Virtual community, purchasing behaviour, and emotional well-being

Chou, Cindy Yunhsin & Sawang, Sukanlaya (2015) Virtual community, purchasing behaviour, and emotional well-being. Australasian Marketing Journal, 23(3), pp. 207-217.

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The benefits of virtual communities in increasing firms' profits, instilling knowledge in consumers, and enhancing consumers' social experience and enjoyment are widely recognised. However, relatively little is known about how the use of a virtual community could influence consumers' emotional well-being. This study examines the relationships among virtual community features (structural and experiential routes) as antecedents of virtual community engagement, including quality of use of virtual communities (time spent online and level of information exchange), electronic word-of-mouth (eWOM) purchasing behaviour, and consumers' emotional experience. Furthermore, by extending the cultural perspective to virtual community engagement, this study examines the role of collectivistic values on the aforementioned relationships. The proposed hypotheses are tested on the basis of data collected from 286 members of different virtual communities in Taiwan. The results partially support the theory that features of virtual communities influenced the quality of use, which then has a subsequent effect on consumer eWOM purchasing and emotional well-being. The results of the empirical analysis add credence to the proposed relationships. The role of collectivistic values is also partially supported. A detailed discussion of the findings and limitations of this study is provided.

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ID Code: 85895
Item Type: Journal Article
Refereed: Yes
Keywords: Emotional Well-being, Virtual Community, Collectivistic Value, Quality of Use
DOI: 10.1016/j.ausmj.2015.06.001
ISSN: 1441-3582
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Consumer-Oriented Product or Service Development (150501)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Management
Copyright Owner: Copyright 2015 Australian and New Zealand Marketing Academy
Deposited On: 21 Jul 2015 23:35
Last Modified: 14 Dec 2015 06:13

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