Factors affecting consumer-initiated online brand community commitment and brand loyalty : case study of www.yaris-club.net

Abstract

This study was undertaken with the objectives: (1) to examine the factors that affecting the community commitment of members of consumer-initiated online brand community, focusing on members of yaris-club.net; (2) to examine whether community commitment of members of yarisclub. net affect their loyalty toward Yaris car. This research analysis is based on qualified 400 questionnaires that were collected from members of yaris-club.net through email and Google docs. Implications of the result suggests that interaction and reward for activities have positively effect on community commitment of yaris-club.net members, while another two characteristics (quality of information and quality of system) have no positive effect on community commitment of yarisclub. net members. This research also presented that high community commitment lead to brand loyalty.