Investigating continuance intention to follow a brand micro-blog

Zhao, Haichuan; Su, Chenting; Zhang, Hua

doi:10.1177/0266666915602522

Cited by 20 publications

(41 citation statements)

References 69 publications

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“…Gan (2017) shows that useful content seeking motivates users' liking behavior; thus, content is an important cue that influences users' liking behavior. Zhao et al (2016a) proposes that users evaluate the content from two aspects: usefulness and interestingness. Accordingly, we chose these two aspects as affective cues that influence users' emotions and liking behavior.…”

Section: Content Cuesmentioning

confidence: 99%

The Role of Guanxi and Positive Emotions in Predicting Users’ Likelihood to Click the Like Button on WeChat

Zhao

Zhang

2020

Front. Psychol.

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Clicking the like button is a popularly used interaction function on social media. Although prior empirical studies have examined motives for liking behavior on social media, they have largely neglected culture-driven theories and the underlying mechanisms for why users click the like button. By integrating guanxi theory and the affective response model, we propose a conceptual model to determine what factors influence users' liking behavior on WeChat. We examine data from an online survey of 327 respondents using PLS-SEM. The findings show that content cues (i.e., content usefulness and content interestingness) positively affect WeChat users' positive emotions, which in turn predict their intention to like. More importantly, guanxi cues (i.e., mianzi giving, renqing, and ganqing) positively affect WeChat users' expected guanxi benefit, which in turn affects intention to like in two ways. On the one hand, the expected guanxi benefit has a direct positive effect on intention to like; on the other hand, this benefit can translate into positive emotions, which in turn predict users' intention to like.

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Section: Content Cuesmentioning

confidence: 99%

The Role of Guanxi and Positive Emotions in Predicting Users’ Likelihood to Click the Like Button on WeChat

Zhao

Zhang

2020

Front. Psychol.

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“…Specifically, marketers-interactivity refers to the willingness of marketers help customers and provide prompt service in a brand community [44]. Zhao et al (2015) indicated that high intensity marketers-interactivity creates two types of values: Perceived communication efficiency and perceived a high level of respect from the marketers [5]. Thus, a high intensity marketers-interactivity will make customers subjectively experience enjoyment, involvement and time distortion.…”

Section: Marketers-interactivitymentioning

confidence: 99%

“…Brand communities embedded in online social networks have become a powerful tool in marketing communications [1][2][3]. Marketers can use a brand community for product communication, promotion, and dissemination of brand-related information to their target customers; they can also use it to interact with their target customers [4][5][6]. Previous research on brand community has indicated the importance of the customer's participation to the survival of a brand community [4,5].…”

Section: Introductionmentioning

confidence: 99%

“…Marketers can use a brand community for product communication, promotion, and dissemination of brand-related information to their target customers; they can also use it to interact with their target customers [4][5][6]. Previous research on brand community has indicated the importance of the customer's participation to the survival of a brand community [4,5]. Despite this growing popularity and the general agreement on the influences of the customer's participation to a social network-based brand community, a systematic understanding by brand managers and researchers on how to facilitate the customer's participation remains elusive.…”

Section: Introductionmentioning

confidence: 99%

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Information Quality or Entities’ Interactivity? Understanding the Determinants of Social Network-Based Brand Community Participation

Zhao

2019

Future Internet

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The customer’s participation is important to the survival of a brand community. By drawing on flow theory, this research identified the most important factors that motivate the customers’ participation intention than others in a social network-based brand community. Data were collected from the Sina micro-blog. This study adopted two different but complementary methods to analyse the conceptual model: Structure equation model (SEM) and fuzzy set qualitative analysis (fsQCA). Results support most of the research hypothesis. Specifically, the findings obtained from the fsQCA indicate that information quality and platform-interactivity are necessary conditions that encourage the customers’ participation in a brand community.

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“…In this paper, it is considered that both the perceived usefulness and consumer satisfaction are part of the information service value perceived by the consumer. Many studies [6][7] have demonstrated the direct or indirect positive impacts of consumer behavior on the perceived value.…”

Section: Technology Acceptance Theory and Continuance Intention Theorymentioning

confidence: 99%

Behavior Mechanism of Internet Product Consumers Transferring from Personal Computer Terminal to Mobile Terminal

Liu¹,

Ding²,

Wang³

2019

I2M

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This paper attempts to disclose the reasons for consumers of the parent product at PC terminal to the extended product at the mobile terminal. Based on the classical theories of brand extension, technology acceptance and continuance intention, three new factors, namely, perceived integrity, irreplaceability and new value recognition, were introduced and a hypothetical model was put forward and tested through empirical analysis. The empirical results show that the satisfaction of the parent product does not affect the continuance intention of the extended product. Specifically, the perceived ease-of-use of the extended product mediates the relationship between the satisfaction of the parent product and the continuance intention of the extended product. The perceived irreplaceability of the extended product has a positive impact on the continuance intention, so do the new perceived value and perceived integrity.

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Investigating continuance intention to follow a brand micro-blog

Cited by 20 publications

References 69 publications

The Role of Guanxi and Positive Emotions in Predicting Users’ Likelihood to Click the Like Button on WeChat

The Role of Guanxi and Positive Emotions in Predicting Users’ Likelihood to Click the Like Button on WeChat

Information Quality or Entities’ Interactivity? Understanding the Determinants of Social Network-Based Brand Community Participation

Behavior Mechanism of Internet Product Consumers Transferring from Personal Computer Terminal to Mobile Terminal

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