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Open AccessArticle

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

by Min Han 1,2, Jiacong Wu 1,2,*, Yu Wang 1,2,* and Mingying Hong 1,2
1
School of International Business, Jinan University (Zhuhai Campus), Zhuhai 519070, China
2
Institute of Management Science and Engineering, Jinan University (Zhuhai Campus), Zhuhai 519070, China
*
Authors to whom correspondence should be addressed.
J. Open Innov. Technol. Mark. Complex. 2018, 4(4), 46; https://doi.org/10.3390/joitmc4040046
Received: 9 August 2018 / Revised: 27 August 2018 / Accepted: 29 August 2018 / Published: 27 September 2018
(This article belongs to the Special Issue Business Model Innovation)
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. View Full-Text
Keywords: brand community; customer perceived benefits; user’s continuance intention; customer satisfaction; expectation confirmation theory brand community; customer perceived benefits; user’s continuance intention; customer satisfaction; expectation confirmation theory
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Han, M.; Wu, J.; Wang, Y.; Hong, M. A Model and Empirical Study on the User’s Continuance Intention in Online China Brand Communities Based on Customer-Perceived Benefits. J. Open Innov. Technol. Mark. Complex. 2018, 4, 46.

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