{"title":"中国与韩国消费者SNS品牌页面行为的影响因素比较","authors":"Mengmeng Song, Nan Wang, Xianfeng Zhang, Lin Qiao","doi":"10.17705/1PAIS.09402","DOIUrl":null,"url":null,"abstract":"The wide use of Social Network Site (SNS) brand pages by companies has renovated brand strategies in the new era. This study is to provide meaningful implications regarding companies’ effective use of SNS brand pages and help global companies with their development of brand strategies. Using survey, this study investigates motivating factors (functional benefits, hedonic benefits, economic benefits, intrinsic benefits, and brand reputation) influencing SNS brand page users’ participation and commitment and the subsequent impact on purchase intention. Potential cultural differences between Chinese and Korean users are also examined along Hofstede’s culture framework. The results show that prior motivating factors found in traditional online brand communities largely hold in the context of SNS brand page in both countries, but there are differences in the significance and importance of motivating factors between the two countries. Implications and contributions are discussed.","PeriodicalId":43480,"journal":{"name":"Pacific Asia Journal of the Association for Information Systems","volume":null,"pages":null},"PeriodicalIF":2.4000,"publicationDate":"2018-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"12","resultStr":"{\"title\":\"Factors Motivating Customers' SNS Brand Page Behaviors: A Comparison Between China and Korea\",\"authors\":\"Mengmeng Song, Nan Wang, Xianfeng Zhang, Lin Qiao\",\"doi\":\"10.17705/1PAIS.09402\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"The wide use of Social Network Site (SNS) brand pages by companies has renovated brand strategies in the new era. This study is to provide meaningful implications regarding companies’ effective use of SNS brand pages and help global companies with their development of brand strategies. Using survey, this study investigates motivating factors (functional benefits, hedonic benefits, economic benefits, intrinsic benefits, and brand reputation) influencing SNS brand page users’ participation and commitment and the subsequent impact on purchase intention. Potential cultural differences between Chinese and Korean users are also examined along Hofstede’s culture framework. The results show that prior motivating factors found in traditional online brand communities largely hold in the context of SNS brand page in both countries, but there are differences in the significance and importance of motivating factors between the two countries. Implications and contributions are discussed.\",\"PeriodicalId\":43480,\"journal\":{\"name\":\"Pacific Asia Journal of the Association for Information Systems\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":2.4000,\"publicationDate\":\"2018-01-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"12\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Pacific Asia Journal of the Association for Information Systems\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.17705/1PAIS.09402\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"INFORMATION SCIENCE & LIBRARY SCIENCE\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Pacific Asia Journal of the Association for Information Systems","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.17705/1PAIS.09402","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"INFORMATION SCIENCE & LIBRARY SCIENCE","Score":null,"Total":0}
Factors Motivating Customers' SNS Brand Page Behaviors: A Comparison Between China and Korea
The wide use of Social Network Site (SNS) brand pages by companies has renovated brand strategies in the new era. This study is to provide meaningful implications regarding companies’ effective use of SNS brand pages and help global companies with their development of brand strategies. Using survey, this study investigates motivating factors (functional benefits, hedonic benefits, economic benefits, intrinsic benefits, and brand reputation) influencing SNS brand page users’ participation and commitment and the subsequent impact on purchase intention. Potential cultural differences between Chinese and Korean users are also examined along Hofstede’s culture framework. The results show that prior motivating factors found in traditional online brand communities largely hold in the context of SNS brand page in both countries, but there are differences in the significance and importance of motivating factors between the two countries. Implications and contributions are discussed.