Research on the Dual Path Influence Mechanism of Online Brand Community Quality on Brand Well-being

Abstract

Abstract: Based on the integration of the multiple theoretical perspectives of SOR theory, self-determination theory, social identity theory and goal congruence theory, this paper explores the dual-path influence mechanism of online brand community quality on brand well-being and adopts a questionnaire survey of online brand community users to obtain 417 valid data. And the model is tested by using structural equation and Bootstrap method. The results show that online brand community quality has a significant positive effect on flow experience and psychological empowerment, and flow experience and psychological empowerment also cast a positive effect on brand well-being significantly. Meanwhile, flow experience and psychological empowerment partially play a mediating role in the relationship between online brand community quality and brand well-being, and the mediating effect of psychological empowerment can be greater than that of flow experience. Moreover, self-brand connection and brand goal-consistency have a positive moderating effect on the quality of online brand communities in relation to flow experience and psychological empowerment. Specifically, the findings of this paper not only have important theoretical implications for deepening and improving online brand community quality, brand well-being, flow experience and psychological empowerment, but also have important insights for companies to design online brand communities and help consumers enhance brand well-being.

Key words: online brand community quality, brand well-being, flow experience, psychological empowerment

Shen Pengyi, Wan Demin, Li Jinxiong, Xu Jinan. Research on the Dual Path Influence Mechanism of Online Brand Community Quality on Brand Well-being[J]. Management Review, 2023, 35(8): 184-197.

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