The influence of identity-driven customer engagement on purchase intention

Prentice, Catherine ORCID: https://orcid.org/0000-0002-7700-3889 and Han, Xiao Yun and Hua, Lian-Lian and Hu, Lin (2019) The influence of identity-driven customer engagement on purchase intention. Journal of Retailing and Consumer Services, 47. pp. 339-347. ISSN 0969-6989


Abstract

Drawing on social identification theory and motivation of expectancy, the current study examines the relationship between social identification, customer engagement and purchase intention in the context of online communities. Social identification is operationalised into person-to-person and person-to-community identifications, whereas customer engagement into attitudinal and behavioural engagement. This study was undertaken with members from two of the most popular online communities in China. The study confirms that identifying with other members of the online community is significantly related to identification with the community; both identifications have a significant impact on customer engagement, which can lead to purchase intention.


Statistics for USQ ePrint 49868
Statistics for this ePrint Item
Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Files associated with this item cannot be displayed due to copyright restrictions.
Faculty/School / Institute/Centre: No Faculty
Faculty/School / Institute/Centre: No Faculty
Date Deposited: 09 Aug 2022 23:50
Last Modified: 10 Aug 2022 00:09
Uncontrolled Keywords: Customer engagement; Online community; Purchase; Social identification
Fields of Research (2020): 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3507 Strategy, management and organisational behaviour > 350799 Strategy, management and organisational behaviour not elsewhere classified
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350699 Marketing not elsewhere classified
Identification Number or DOI: https://doi.org/10.1016/j.jretconser.2018.12.014
URI: http://eprints.usq.edu.au/id/eprint/49868

Actions (login required)

View Item Archive Repository Staff Only