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A Structural Equation Model for Enhancing Online Brand Community Loyalty |
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| รหัสดีโอไอ | |
| Creator | 1. Natcha Limpasirisuwan 2. Kwunkamol Donkwa |
| Title | A Structural Equation Model for Enhancing Online Brand Community Loyalty |
| Publisher | Behavioral Science Research Institute, SWU. |
| Publication Year | 2560 |
| Journal Title | International Journal of Behavioral Science |
| Journal Vol. | 12 |
| Journal No. | 1 |
| Page no. | 95-110 |
| Keyword | online brand community, perceived value, satisfaction, trust, loyalty |
| ISSN | 1906-4675 |
| Abstract | Online brand communities are an important tool for creating market opportunities.Previous studies have concluded that they generate value for their brands, yet little isknown about how to manage them in order to secure the loyalty of their members.The current study aims to test a model of members' loyalty to online brandcommunities and to study the impact of the perceived values on members' loyaltythrough mediator variables which include community satisfaction and communitytrust. The samples obtained are active participants of Facebook fan pages forautomobile brands in Thailand. The sample size was 512 respondents obtained byusing a systematic random sampling technique. An online questionnaire was used tocollect data, which were analyzed by means of structural equation modeling. Theresults show that the model fits the empirical data, considering goodness of fitmeasures, namely Chi-square = 44.761 (df = 20), p-value = 0.001, (?2/df) = 2.24,CFI = 0.995, TLI = 0.985, RMSEA = 0.048, and SRMR = 0.018. The perceivedvalue factors were important for the enhancement of members' satisfaction withonline brand communities. A high degree of member satisfaction with online brandcommunities resulted in a greater trust in the communities. Moreover, the members'loyalty was influenced by their satisfaction, but not by their trust. Therefore, theresults of this study suggest that the administrators of online brand communitiesencourage the members' satisfaction by creating brand contents. These lead to highmember loyalty by positive communication intention with others. |
