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Purpose Few studies have explained how and when consumers are willing to engage in online brand-related activities (COBRAs). This study examines the role of brand love in a consumer’s decision to engage in online brand-related activities, considering the mediating effect of attitudinal brand engagement and the moderating effect of brand value on this relationship. Design/methodology/approach The study analysed data from 404 Spanish consumers using structural equation modelling and the PROCESS package in SPSS to test hypotheses, including mediation and moderation effects. Findings The study expands on previous research by revealing the mediating role of brand attitudinal engagement in the relationship between brand love and COBRAs and the moderating role of brand value in the relationship between brand engagement and COBRAs. The results show that online consumers who feel brand love from an online store are likelier to be engaged with the brand. This predisposes them to comment on, share, and create content related to the company or brand. Furthermore, consumers who attribute a high value to the brand are likelier to engage in brand-related online activities. Originality/value This study offers valuable insights into mechanisms to encourage consumers to generate content, known as user-generated content, to the extent that the tools for developing this content are the same. 研究目的 至今, 很少研究嘗試å�»æ�¢è¨�消費者為何或於何時會樂æ„�å�»å�ƒèˆ‡èˆ‡å“�牌相關的在線活動。本研究擬æ�¢è¨�å“�牌摯愛å°�消費者會å�¦æ±ºå®šå�ƒèˆ‡èˆ‡å“�牌相關的在線活動所扮演的角色; 研究方法是é€�é��分æ��態度å“�牌å�ƒèˆ‡çš„中介效應和å“�牌價值在上述å“�牌摯愛與å�ƒèˆ‡åœ¨ç·šæ´»å‹•ä¹‹é–“çš„é—œè�¯ä¸Šæ‰€èµ·çš„調節效æ�œ,以求é�”至研究目的。 研究設計/方法/理念 研究人員收集來自404å��西ç�­ç‰™æ¶ˆè²»è€…的數據,並以çµ�構方程模å�‹å’ŒSPSSè£�的模組PROCESS,å�»æª¢æ¸¬æœ‰é—œçš„å�‡è¨­,包括就中介效應和調節效æ�œçš„å�‡è¨­ã€‚ 研究結果 研究æ�­ç¤ºäº†æ…‹åº¦å“�牌å�ƒèˆ‡åœ¨å“�牌摯愛與COBRAs 之間的關è�¯ä¸Šæ‰€æ‰®æ¼”的中介角色,研究亦æ�­ç¤ºäº†å“�牌價值在å“�牌å�ƒèˆ‡èˆ‡COBRAs之間的關è�¯ä¸Šæ‰€æ‰®æ¼”的調節角色; 就此而言, 本研究拓展了å¾�å‰�學者æ�¢è¨�有關的領域。å†�者,研究çµ�æ�œé¡¯ç¤º,如æ�œæ¶ˆè²»è€…å¾�網上商店產生å“�牌愛慕的話,他們會投入這個å“�牌; 這使他們更有å�¯èƒ½å�»è©•åƒ¹æœ‰é—œçš„å…¬å�¸å’Œå“�牌,以å�Šå�»åˆ†äº«å’Œå‰µå»ºé—œæ–¼å…¬å�¸å’Œå“�牌的內容; 而且,若消費者視å“�牌本身æ“�有高度價值的話,他們會更易於å�ƒèˆ‡èˆ‡å“�牌相關的在線活動。 研究的原創性 本研究æ��供了寶貴的啟示,使我們更了解驅使消費者å�»å‰µé€ å…§å®¹ (å�³ç”¨æˆ¶ç”Ÿæˆ�內容) 的機制,以至生æˆ�這些內容的工具å�‡å„˜ç›¸å�Œçš„地步。