WHAT MAKES AN ONLINE BRAND COMMUNITY DETAIN ITS USERS? A LAYERED MOTIVATION PERSPECTIVE

Authors : Jae Hoon Lim, Habin Lee

Pages : 115-123

View : 3 | Download : 1

Publication Date : 2011-12-01

Article Type : Research Paper

Abstract :The previous researches regarding user and information systems insert ignore into journalissuearticles values(IS); acceptance focused on users’ acceptance and intention to use of IS. However, it is difficult to explain online eService community’s members who have got different user’s behaviours. Therefore, this study will be performed for two purposes. Firstly, we will classify the members of an eService community by five layers according to consumption and exchange behaviour and social tie and secondly, we will investigate the different motivations that affect to perceive usefulness and intent and continue to use of eService community in five layers of members
Keywords : online brand community, user acceptance, continued use of IS, motivation model