政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/130227

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政大機構典藏 > 商學院 > 資訊管理學系 > 期刊論文 > Item 140.119/130227

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题名:	Influences of Place Attachment and Social Media Affordances on Online Brand Community Continuance
作者:	張欣綠 Chang, Hsin-Lu Wang, Kai Tai, Jeffrey C.F.
贡献者:	資管系
关键词:	Online brand community;Service experience ;Brand engagement ;Place attachment ;Social media afordances ;Continuance intention
日期:	2021
上传时间:	2020-06-22 14:31:47 (UTC+8)
摘要:	The emergence and rapid development of social media have brought customers to become an indispensable part of brand activities through conversation and co-creation with the brand. Factors affecting customers’ intentions to continually participate in online brand communities thus present a research opportunity to be explored. From the contextual and instrumental viewpoints, this study examines the effects of place attachment and social media affordances on online brand community continuance and the mediating roles of service experience and brand engagement. A model with seven hypotheses is tested using a sample of 231 online survey respondents. The PLS analysis shows that both service experience and brand engagement have positive influences on continuance intention. Also, the proposed impact of place attachment and social media affordances on service experience and brand engagement are partially supported. The results indicate that placement attachment and social media affordances indirectly drive users to continually participate in online brand communities through improving their service experience and brand engagement. The theoretical and practical implications of this study are discussed.
關聯:	Information Systems and e-Business Management
数据类型:	article
DOI 連結:	http://dx.doi.org/10.1007/s10257-019-00418-7
DOI:	10.1007/s10257-019-00418-7
显示于类别:	[資訊管理學系] 期刊論文

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