政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/61732

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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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題名:	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
貢獻者:	企管系
關鍵詞:	community identification;consumer loyalty intentions;satisfaction;trust;virtual community participation
日期:	2011.04
上傳時間:	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
資料類型:	article
顯示於類別:	[企業管理學系] 期刊論文

文件中的檔案:

檔案	描述	大小	格式	瀏覽次數
603615.pdf		223Kb	Adobe PDF2	1459	檢視/開啟

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