Influence of consumer attitude toward online brand community on revisit intention and brand trust

Na Young Jung, Soohyun Kim and Soyoung Kim

Journal of Retailing and Consumer Services, 2014, vol. 21, issue 4, 581-589

Abstract: This study proposes to illustrate the relationships between perceived benefits in using online brand communities, attitudes, revisit intention, and brand trust, and it also assesses the moderating role of two types of online brand communities: marketer- and consumer-created communities. The research model is tested by regression analysis using a random sample of 242 respondents. The study finds that social and informational benefits have positive impacts on attitude, which, in turn, significantly influence revisit intention and brand trust. The moderating effect of the type of online community was significant in predicting the relationship between attitude and brand trust but not between attitude and revisit intention. The study concludes the importance of managing online brand communities through managerial implications.

Keywords: Online brand community; Marketer-created community; Consumer-created community; Perceived benefit; Revisit intention; Theory of reasoned action (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (36)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:21:y:2014:i:4:p:581-589

DOI: 10.1016/j.jretconser.2014.04.002

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