Abstract
Drawing on the status of brand community research and the needs of enterprise practice, this paper explored the relationship between the motivation and the behavior of consumer engagement in online brand community from the consumer's perspective and concluded the driving forces of consumer engagement are social intercourse, information, entertainment, and benefit and achievement motivation. With factor analysis, motivation of consumers’ engagement in online brand community was studied to resolve the connotation underlying the brand community, which provides further reference for the company to select consumer-oriented strategy proposals on online brand community management.
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