Effect of online brand community on customer value exploration : Reconciling mixed findings via regulatory focus theory

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)Not applicablepeer-review

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Author(s)

Related Research Unit(s)

Detail(s)

Original languageEnglish
Title of host publication35th International Conference on Information Systems "Building a Better World Through Information Systems", ICIS 2014
PublisherAssociation for Information Systems
StatePublished - 2014

Conference

Title35th International Conference on Information Systems: Building a Better World Through Information Systems, ICIS 2014
PlaceNew Zealand
CityAuckland
Period14 - 17 December 2014

Abstract

This study seeks to address the mixed findings of prior studies regarding the effect of online brand community on customer value. Based on the regulatory focus theory, we hypothesize that participation in a brand community tend to increase both visit and purchase frequencies of customers with promotion-focus; on the contrary, the same would typically decrease visit and purchase frequencies of customers with prevention-focus. By analyzing data from an online brand community using a "propensity-score matching" technique, we found a partial validation that attendance of the community led to increases in customer visit frequency for customers with both promotion-focus and prevention-focus. Further, our results show that customers with promotion-focus tend to purchase more; while customers with prevention-focus slightly decreased their purchase volume. Both theoretical and practical implications of our findings are discussed in the paper.

Research Area(s)

  • Online brand community, Purchase frequency, Regulatory focus

Citation Format(s)

Effect of online brand community on customer value exploration : Reconciling mixed findings via regulatory focus theory. / Wu, Ji; Huang, Liqiang; Zhao, J. Leon; Hua, Zhongsheng.

35th International Conference on Information Systems "Building a Better World Through Information Systems", ICIS 2014. Association for Information Systems, 2014.

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)Not applicablepeer-review