Chinese online sporting goods forums. The results support our hypotheses and inform online brand community research and practice.

引用

页码：69 / 86

页数：18

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