Engaging Gen Y Customers in Online Brand Communities: A Cross-National Assessment

作者：

Highlights：

• Advances a new second-order OBC-SiteQUAL construct (Online Brand Community Website Quality) comprising three first-order dimensions.

• Empirically establishes Socialization as part of the quadripartite CE (customer engagement) conceptualization.

• Empirically establishes OBC-SiteQUAL as a critical technology-based stimulant that heightens CE perceptions.

• Consistent with S-O-R theory premise, the mediating effect of CE (O) between OBC-SiteQUAL (S) and behavioral loyalty (R) is identified.

• Effect of OBC-SiteQUAL, in conjunction with brand involvement, heightens CE and behavioral loyalty for Gen Y consumer’s across China and the U.S; evidence of the difference between older and younger Gen Y is identified.

摘要

•Advances a new second-order OBC-SiteQUAL construct (Online Brand Community Website Quality) comprising three first-order dimensions.•Empirically establishes Socialization as part of the quadripartite CE (customer engagement) conceptualization.•Empirically establishes OBC-SiteQUAL as a critical technology-based stimulant that heightens CE perceptions.•Consistent with S-O-R theory premise, the mediating effect of CE (O) between OBC-SiteQUAL (S) and behavioral loyalty (R) is identified.•Effect of OBC-SiteQUAL, in conjunction with brand involvement, heightens CE and behavioral loyalty for Gen Y consumer’s across China and the U.S; evidence of the difference between older and younger Gen Y is identified.

论文关键词：Social media,Site quality,Brand community,Customer engagement,Loyalty

论文评审过程：Received 19 March 2020, Revised 25 August 2020, Accepted 16 September 2020, Available online 5 October 2020, Version of Record 5 October 2020.

论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2020.102252