How Do Customers Derive Enjoyment From Their Experiences in Online Brand Communities? the Role of Customer-To-Customer Interactions
This paper explores how customer-to-customer interactions influence customers’ enjoyments of their experiences via objective and subjective data in China. Results show that (1) customer-to-customer interactions positively impact customers’ enjoyment of their experiences, (2) control and communities mediate this impact, and (3) theme fit moderates the mediated effects of control and communities.
Rong Liu, Hongyan Yu, and Xiangyun Zhang (2018) ,"How Do Customers Derive Enjoyment From Their Experiences in Online Brand Communities? the Role of Customer-To-Customer Interactions ", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 78-78.
Rong Liu, Nanchang University, China
Hongyan Yu, Sun Yat-sen University, China
Xiangyun Zhang, Sun Yat-sen University, China
AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018
When Does Slow Mean Luxurious?: The Effect of Product Motion Speed in Brand Communications on Status Perceptions
SungJin Jung, INSEAD, Singapore
David Dubois, INSEAD, France
The Impact of Previews on the Enjoyment of Multicomponent Multimedia Experiences
Jayson S. Jia, University of Hong Kong
Baba Shiv, Stanford University, USA
No Self to Spare: How the Cognitive Structure of the Self Influences Moral Behavior
Rima Touré-Tillery, Northwestern University, USA
Alysson Light, University of the Sciences