Exploring oppositional loyalty and satisfaction in firm-hosted communities in China
Exploring oppositional loyalty and satisfaction in firm-hosted communities in China
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DOI：
10.1108/intr-07-2018-0344
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发表时间：
2019-10
期刊：
影响因子：
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通讯作者：
Ruo-yu Liang;W. Guo;Ling-Hao Zhang
中科院分区：
文献类型：
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作者：
Ruo-yu Liang;W. Guo;Ling-Hao Zhang
目的 越来越多的公司已经意识到公司托管的在线社区 (FOC) 的巨大商业潜力，并出于不同目的启动了自己的平台。然而，系统探讨 FOC 背景下的反对派忠诚度和客户满意度的研究有限。本文的目的是通过应用期望确认模型（ECM），从社会资本和电子质量的角度研究反对派忠诚度和满意度的决定因素。设计/方法/途径 应用偏最小二乘技术测试研究模型，并从对中国两个流行智能手机社区的成员（n=512）进行的调查中收集数据。结果显示，满意度、信任和共同语言是反对派忠诚的重要先决条件。利益确认、信息质量、服务质量、信任和社会关系对满意度的形成有很强的影响。原创性/价值本研究是一项以多种理论为指导的原创性实证研究。它为信息系统使用文献做出了贡献，并就如何在 FOC 中培养用户的反对忠诚度和满意度提供了意见。这项工作还拓宽了 ECM 的应用，并为未来对立品牌忠诚度的研究提供了替代的理论框架。
Purpose An increasing number of companies have become aware of the considerable commercial potential of firm-hosted online communities (FOC) and initiated their own platform for different purposes. However, limited research has systematically explored oppositional loyalty and customer satisfaction in the context of FOC. By applying the expectation–confirmation model (ECM), the purpose of this paper is to investigate the determinants of oppositional loyalty and satisfaction from the perspective of social capital and e-quality. Design/methodology/approach A research model was tested by applying partial least squares technique, and data were collected from a survey of members (n=512) of two popular smartphone communities in China. Findings Results revealed that satisfaction, trust and shared language are the significant antecedents of oppositional loyalty. Benefits confirmation, information quality, service quality, trust and social tie exert strong effects on the formation of satisfaction. Originality/value This study is an original empirical research guided by several theories. It contributes to the information system usage literature and provides opinions regarding how users’ oppositional loyalty and satisfaction can be developed in the FOCs. This work also widens the application of ECM and provides an alternative theoretical framework for future research on oppositional brand loyalty.