How do motivations for commitment in online brand communities evolve? The distinction between knowledge- and entertainment-seeking motivations

Abstract

The current study used the concept of motivational hierarchy to investigate how commitment is developed in online brand communities. By examining the online brand communities of two functional (Canon and Nikon) and two symbolic brands (Coca-Cola and Starbucks), the study focused on two pragmatic motives, knowledge- and entertainment-seeking motives, that served as the members’ initial drives to participate in online brand communities. The findings suggested that different initial motives followed different hierarchical routes to form commitment. Specifically, members with knowledge-seeking motives to participate in online brand communities became committed via two routes: with or without symbolic motives. On the other hand, entertainment-seeking members became committed only via the route through symbolic motives. Pragmatic and symbolic motives were connected by satisfaction, which could be seen as a proxy whether or not the pragmatic and symbolic motives were fulfilled.