The Driving Factors for Fans' Buying Behaviors and Perceived Values in Brand Community

Abstract

The purpose of brand community is not only to cultivate the consumers' loyalty but also to increase the influence of buying behaviors as well. Nevertheless, in terms of method how the brand community assists to increase the influence to consumers still remains a missing puzzle and thus requires further study to complete. The objective of this paper is S3 fan page which has the maximum fan numbers of brand community on Taiwan Facebook page. Through in-depth interviews via 10 consumers who are influenced and thus attracted to shop online, this paper is to discuss in which method the corporate influenced fans' buying behaviors and perceived values in the relationship management of brand community. The study indicates: (1) The primary consideration that consumers participate to brand community is the functional requirements and then comes the social and psychological requirements respectively. (2) Amongst of all (the most influential factors to fans' buying behaviors in brand community), the relationship between marketer and consumers draws the most important attention, in particular the persuasive ability against purchasing actions from product-information-providing and the affinity of marketer. (3) The research indicates that from the interview the respondents get functional value and social value in brand community.