Title: Recommendation vs. purchase: consumption behaviour among community brand members

Authors: Kuo Cheng Chung; Chun-Hung Chen; Wei-Yi Chen

Addresses: Department of Shipping and Transportation Management, National Penghu University of Science and Technology, No. 300, Liuhe Rd., Magong City, Penghu County 880011, Taiwan ' Department of Marketing and Logistic Management, National Penghu University of Science and Technology, No. 300, Liuhe Rd., Magong City, Penghu County 880011, Taiwan ' Department of Marketing and Logistic Management, National Penghu University of Science and Technology, No. 300, Liuhe Rd., Magong City, Penghu County 880011, Taiwan

Abstract: With the rise of the internet and the development of communication technology, the traditional brand community has been gradually replaced by the concept of an online brand community (OBC). Enterprises also use OBC-related applications to influence consumers' brand purchase intentions, so it has become the primary tool of enterprise operation. This study collected data from 681 online community members and used SPSS and Smart PLS. Therefore, this study aims to examine consumers' thoughts, cognition, and influence on brand communities through the lens of psychological ownership. The findings will determine whether individual or collective psychological ownership significantly impacts associative, bridging, and linking social capital. Furthermore, all three types of social capital affect brand purchase intention and positive brand evaluation. This result indicates that people's surroundings affect their perception of brand community and evaluation.

Keywords: psychological ownership; online brand community; OBC; social capital; individual psychological ownership; IPO; collective psychological ownership; CPO.

DOI: 10.1504/IJMC.2025.145391

International Journal of Mobile Communications, 2025 Vol.25 No.3, pp.314 - 338

Received: 11 Feb 2023
Accepted: 07 Oct 2023
Published online: 31 Mar 2025 *

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