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



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