Towards an Insight Into Customer Behavior in Virtual Brand Communities: An Investigation of Personal and Community Characteristic Factors

Thi Bich Hanh Tran, Quynh Anh Nguyen, Trung Thanh Le, Quang Hieu Nguyen, Khanh Son Nguyen, Huy Hung Dinh

Source Title: International Journal of E-Business Research (IJEBR)18(1)

ISSN: 1548-1131|EISSN: 1548-114X|EISBN13: 9781799893783|DOI: 10.4018/IJEBR.293296

MLA

Tran, Thi Bich Hanh, et al. "Towards an Insight Into Customer Behavior in Virtual Brand Communities: An Investigation of Personal and Community Characteristic Factors." IJEBR vol.18, no.1 2022: pp.1-26. http://doi.org/10.4018/IJEBR.293296

APA

Tran, T. B., Nguyen, Q. A., Le, T. T., Nguyen, Q. H., Nguyen, K. S., & Dinh, H. H. (2022). Towards an Insight Into Customer Behavior in Virtual Brand Communities: An Investigation of Personal and Community Characteristic Factors. International Journal of E-Business Research (IJEBR), 18(1), 1-26. http://doi.org/10.4018/IJEBR.293296

Chicago

Tran, Thi Bich Hanh, et al. "Towards an Insight Into Customer Behavior in Virtual Brand Communities: An Investigation of Personal and Community Characteristic Factors," International Journal of E-Business Research (IJEBR) 18, no.1: 1-26. http://doi.org/10.4018/IJEBR.293296

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Abstract

This study aims at exploring the effects of customer’s personal factors and characteristics of brand community on customers’ behaviors in virtual brand community. The data were collected from customers of virtual brand communities in Vietnamese context via a survey. The data show that among the customer’s personal factors, customer ability has the largest impact on customer active behaviors in virtual brand community while customer motivation and opportunity have smaller significant influences on customer behaviors. Regarding the characteristics of virtual brand community, information quality posted in virtual community has the most dramatic effect on customer involvement in active behaviors. System quality is also relevant to customer behaviors, yet virtual interactivity and rewards are unrelated to customer activity involvement. With the findings, research shows useful suggestions for businesses in Vietnam in their efforts to understand the impact of customer behavior in the virtual community.