Record Details

THE VALUE OF IT HABIT IN MICROBLOGS ON BRAND LOYALTY

International Journal of Electronic Commerce Studies

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Field Value
 
Title THE VALUE OF IT HABIT IN MICROBLOGS ON BRAND LOYALTY
 
Creator Zhang, Hong; University of Science and Technology of China/City University of Hong Kong
Zhang, Kem Z.K.; University of Science and Technology of China
Lee, Matthew K.O.; City University of Hong Kong
Feng, Feng; University of Science and Technology of China
 
Subject Microblogs; Virtual Community; Brand Loyalty; IT habit; Satisfaction
 
Description With the prevalence and potential value of microblogs, many marketers have leveraged this technology to build brand community for broadcasting products and attracting consumers. However, from a marketing point of view, few studies address how practitioners can benefit from microblogs in terms of building brand loyalty. This study investigates the effects of IT habit on brand loyalty within microblogs. We develop a research model and empirically test it using data collected from a survey on a Chinese microblog site. The findings suggest that consumers’ habit of using microblogs to follow their preferred brands can significantly affect their brand loyalty. Satisfaction, importance, and social interaction are found to be important antecedents of IT habit. Theoretical and practical implications are offered.To cite this document: Hong Zhang, Kem Z.K. Zhang, Matthew K.O. Lee, and Feng Feng, "The value of it habit in microblogs on brand loyalty", International Journal of Electronic Commerce Studies, Vol.5, No.1, pp. 63-80, 2014.Permanent link to this document:http://dx.doi.org/10.7903/ijecs.1069
 
Publisher Academy of Taiwan Information Systems Research
 
Contributor —
 
Date 2014-07-25
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
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Format application/pdf
 
Identifier http://academic-pub.org/ojs/index.php/ijecs/article/view/1069
 
Source International Journal of Electronic Commerce Studies; Vol 5, No 1 (2014); 63-80
2073-9729
 
Language eng
 
Relation http://academic-pub.org/ojs/index.php/ijecs/article/view/1069/169
 
Rights Copyright (c) 2014 International Journal of Electronic Commerce Studies