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ERIC Number: EJ935958
Record Type: Journal
Publication Date: 2011
Pages: 13
Abstractor: As Provided
Reference Count: 75
ISSN: ISSN-0144-929X
How Virtual Community Participation Influences Consumer Loyalty Intentions in Online Shopping Contexts: An Investigation of Mediating Factors
Pai, Pei-Yu; Tsai, Hsien-Tung
Behaviour & Information Technology, v30 n5 p603-615 2011
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. (Contains 2 figures and 3 tables.)
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Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Taiwan