Understanding consumer motivations to interact on brand websites in the international marketplace: Evidence from the U.S., China, and South Korea

Brand websites provide opportunities for levels of interactivity that increase the potential for innovative co-creation between consumers and firms. However, little is known about predicting consumer interaction levels on brand websites in markets outside of North American and Europe. Adult consumers in the U.S., China, and South Korea responded to a survey measuring theory-based social and brand-based antecedents of brand website interaction frequency. In all countries, respondents who viewed brands as integral parts of self-concept also interacted more on brand websites. This relationship was mediated by consumers’ strength of identification with brand websites as communities. Susceptibility to social normative influence and a positive attitude toward materialism were important predictors of consumer interactions in all countries. Overall, this study found stronger cross-national similarities than differences. Implications emphasize recommendations related to the potential challenge and value of increasing consumer interactions on brand websites in Western and East Asian markets.