دانلود رایگان مقاله لاتین وب سایت تجاری بازار بین المللی از سایت الزویر
عنوان فارسی مقاله:
درک انگیزه مصرف کننده برای تعامل با وب سایت های تجاری در بازار بین المللی: شواهد از سوی ایالات متحده، چین و کره جنوبی
عنوان انگلیسی مقاله:
Understanding consumer motivations to interact on brand websites in the international marketplace: Evidence from the U.S., China, and South Korea
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Conceptual framework
2.1. Brand-related and social predictors of interaction frequency on brand websites — the role of self-knowledge theory Brand websites are potentially valuable marketing tools providing powerful opportunities for cultivating customer relationships (Mangold & Faulds, 2009; Zaglia, 2013). Related research has focused on goal-oriented motivations for engagement (Dholakia et al., 2004), self-presentation (Simmons, 2008), learning through knowledge transfer (Jayanti & Singh, 2010), socialization (Bagozzi & Dholakia, 2002), recreation (Molesworth & Denegri-Knott, 2007), and online community culture formation (Deighton & Kornfeld, 2009). Studies of CIBW have examined consumers' transactional behaviors in online settings (Bolton & Saxena-Iyer, 2009; Wu & Fang, 2010). In this context, participants accomplish specific tasks, such as solving problems, developing ideas, and influencing others (Dholakia et al., 2004). Based on analyses of the social networking site Twitter, researchers report that some brands intentionally attempt to co-create brand-related narratives with consumers (Kozinets, De Valck, Wojnicki & Wilner, 2010). Other research suggests strong admirers of certain brands desire to interact with other users and the firm directly (Porter, Donthu, MacElroy & Wydra, 2011). Higher interaction levels are indicated when consumers report frequent communication of thoughts to the company and/or other brand users via one or more brand websites (Wu & Fang, 2010). With this overview in mind, we now offer the theoretical rationale for our proposed nomological network of antecedents to higher levels of CIBW. In selecting constructs of interest, we are guided by “selfknowledge theory,” which states that individuals are “assumed to construct self-concepts from their unfolding life experiences” in “selective, inventive, and creative” ways (Markus, 1983, pp. 543). Self-schemas are central to self-knowledge theory and are defined as “knowledge structures about the self that derive from past experience and that organize and guide the processing of self-relevant information contained in the individual's social experiences” (Markus 1983, pp. 547; see also Forehand, Deshpande & Reed, 2002; Wheeler, Petty & Bizer, 2005). Thus, in this study, we draw on self-knowledge theory, hypothesizing that social and brand-related self-schemas play important roles in differentially motivating consumers' interactions on brand websites with firms and other consumers. First, two social self-schema which are frequently used in crossnational research (Alden, Steenkamp & Batra, 2006) and which reflect social self-schema studied in the brand community context (Dholakia et al., 2004) are tested as exogenous higher-level constructs: social normative influence (Bearden et al., 1989) and materialism (Richins, 2004). The constructs are modeled as higher-level antecedents that exert their influences on CIBW through two more concrete, brand-related endogenous mediators. These self-schema constructs are “brand engagement self-concept” (BESC; Sprott, et al., 2009), which measures the extent to which consumers incorporate brands as integral and important aspects of their self-schema and “identification with brand websites as communities,” which taps into consumers' tendencies to view brand websites as social communities where belongingness needs are potentially satisfied (Stokburger-Sauer, Ratneshwar & Sen, 2012; Tuškej, Golob & Podnar, 2013; Van Doorn et al., 2010). Furthermore, purposively sampling from the U.S. as the baseline Western culture in which individual difference antecedents and tendencies to interact on brand websites have been most thoroughly examined, this study examines the boundary conditions of existing research by conducting additional studies in two East Asian markets: China and South Korea. Thus, H1– H5 propose main effect relationships expected to be found in all three countries, while H6a–H6c address possibilities of cultural moderation of the strength of main effect relationships within the proposed nomological network.
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کلمات کلیدی:
Understanding Consumer Motivations to Interact on Brand ... - Scribd https://www.scribd.com/.../Understanding-Consumer-Motivations-to-Interact-on-Bran... Understanding Consumer Motivations to Interact on Brand Websites in the International Marketplace. Evidence From the U.S., China, And South Korea ... colwiz | Understanding consumer motivations to interact on brand ... https://www.colwiz.com/.../understanding_consumer_motivations_to_interact_on_brand... Understanding consumer motivations to interact on brand websites in the international marketplace: Evidence from the U.S., China, and South Korea. 2016-05 ... What Drives Consumers to Interact with Brands through Social Media ... shop.tarjomeplus.com/Uploads/site-1/DownloadDoc/1000.pdf by E Enginkaya - 2014 - Cited by 34 - Related articles to explore consumers' motivations to interact with and/or about the brands on social media and to ... Understanding the reasons of SM users to engage with. consumer motives and platform use in brand-consumer interactions www.emeraldinsight.com/doi/pdfplus/10.1108/JCM-04-2015-1398 by M Hamilton - 2016 - Cited by 2 - Related articles brand–consumer interactions taking place across social, online and physical platforms, as well .... understanding of the motivations behind interaction platform. [PDF]Why are People Interacting with Brands on Facebook: Unraveling ... https://biblio.ugent.be/publication/7223539/file/7223551.pdf by M De Veirman - 2016 - Related articles Facebook brand communities allow consumers to interact with brands in various ways ... different motivations for consumer's online brand-related activities, as proposed by Muntinga ... important for brands to gain understanding about them. E-Retailing Challenges and Opportunities in the Global Marketplace https://books.google.com/books?isbn=1466699221 Dixit, Shailja - 2016 - Business & Economics 2009) reflects the need for brands to fully understand their target audience to ... The consumers' motivation to interact with the e-Retailer rewards the brand with ... The Face-to-Face Book: Why Real Relationships Rule in a Digital ... https://books.google.com/books?isbn=1451640080 Ed Keller, Brad Fay - 2012 - Business & Economics To the rather modest degree that consumers are interacting with companies in the ... potential, social media isn't shaping up to be a great place to build a brand. ... in this study is how far companies are from understanding consumer motivation ... [PDF]Exploring the Relation between consumer motivations & engagement ... https://repositorio.ucp.pt/.../152114325_FinalDissertation_Exploringtherelationbetwee... by SCRB Lopes - 2017 The framework might serve as a tool for managers to better understand Facebook users' behaviors .... 2.3 Consumer Motivations to interact with a brand in SM .
