||Exploring Consumers’ Multi-Motives on Knowledge Sharing in Online Brand Community: The Moderating Effect of Trust, Opportunity and Ability
||Exploring Consumers’ Multi-Motives on Knowledge Sharing in Online Brand Community: The Moderating Effect of Trust, Opportunity and Ability
||Institute of International Management (IIMBA--Master)
Brand Online Community
In cyberspace, more and more consumers interact each other and exchange knowledge within online communities which provides the new effective channel for marketers to hear the consumers’ voices. In order to maintain the customer relationship and commercial benefits, it is valuable for managers and marketers to understand the factors which encourage consumers to contribute and share their knowledge in the brand online community
This study explores the relationship between three kind of motives (achievement motive, affiliation motive, and power motive) and community members’ behavioral intentions, together with the moderating effect of members’ opportunity, ability and trust. Based on the survey conducted with the 200 members of iPhone community in Thailand, the main findings indicated that achievement motive plays the most important role in motivating members to share their knowledge and lead to their intentions to participate, recommend the community to others and be loyal to a brand. However, marketers need to create the trustworthy environment within the community. Other findings, managerial implications and suggestions for future research are also provided in the paper.
TABLE OF CONTENTS III
LIST OF TABLES VI
LIST OF FIGURES VII
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivation. 1
1.2 Research Contribution and Objectives. 5
1.3 Research Project and Scope of Study. 6
1.4 Research Procedure. 6
1.5 Research Structure. 8
CHAPTER TWO LITERATURE REVIEW 10
2.1 Online Brand Community. 10
2.2 Motivation, Opportunity and Ability (MOA) Framework. 11
2.3 Definition of Research Constructs. 14
2.3.1 Motivation. 14
2.3.2 Opportunity in Sharing. 19
2.3.3 Ability in Sharing. 20
2.3.4 Knowledge Sharing. 21
2.3.5 Behavioral Intentions. 24
2.3.6 Trust. 25
2.4 Hypotheses Development. 27
2.4.1 The Effect of Multi-motive on Knowledge Sharing in Online Brand Community. 27
2.4.2 The Effect of Knowledge Sharing on the Behavioral Intentions. 30
2.4.3 The Moderating Effect of Opportunity and Ability. 31
2.4.4 The Moderating Effect of Trust. 32
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 34
3.1 The Conceptual Model. 34
3.2 Summary of Research Hypotheses. 35
3.3 Construct Measurement. 36
3.3.1 Independent Variables. 37
3.3.2 Dependent Variables. 39
3.3.3 Moderating Effects. 42
3.3.4 The Information of Respondents. 43
3.4 Method and Procedure. 45
3.5 Questionnaire Design. 45
3.6 Sampling Plan. 46
3.7 Data Analysis Procedures. 47
3.7.1 Descriptive Statistic Analysis. 47
3.7.2 Purification and Reliability of the Measurement Variables. 47
3.7.3 Interrelationships between Research Variables. 48
CHAPTER FOUR DESCRIPTIVE ANALYSIS AND RELIABILITY TESTS 49
4.1 Introduction. 49
4.2 Descriptive Analysis. 49
4.2.1 Response Rates. 49
4.2.2 Characteristics of Respondents. 50
4.2.3 Measurement Results for Relevant Research Variables. 52
4.3 Factor Analysis and Reliability Test. 57
4.3.1 Multi-Motive. 58
4.3.2 Opportunity. 59
4.3.3 Ability. 60
4.3.4 Knowledge Sharing. 61
4.3.5 Trust. 62
4.3.6 Behavioral Intentions. 63
CHAPTER FOUR RESEARCH RESULTS AND DISCUSSION 67
5.1 Structural Equation Model. 67
5.2 Moderating Effect of Trust, Opportunity, and Ability. 72
5.2.1 The Moderating Effect of Opportunity. 72
5.2.2 The Moderating Effect of Ability. 73
5.2.3 The Moderating Effect of Trust. 75
CHAPTER SIX CONCLUSION AND SUGGESTIONS 78
6.1 Conclusions and Managerial Implications. 78
6.2 Limitation and Future Research Suggestions. 85
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