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Towards an Insight Into Customer Behavior in Virtual Brand Communities: An Investigation of Personal and Community Characteristic Factors

Towards an Insight Into Customer Behavior in Virtual Brand Communities: An Investigation of Personal and Community Characteristic Factors
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Author(s): Thi Bich Hanh Tran (FPT University, Vietnam), Quynh Anh Nguyen (FPT University, Vietnam), Trung Thanh Le (FPT University, Vietnam), Quang Hieu Nguyen (FPT University, Vietnam), Khanh Son Nguyen (FPT University, Vietnam) and Huy Hung Dinh (FPT University, Vietnam)
Copyright: 2022
Volume: 18
Issue: 1
Pages: 26
Source title: International Journal of E-Business Research (IJEBR)
Editor(s)-in-Chief: Jeffrey Hsu (Fairleigh Dickinson University, USA)
DOI: 10.4018/IJEBR.293296

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Abstract

This study aims at exploring the effects of customer’s personal factors and characteristics of brand community on customers’ behaviors in virtual brand community. The data were collected from customers of virtual brand communities in Vietnamese context via a survey. The data show that among the customer’s personal factors, customer ability has the largest impact on customer active behaviors in virtual brand community while customer motivation and opportunity have smaller significant influences on customer behaviors. Regarding the characteristics of virtual brand community, information quality posted in virtual community has the most dramatic effect on customer involvement in active behaviors. System quality is also relevant to customer behaviors, yet virtual interactivity and rewards are unrelated to customer activity involvement. With the findings, research shows useful suggestions for businesses in Vietnam in their efforts to understand the impact of customer behavior in the virtual community.

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