Effect of Online Brand Community on Customer Behavior Exploration: Reconciling Mixed Findings via Regulatory Focus Theory
ICIS 2014
Published: Dec 1, 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 preventionfocus. By analyzing data...
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