Moderating effects of age, income and internet usage on Online Brand Community (OBC)-induced purchase intention

Anurag Tiruwa, Rajan Yadav and Pradeep Kumar Suri

Journal of Advances in Management Research, 2018, vol. 15, issue 3, 367-392

Abstract: Purpose - The purpose of this paper is to understand the customer attitude and perception towards the online brand communities (OBCs) and purchase intention (PI). The paper also analyses the moderating effects of age, income and internet usage on the relationship among the proposed variables. Design/methodology/approach - The study employed a multi-analytical approach through the use of structural equation modelling and neural networks to test the proposed framework. The information was obtained from 236 respondents using a web-based questionnaire survey. Further, moderation analysis, with age, annual family income and weekly internet usage as moderating variables, was conducted on the structural model. Findings - The results of the analysis demonstrate that the multi-group moderating effect for different groups within age, income and internet usage have significant differences for the relationships between the independent variables content perception, perceived usefulness, critical mass, brand attachment and attitude towards brand and the dependent variable, PI. Originality/value - The study is one of its kind to understand and analyse the role of moderating variables (age, income and internet usage) on OBC-induced PI.

Keywords: Network analysis; Structural equation modelling; Technology adoption; Social network analysis; Brand pages; Online brand community (search for similar items in EconPapers)
Date: 2018
References: Add references at CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
https://www.emerald.com/insight/content/doi/10.110 ... d&utm_campaign=repec (text/html)
https://www.emerald.com/insight/content/doi/10.110 ... d&utm_campaign=repec (application/pdf)
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eme:jamrpp:jamr-04-2017-0043

DOI: 10.1108/JAMR-04-2017-0043

Access Statistics for this article

Journal of Advances in Management Research is currently edited by Prof Ravi Shankar and Prof Surendra Yadav

More articles in Journal of Advances in Management Research from Emerald Group Publishing Limited
Bibliographic data for series maintained by Emerald Support ().