Title: Demand hierarchy model and its measurement for online brand community participation

Authors: Lihong Chen; Xinfeng Yan

Addresses: School of Fashion Engineering, Shanghai University of Engineering Science, 333 Long Teng Road, Shanghai, 201620, China ' International Cultural Exchange School, Donghua University, Shanghai 200051, China

Abstract: We report the development of demand hierarchy model and its measurement for online brand community participation (OBCP) and make online consumer demand more transparent. This research contributes to develop the model of OBCP that can match the novel network relationship between consumers and at the same time be measurable and management-effective in OBCP. Grounded theory was adopted to explore the demand contents and measurement items of OBCP. The reliability and validity analysis were tested as well to evaluate the overall effectiveness of the questionnaire. Five dimensions of demands were distinguished, each with specific connotation and behavioural motive towards the hierarchal demand structure model. The scale can be used as measurement instrument for OBCP demand and will be helpful for related empirical research. The study results recommend that practitioners carefully identify information of demands of customers in online brand community and plan targeting online marketing strategies while consumer satisfaction could be enhanced.

Keywords: online brand community; OBC; online brand community participation; OBCP; hierarchy demand model; scale; grounded theory.

DOI: 10.1504/IJEMR.2018.090891

International Journal of Electronic Marketing and Retailing, 2018 Vol.9 No.2, pp.167 - 183

Received: 04 Mar 2016
Accepted: 03 Feb 2017

Published online: 03 Apr 2018 *

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