How to Manage the Virtual Brand Community to Improve Brand Preference: Views from the Perceived Interactivity

dc.contributor.author Zhu, Junxuan
dc.contributor.author Zhu, Ying
dc.contributor.author Hua, Ying
dc.date.accessioned 2019-01-03T00:07:23Z
dc.date.available 2019-01-03T00:07:23Z
dc.date.issued 2019-01-08
dc.description.abstract The aim of this research is to investigate the effects of perceived interactivity of virtual brand community on customer perceived value as well as on brand preference. Data collected through a survey with 221 respondents supported the research model. This study classifies perceived interactivity as either with community or with customer, and posited that these two types have different operating mechanisms toward perceived value including emotional value, information value and social value, and brand preference. However perceived interactivity with customer does not affect brand preference significantly. Adapted by S-O-R model, perceived value mediates the relationship between the degree of interactions on sites and brand preference. These two supplements on theoretical models clearly explain the source path of brand preference.Z
dc.format.extent 10 pages
dc.identifier.doi 10.24251/HICSS.2019.327
dc.identifier.isbn 978-0-9981331-2-6
dc.identifier.uri http://hdl.handle.net/10125/59709
dc.language.iso eng
dc.relation.ispartof Proceedings of the 52nd Hawaii International Conference on System Sciences
dc.rights Attribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.uri https://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subject Social Media Management in Big Data Era
dc.subject Digital and Social Media
dc.subject Brand Preference, Perceived Interactivity, Perceived Value, S-O-R Model, Virtual Brand Community
dc.title How to Manage the Virtual Brand Community to Improve Brand Preference: Views from the Perceived Interactivity
dc.type Conference Paper
dc.type.dcmi Text
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