A Study on Chinese Mobile Internet Users’ Continuance Intention of Online Brand Community

Purpose Consumers share negative brand experience in many occasions to vent their emotion and seek support. The purpose of this paper is to investigate the impact of negative sharing on members’ happiness in online brand communities by drawing from two opposing constructs: social support and social exclusion. Design/methodology/approach Both survey and experiment methods were employed to test the conceptual model. Online survey data were collected from 1,015 mobile internet users. Findings The findings reveal that negative sharing may enhance a sharer’s happiness through online social support particularly for novice community members. The findings also indicate greater online social exclusion for experienced members than for novice members. These findings cast doubt on the widely held assumption that increased engagement in a community will always produces positive outcomes. The moderating effect of membership duration is confirmed with an experiment of MI’s brand community members. Research limitations/implications The study of happiness in online brand community sheds new light on consumer–brand and user–community relationships. Originality/value While most previous studies on negative sharing only explored the negative side of consequences, the authors contribute to this line of research by introducing both positive (social support) and negative (social exclusion) outcomes of negative reviews. The model also explains the conditions under which negative reviews enhance social support and social exclusion.

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A Model and Empirical Study on the User’s Continuance Intention in Online China Brand Communities Based on Customer-Perceived Benefits

Journal of Open Innovation Technology Market and Complexity ◽

10.3390/joitmc4040046 ◽

2018 ◽

Vol 4 (4) ◽

pp. 46 ◽

Cited By ~ 7

Author(s):

Min Han ◽

Jiacong Wu ◽

Yu Wang ◽

Mingying Hong

Keyword(s):

Customer Satisfaction ◽

Corporate Strategy ◽

Positive Impact ◽

Perceived Benefits ◽

Brand Community ◽

Continuance Intention ◽

Online Questionnaire ◽

Brand Communities ◽

Online Brand Communities ◽

Online Brand Community

Many Chinese companies have recently joined a trend to build their own online brand community, which is good for their corporate strategy and even for innovation, but with a high failure rate due to the low continuance intentions of users. In addition, related research is rare, especially for studies on the relationships between customer-perceived benefits, satisfaction, and the continuance intention of users. The objective of this study was to examine the existing relationships between three constructs: customer-perceived benefits, satisfaction, and user’s continuance intention, in the context of Chinese online brand communities from the perspective of the process. An online questionnaire surveyed 153 online brand community users to understand the relationship between customer-perceived benefits, customer satisfaction, and user’s continuance intention. The data analysis shows that customer-perceived benefits as an antecedent variable have an important influence on the satisfaction and continuance intention of users. Customer satisfaction as a mediator variable also makes a significant positive impact on the user’s continuance intention. At a practical level, the result provides further insight into online brand community operation strategies, and provides managers with new ideas and suggestions for business innovation models.

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Online Brand Community Social Capital Scale

PsycTESTS Dataset ◽

10.1037/t77646-000 ◽

2019 ◽

Author(s):

Stephanie Meek ◽

Maria Ryan ◽

Claire Lambert ◽

Madeleine Ogilvie

Keyword(s):

Social Capital ◽

Brand Community ◽

Online Brand Community

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Understanding Customers' Continuance Intention

ACM SIGMIS Database the DATABASE for Advances in Information Systems ◽

10.1145/3462766.3462771 ◽

2021 ◽

Vol 52 (2) ◽

pp. 68-93

Author(s):

Bangaly Kaba

Keyword(s):

Information And Communication Technologies ◽

Structural Equation ◽

Service Providers ◽

Equation Modeling ◽

Continuance Intention ◽

Internet Service ◽

Digital Inequality ◽

Internet Users ◽

The Difference ◽

Use Behavior

The purpose of this study is to understand the difference between Internet users' continuing use behavior in the context of digital inequality. Data were collected through a survey of Internet users in the Ivory Coast. The structural equation modeling technique was used to test the research hypothesis. This study showed empirically that concern over information and communication technologies (ICT) access as an explanation for digital inequality should be toned down. This research suggests emphasizing alternative factors to explain Internet sustained use intention by underprivileged individuals, including normative beliefs. The results will help internet service providers, governments, and international aid agencies to better understand users' behaviors or reactions to ICT available to them. This understanding provides a foundational platform upon which viable and effective information technology-enabled solutions and policies can be conceptualized and implemented. This study is one of the few that integrate three salient beliefs to differentiate ICT use continuance intention in the context of digital inequality.

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Online brand communities as heterogeneous gatherings: a netnographic exploration of Apple users

Journal of Product & Brand Management ◽

10.1108/jpbm-10-2015-1018 ◽

2017 ◽

Vol 26 (4) ◽

pp. 375-385 ◽

Cited By ~ 18

Author(s):

Tuğba Özbölük ◽

Yunus Dursun

Keyword(s):

Design Methodology ◽

Participant Observation ◽

Opinion Leader ◽

Brand Community ◽

Community Members ◽

Content Type ◽

Brand Communities ◽

Online Brand Communities ◽

Different Types ◽

Online Brand Community

Purpose This paper aims to investigate the different types of members based on their roles within an online brand community dedicated to Apple. Design/methodology/approach Design/methodology/approach Data are drawn from an 18-month netnographic study, including participant and non-participant observation. Findings Findings reveal that members of the online brand community share a common goal but they are heterogeneous in many respects. In this research, five different types of brand community members are identified: learner, pragmatist, activist, opinion leader and evangelist. These findings emphasize the heterogeneity of the brand community or the differences of members and subgroups they form in the community. Practical implications This paper offers some insights for brand managers. There are different sub-tribes in online brand communities and these sub-tribes develop their own meanings of the brand. This means that online brand communities do not form one single homogenous target group and can be segmented into subgroups. Findings also offer a deeper understanding of negative characteristics of online brand community members. The role “activist” found in this study may be crucial for marketers, as activists can represent the negative side of online brand communities. Originality/value The literature on brand communities has focused predominantly on the homogeneity of these communities. This paper extends the literature by demonstrating the heterogeneity in an online brand community. The paper contributes to the brand community literature by substantiating that online brand community members can be segmented into subgroups based on their roles within the community. In addition, the paper extends the existing literature on brand communities that has overlooked the destructive consumer roles.

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