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.



Citation:

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.

Authors

Rong Liu, Nanchang University, China
Hongyan Yu, Sun Yat-sen University, China
Xiangyun Zhang, Sun Yat-sen University, China



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018



Share Proceeding

Featured papers

See More

Featured

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

Read More

Featured

The Impact of Previews on the Enjoyment of Multicomponent Multimedia Experiences

Jayson S. Jia, University of Hong Kong
Baba Shiv, Stanford University, USA

Read More

Featured

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

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.