The deeper, the better? Effect of online brand community activity on customer purchase frequency

被引：54
|
作者：
Wu, Ji [1 ,2 ]
Huang, Liqiang [3 ,4 ]
Zhao, Jianliang Leon [5 ]
Hua, Zhongsheng [6 ]
机构：
[1] Univ Sci & Technol China, Kowloon, Hong Kong, Peoples R China
[2] City Univ Hong Kong, Joint Adv Res Ctr, Kowloon, Hong Kong, Peoples R China
[3] Zhejiang Univ, Dept Management Sci & Engn, Hangzhou 310003, Zhejiang, Peoples R China
[4] Zhejiang Univ, Informat Technol & Econ Social Syst Res Ctr, Hangzhou 310003, Zhejiang, Peoples R China
[5] City Univ Hong Kong, Dept Informat Syst, Kowloon, Hong Kong, Peoples R China
[6] Zhejiang Univ, Dept Management Sci & Engn, Hangzhou 310003, Zhejiang, Peoples R China
来源：
INFORMATION & MANAGEMENT | 2015年 / 52卷 / 07期
基金：
中国国家自然科学基金;
关键词：
Online brand community; Community participation; Regulatory focus theory; Prevention versus promotion; Purchase frequency; WORD-OF-MOUTH; REGULATORY FOCUS; USER INVOLVEMENT; GOAL ORIENTATION; PRODUCT REVIEWS; PARTICIPATION; PREVENTION; PROMOTION; IMPACT; FIT;
D O I：
10.1016/j.im.2015.06.001
中图分类号：
TP [自动化技术、计算机技术];
学科分类号：
0812 ;
摘要：
Researchers disagree on how to determine customer purchase frequency based on the level of activity in an online brand community. Consequently, there is a great need to reconcile the mixed findings obtained so far. Drawing on regulatory focus theory, we hypothesize that the effect of community participation may be contingent on participators' goal-pursuit focus (prevention or promotion). Our analysis of customer blog data in a company-sponsored community together with transactional data of the same company demonstrated that deep community participation among promotion-focused customers significantly increases purchase frequency; however, deep participation has a very different effect among prevention-focused customers. (C) 2015 Elsevier B.V. All rights reserved.
引用
收藏
页码：813 / 823
页数：11
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