Research on the Factors Affecting the Continuous Participation Behavior of Virtual Brand Community Customers
Tao Li, Huili Yao
Available Online 1 May 2020.
- https://doi.org/10.2991/assehr.k.200428.056How to use a DOI?
- continuous participation, structural equation, customer commitment
- Based on the information system expectation confirmation model, this paper constructs a structural equation model of the continuous participation behavior of customers in the virtual brand community, and explores the key factors affecting customer satisfaction and continuous participation behavior. Through the questionnaire survey of Xiaomi community customers, the model was analyzed and verified by SPSS and AMOS. Finally, the results show that expectation confirmation, perceived usefulness, and perceived interest indeed all have a positive impact on satisfaction. Satisfaction, emotional commitment, calculation commitment and habit have positive effects on continuous participation behaviour. Emotional commitment and calculation commitment have influence on satisfaction and play a part of a role of intermediary. The research results have implications for the management of virtual brand communities.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
TY - CONF AU - Tao Li AU - Huili Yao PY - 2020 DA - 2020/05/01 TI - Research on the Factors Affecting the Continuous Participation Behavior of Virtual Brand Community Customers BT - Proceedings of the 6th International Conference on Humanities and Social Science Research (ICHSSR 2020) PB - Atlantis Press SP - 258 EP - 262 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.200428.056 DO - https://doi.org/10.2991/assehr.k.200428.056 ID - Li2020 ER -