Loading...
Please wait, while we are loading the content...
Similar Documents
Mechanism Analysis about how Information Seeking Strategies Affect Value Co-creation in Virtual Brand Community
| Content Provider | Semantic Scholar |
|---|---|
| Author | Mao, Yihua Xu, Zhongyang Li, Jingping |
| Copyright Year | 2016 |
| Abstract | Value co-creation(VC) is gradually becoming a hot research topic because of its commercial significance. In order to study the happening mechanism of value co-creation be haviors(VCBs), this paper presents a mechanism path from information seeking strategies(ISSs) to VCBs in virtual brand community on the basis of literature review. This paper identifies sense of virtua l community (SOVC) as an intermediate variable, defines four types of ISSs as a front variable of SOVC, and introducts personal innovativeness(PI) as a regulating variable.And our analysis show that different ISSs will significantly affect the level of SOVC, SOVC will significantly influence VCBs,and this process also will be affected by PI. This article provides a groundbreaking breakthrough point for the research about happening mechanism of VC. |
| File Format | PDF HTM / HTML |
| DOI | 10.2991/emcm-15.2016.5 |
| Alternate Webpage(s) | https://download.atlantis-press.com/article/25849543.pdf |
| Alternate Webpage(s) | https://doi.org/10.2991/emcm-15.2016.5 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
