Pai, Pei-Yu and Tsai, Hsien-Tung. (2011) How virtual community participation influences consumer loyalty intentions in online shopping contexts : an investigation of mediating factors. Behaviour and Information Technology, Vol.30 (No.5). pp. 603-615. ISSN 0144-929X

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Abstract

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.

Item Type:	Journal Article
Subjects:	H Social Sciences > HF Commerce H Social Sciences > HM Sociology
Divisions:	Faculty of Social Sciences > Warwick Business School > Marketing & Strategic Management Faculty of Social Sciences > Warwick Business School
Library of Congress Subject Headings (LCSH):	Computer networks -- Social aspects, Internet -- Social aspects, Online social networks, Internet marketing, Consumer behavior, Consumer satisfaction, Customer loyalty
Journal or Publication Title:	Behaviour and Information Technology
Publisher:	Taylor & Francis Ltd.
ISSN:	0144-929X
Date:	2011
Volume:	Vol.30
Number:	No.5
Page Range:	pp. 603-615
Identification Number:	10.1080/0144929X.2011.553742
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access
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URI:	http://wrap.warwick.ac.uk/id/eprint/38621

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