earticle

영어

The majority of researches regarding user acceptance of information systems (IS) are considering end users being homogeneous. However, online brand communities (OBCs) are considered to have diverse types of users in different layers, and existing theories and models of user acceptance cannot explain the user acceptance of OBCs. This research-inprogress paper aims to reveal different motivators to accept and continued use of OBC among different groups of members. Based on consumers’product purchase decision making process, this paper classifies OBC users into five layered categories and propose the most significant motivator for each user layer based on technology acceptance model and motivation model. Future work is proposed mostly focusing on data collection.