[AISWorld] New article "Factors Motivating Customers’ SNS Brand Page Behaviors: A Comparison Between China and Korea"

[Wei-Ting Chen]

Song, M., Wang, N., Zhang, X. and Qiao, L. (2017). " Factors Motivating
Customers’ SNS Brand Page Behaviors: A Comparison Between China and
Korea," *Pacific
Asia Journal of the Association for Information Systems, 9*(4), pp. 25-50.

*Abstract *

The wide use of Social Network Site (SNS) brand pages by companies has
renovated brand strategies in the new era. This study is to provide
meaningful implications regarding companies’ effective use of SNS brand
pages and help global companies with their development of brand strategies.
Using survey, this study investigates motivating factors (functional
benefits, hedonic benefits, economic benefits, intrinsic benefits, and
brand reputation) influencing SNS brand page users’ participation and
commitment and the subsequent impact on purchase intention. Potential
cultural differences between Chinese and Korean users are also examined
along Hofstede’s culture framework. The results show that prior motivating
factors found in traditional online brand communities largely hold in the
context of SNS brand page in both countries, but there are differences in
the significance and importance of motivating factors between the two
countries. Implications and contributions are discussed.


Available at:
https://journal.ecrc.nsysu.edu.tw/index.php/pajais/article/view/436