Effects of Customer Heterogeneity on Participation Performance in Virtual Brand Community: A Two-Stage Semiparametric Approach

Studies have employed various performance measures to determine the effect of virtual brand community (VBC) participation on customer values. However, different single-factor measures usually lead to conflicting results. This study proposes an overall participation performance measure, VBC participation performance, which follows a holistic-view definition of customer values, including frequency of customer visit, purchase frequency, purchase...