【摘要】 本研究尝试运用MOA模型和TAM模型,同时从线上线下参与这两方面入手,探讨参与、社群感与满意之间的关系。通过相关文献的搜集整理及研究,提出线上线下品牌社群参与共同形成满意的研究模型。实证分析结果表明:动机、机会与能力影响消费者参与线下品牌社群活动;感知有用性和感知易用性较好解释了影响消费者参与在线品牌社群的因素。线上线下品牌社群参与互相影响,品牌社群参与经由社群感形成满意。更多还原

【Abstract】 This study attempts to use MOA model and TAM model,while participation from both online and offline,discusses participation,sense of community and satisfaction with the relationship between the three.By collating and study of relevant literature,proposed brand community participation in online and offline together form a satisfactory research model.The empirical results show that motive,opportunity and ability have influence on consumers in offline brand community activities;Perceived usefulness and perceived ease of use better explain the factors that influence consumer participation in online brand community.Community participation in online and offline brand influence each other,forming a brand community participation through the community a sense of satisfaction.更多还原