The influence of identity-driven customer engagement on purchase intention
Author(s)
Prentice, Catherine
Han, Xiao Yun
Hua, Lian-Lian
Hu, Lin
Griffith University Author(s)
Year published
2019
Metadata
Show full item recordAbstract
Drawing on social identification theory and motivation of expectancy, the current study examines the relationship between social identification, customer engagement and purchase intention in the context of online communities. Social identification is operationalised into person-to-person and person-to-community identifications, whereas customer engagement into attitudinal and behavioural engagement. This study was undertaken with members from two of the most popular online communities in China. The study confirms that identifying with other members of the online community is significantly related to identification with the ...
View more >Drawing on social identification theory and motivation of expectancy, the current study examines the relationship between social identification, customer engagement and purchase intention in the context of online communities. Social identification is operationalised into person-to-person and person-to-community identifications, whereas customer engagement into attitudinal and behavioural engagement. This study was undertaken with members from two of the most popular online communities in China. The study confirms that identifying with other members of the online community is significantly related to identification with the community; both identifications have a significant impact on customer engagement, which can lead to purchase intention.
View less >
View more >Drawing on social identification theory and motivation of expectancy, the current study examines the relationship between social identification, customer engagement and purchase intention in the context of online communities. Social identification is operationalised into person-to-person and person-to-community identifications, whereas customer engagement into attitudinal and behavioural engagement. This study was undertaken with members from two of the most popular online communities in China. The study confirms that identifying with other members of the online community is significantly related to identification with the community; both identifications have a significant impact on customer engagement, which can lead to purchase intention.
View less >
Journal Title
JOURNAL OF RETAILING AND CONSUMER SERVICES
Volume
47
Subject
Marketing