The Formation and Influence Mechanism of Customer Value in Online Brand Community
CHEN Li-hong1, ZHANG Yan2, YAN Xin-feng3
1. Management College, Donghua University, Shanghai 200051, China; 2. School of Business Administration, Henan University of Economics and Law,Zhenzhou 450046, China; 3. International Cultural Exchange School, DonghuaUniversity, Shanghai 200051, China
Abstract：
Based on the literature review, this paper focus on antecedent factors of OBC participation. The result shows that functioning demand, self expressing demand, social relation demand, respect demand and self-realization demand make up the antecedent factors of OBC participation, and they are also antecedents of OBC participation. Within which Self expressing demand, social relation demand and respect demand are proved more positively affect OBC participation. Moreover, relation value and experience value have strong positive correlation relationship with brand loyalty, however, perceived value's effect is insignificant.
CHEN Li-hong, ZHANG Yan, YAN Xin-feng.The Formation and Influence Mechanism of Customer Value in Online Brand Community[J] Economic Survey, 2016,V33(2): 113-118
2016 
