Document Type



Purpose – The wide spread and usage of SNS brand pages in companies has renovated the brand strategy in the new era. Embedded in an organically grown network of social ties, SNS brand pages show great differences from the ordinary online brand community. Called upon by the new research opportunities, this paper investigates the motivating factors (functional benefits, hedonic benefits, economic benefits and intrinsic benefits) influencing customers’ SNS brand page behavior (participation/commitment) in the cultural context of China and Korea, so as to provide meaningful implications to the companies’ effective use of SNS brand pages, and help global companies in their development of brand strategies for the two countries. Design/methodology/approach – In all, 407 Chinese and 384 Korean SNS brand page users were surveyed to conduct the above research agenda by structural equation modeling. Findings –prior motivating factor constructs are valid in influencing the consumers’ participation in and commitment to SNS brand pages in both countries, yet with dissimilarities in the significance and strength. Information seeking is not significantly correlated with the SNS brand page behavior in China, and convenience is found not correlate in Korea. Brand reputation in China and reward in Korea are the most influential factors of participation behavior. Interaction plays an important role in affecting commitment behavior in both countries. Participation has a positive impact on purchase intention in two countries, but only Chinese samples’ commitment has a positive impact on purchase intention.