Proceedings of the 6th International Conference on Humanities and Social Science Research (ICHSSR 2020)

Research on the Factors Affecting the Continuous Participation Behavior of Virtual Brand Community Customers

Authors
Tao Li, Huili Yao
Corresponding Author
Huili Yao
Available Online 1 May 2020.
DOI
https://doi.org/10.2991/assehr.k.200428.056How to use a DOI?
Keywords
continuous participation, structural equation, customer commitment
Abstract
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.

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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  -