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The International Journal of eBusiness and eGovernment Studies

Yıl 2011 , Cilt 3 , Sayı 2

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Makale özeti
Başlık :

What makes an online brand community detain its users? a layered motivation perspective

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Brunel University1
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Özet Türkçe :

The previous researches regarding user and information systems (IS) acceptance focused on users' acceptance and intention to use of IS. However, it is difficult to explain online eService community's members who have got different user's behaviours. Therefore, this study will be performed for two purposes. Firstly, we will classify the members of an eService community by five layers according to consumption and exchange behaviour and social tie and secondly, we will investigate the different motivations that affect to perceive usefulness and intent and continue to use of eService community in five layers of members.

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