Personality Traits Antecedents of Online Brand Community Members’ Participation

In this study, we examined online brand community members’ antecedent traits predictors which affect them to participate in receiving and sending information within the online brand community. We adopted the 3M model (Mowen 2000) as the theoretical framework which postulates interlocking paths of influences in a hierarchical structure of personality traits to predict behavior. By using structural equation modeling analysis we obtained results that overall supports the proposed trait predictor model. The implications of the research were discussed.


Sara Hsieh, Aihwa Chang, and Frances Lin (2011) ,"Personality Traits Antecedents of Online Brand Community Members’ Participation", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 117-119.


Sara Hsieh, National Chengchi University,Taiwan
Aihwa Chang, National Chengchi University,Taiwan
Frances Lin, National Chengchi University,Taiwan


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

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