Influence of consumer attitude toward online brand community on revisit intention and brand trust

被引：112

作者：

Jung, Na Young ^{[1
]}

Kim, Soohyun ^{[1
]}

Kim, Soyoung ^{[1
]}

机构：

[1] Merchandising & Interiors, Dept Text, 321 Dawson Hall, Athens, GA 30602 USA

来源：

JOURNAL OF RETAILING AND CONSUMER SERVICES | 2014年 / 21卷 / 04期

关键词：

Online brand community; Marketer-created community; Consumer-created community; Perceived benefit; Revisit intention; Theory of reasoned action;

D O I：

10.1016/j.jretconser.2014.04.002

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study proposes to illustrate the relationships between perceived benefits in using online brand communities, attitudes, revisit intention, and brand trust, and it also assesses the moderating role of two types of online brand communities: marketer- and consumer-created communities. The research model is tested by regression analysis using a random sample of 242 respondents. The study finds that social and informational benefits have positive impacts on attitude, which, in turn, significantly influence revisit intention and brand trust. The moderating effect of the type of online community was significant in predicting the relationship between attitude and brand trust but not between attitude and revisit intention. The study concludes the importance of managing online brand communities through managerial implications. (C) 2014 Elsevier Ltd. All rights reserved.

引用

页码：581 / 589

页数：9

共 50 条

[1] The influence of online and offline brand trust on consumer buying intention
Nosi, Costanza
Pucci, Tommaso
Melanthiou, Yioula
Zanni, Lorenzo
[J]. EUROMED JOURNAL OF BUSINESS, 2022, 17 (04) : 550 - 567
[2] Online brand community and consumer brand trust: Analysis from Czech millennials
Amoah, John
Jibril, Abdul Bashiru
Bankuoru Egala, Sulemana
Keelson, Solomon A.
[J]. COGENT BUSINESS & MANAGEMENT, 2022, 9 (01):
[3] The Role of Attitude toward the Parent Brand, Brand Extension Evaluation, and Social Proof Message in Consumer's Attitude toward Brand Extension and Purchase Intention of IT Products
Park, Jaeseung
Cheon, Hongsik
[J]. PROCEEDINGS OF THE 2019 5TH INTERNATIONAL CONFERENCE ON E-BUSINESS AND APPLICATIONS (ICEBA 2019), 2019, : 79 - 82
[4] Brand trust and online consumer behavior
Hernandez, JMC
[J]. ADVANCES IN CONSUMER RESEARCH, VOLUME XXIX, 2002, 29 : 255 - 256
[5] Brand Positioning and Repurchase Intention: The Effect of Attitude Toward Green Brand
Situmorang, Tumpal Pangihutan
Indriani, Farida
Simatupang, Rintar Agus
Soesanto, Harry
[J]. JOURNAL OF ASIAN FINANCE ECONOMICS AND BUSINESS, 2021, 8 (04): : 491 - 499
[6] The Influence of Brand Greenwashing on EV Purchase Intention: The Moderating Role of Consumer Innovativeness and Peer Brand Attitude
Liao, Yuting
Wu, Liang
[J]. WORLD ELECTRIC VEHICLE JOURNAL, 2024, 15 (07):
[7] Role of attitude toward brand advertising on consumer perception of a brand extension
Lee, JS
[J]. ADVANCES IN CONSUMER RESEARCH, VOL XXII, 1995, 22 : 116 - 122
[8] The impact of brand trust on consumer online behaviour
Ellonen, Hanna-Kaisa
Kuivalainen, Olli
Tarkiainen, Anssi
Horppu, Marianne
[J]. INFORMATION MANAGEMENT IN THE NETWORKED ECONOMY: ISSUES & SOLUTIONS, 2007, : 454 - 461
[9] Consumer engagement in an online brand community
Martinez-Lopez, Francisco J.
Anaya-Sanchez, Rafael
Molinillo, Sebastian
Aguilar-Illescas, Rocio
Esteban-Millat, Irene
[J]. ELECTRONIC COMMERCE RESEARCH AND APPLICATIONS, 2017, 23 : 24 - 37
[10] Consumer Engagement in an Online Brand Community
Kurikko, Hanna
Tuominen, Pekka
[J]. EURASIAN BUSINESS PERSPECTIVES, 2020, 12 (02): : 159 - 167

← 1 2 3 4 5 →