Research on the Influencing Factors of Customer's Purchasing Intention in Virtual Brand Community
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Yin Fukang, Zhao Zhongguo, Chen Yang
This study builds a model based on the influence of members of the virtual brand community. The empirical results show that: interactive fairness positively affects the information quality of positive electronic word-of-mouth, brand community identity and customer purchase intention. The information quality of positive electronic word-of-mouth positively affects brand community identity and customer purchase intention. Brand community identity positively affects customer purchase intention. This study demonstrates the impact of community managers and other community members on customers' willingness to purchase, while providing advice on business operations.
Interactive Fairness, E-WOM, Information Quality, Brand Community Identity, Purchasing Intention