This study juxtaposes brand engagement and behaviors of substantive interest in the context of eservices and utilizes Bayesian networks for an exploratory, data-driven approach. Enlisting a behavioral focus, it investigates the item-to-item relationships between brand engagement, attitudes, and conspicuous behaviors both online and offline. Two Bayesian networks were constructed from samples of city website users (N = 1089) and nonusers (N = 475). Results confirm that the five groups of nodes included in our constructed Bayesian networks were well distinguished as separate constructs and interrelated, centered on two nodes of brand engagement. Results also indicate that two nodes of brand engagement, “sense of belonging” and “participating in activities”, induced positive attitudes and were associated with conspicuous behaviors. Overall, this study demonstrates the dynamic, item-to-item relationships between engagement and behaviors of substantive interest. For managers, it is important in practice to discover the particular variables that play central roles among associated variables.

中文翻译：

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使用贝叶斯网络方法将品牌参与度和对电子服务的实质性兴趣并列的行为

这项研究将品牌参与度和在电子服务中具有实质性兴趣的行为并列在一起，并利用贝叶斯网络进行探索性的，数据驱动的方法。它以行为关注为重点，研究了在线和线下品牌参与度，态度和明显行为之间的项目与项目之间的关系。根据城市网站用户（N = 1089）和非用户（N = 475）的样本构建了两个贝叶斯网络。结果证实，我们构建的贝叶斯网络中包含的五组节点以品牌参与度的两个节点为中心，被很好地区分为独立的结构和相互关联的结构。结果还表明，品牌参与的两个节点“归属感”和“参与活动”引起了积极的态度，并与明显的行为相关。总体，这项研究证明了参与和实质性兴趣之间的动态，逐项关系。对于管理者来说，在实践中发现在相关变量中起核心作用的特定变量很重要。