The exponential growth of online brand communities has created a platform where empowered consumers can share knowledge and experiences and participate in community activities. Drawing from psychological empowerment theory, this study proposes a comprehensive framework integrating both social and functional views to investigate the determinants that enhance psychological empowerment and user satisfaction, which consequently influence online brand community participation. By shedding light on the explanatory path routes and highlighting the underexplored and distinctive role of psychological empowerment, this study provides theoretical contributions to illustrate how an enabling environment can be cultivated to drive consumer participation in brand value co-creation.

在线品牌社区的指数级增长创造了一个平台，授权消费者可以在这里分享知识和经验并参与社区活动。本研究借鉴心理授权理论，提出了一个综合框架，将社会和功能观点相结合，以调查增强心理授权和用户满意度的决定因素，从而影响在线品牌社区的参与。通过阐明解释性路径路线并突出心理授权的未充分探索和独特作用，本研究提供了理论贡献，以说明如何培养有利环境以推动消费者参与品牌价值共创。