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政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 > Item 140.119/61732

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题名:	How virtual community participation influences consumer loyalty intentions in online shopping contexts: An investigation of mediating factors.
作者:	白佩玉 Pai,Pei-Yu
贡献者:	企管系
关键词:	community identification;consumer loyalty intentions;satisfaction;trust;virtual community participation
日期:	2011.04
上传时间:	2013-11-20 17:43:13 (UTC+8)
摘要:	Extant studies generally recognise that virtual community building is an effective marketing programme for forging deep and enduring affective bonds with consumers. This study extends previous research by proposing and testing a model that investigates key mediating processes (via trust, satisfaction and identification) that underlie the relationship between virtual community participation and consumer loyalty intentions. The authors test the hypotheses using data obtained from three large online retailing stores. Virtual community participation significantly enhances loyalty intentions, through both social mechanisms (via community identification) and psychological mechanisms (via trust and satisfaction). Moreover, the findings provide insights into the complex relationship between the two mechanisms in online shopping settings. Community identification is a pivotal factor for enhancing customer loyalty intentions. The results advance understanding of the process by which virtual community building facilitates the development of business-to-consumer relationships in the computer-mediated environment. The authors discuss the managerial implications of the findings, as well as avenues for further research.
關聯:	Behaviour & Information Technology, 30(5), 603-615
数据类型:	article
显示于类别:	[企業管理學系] 期刊論文

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档案	描述	大小	格式	浏览次数
603615.pdf		223Kb	Adobe PDF2	1459	检视/开启

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