Enhancing Consumers' Stickiness to Online Brand Communities as an Innovative Relationship Marketing Strategy

doi:10.4018/IJSWIS.2019070102

Chia Nan University of Pharmacy & Science Institutional Repository > 藥理學院 > 化妝品應用與管理系(所) > 期刊論文 > Item 310902800/32561

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標題:	Enhancing Consumers' Stickiness to Online Brand Communities as an Innovative Relationship Marketing Strategy
作者:	Mei-hui Chen(陳惠美) Tsai, Kune-muh Ke, Yi-An
貢獻者:	Chia Nan Univ Pharm & Sci Natl Kaohsiung Univ Sci & Technol
關鍵字:	Customer Loyalty Online Brand Community Social Networking Site Stickiness
日期:	2019-07
上傳時間:	2020-07-29 13:49:58 (UTC+8)
出版者:	IGI GLOBAL
摘要:	With the popularity of social networking sites, enterprises start to establish their own brand communities to manage and maintain customer relationships. Consumer stickiness is regarded as one of the critical determinants for the success of a brand community. Enhancing consumers' stickiness to online communities can lead to repurchase behavior and positive word-of-mouth and thereby increase sales volume and customer recruitment. This study endeavors to explore the antecedents of consumers' stickiness to a SNS-based online brand community from the aspects of enterprises and consumers. Data were collected through online questionnaires conducted on Do-Survey website with a hyperlink posted on the PTT, the largest BBS website of Taiwan. After excluding non-usable data, the final sample size was 516. The results indicated that information quality, perceived value, and community identification have positive effects on consumers' stickiness to online brand communities. Moreover, stickiness to online brand communities has positive impacts on customer loyalty.
關聯:	International Journal On Semantic Web and Information Systems, v.15, n.3, pp.16-34
显示于类别:	[化妝品應用與管理系(所)] 期刊論文

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