|Table of Contents|

A Research on Virtual Community Quality, Relationship Quality and Customer Engagement Behavior(PDF)

《长安大学学报（社科版）》[ISSN:1671-6248/CN:61-1391/C]

Issue:
2019年03期
Page:
16-31
Research Field:
经济与管理
Publishing date:

Info

Title:
A Research on Virtual Community Quality, Relationship Quality and Customer Engagement Behavior
Author(s):
 Han Xiaoyun;  Hua Lianlian;  Chen Shuping; Zhang Xuwen
 Business School, Sun Yat-sen University
Keywords:
 ;  ; customer engagement behavior;  relationship quality;  community quality;  virtual travel community;  SEM
PACS:
F59
DOI:
-
Abstract:

Customer engagement behavior is non-transactional behavior appearing in the interaction between customers and firms. Based on the Social Exchange Theory, the authors explored the relationship among community quality, relationship quality between customer and community, and customer engagement behavior in virtual travel communities through empirical approaches. The authors collected 316 valid questionnaires from members of virtual travel communities, analyzed the data with the statistical software SPSS22.0 and LISREL8.72, and used SEM to test the hypothesis. The result revealed that 3 kinds of community qualities -- information quality, service quality and interaction quality have significant and positive influence on relationship quality between customer and community. Furthermore, relationship quality between customer and community has significant and positive impact on customer engagement behavior toward other customers, but shows no significant influence on customer engagement behavior toward the community. The research enriches studies on influence factors of customer engagement behavior, and helps managers to manage virtual travel communities and promote customer engagement behavior effectively.

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Last Update: 2019-08-23