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A Study on Chinese Mobile Internet Users’ Continuance Intention of Online Brand Community

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New Media and Chinese Society

Part of the book series: Communication, Culture and Change in Asia ((CCCA,volume 5))

Abstract

With the development of internet technology, online brand community has become a vital platform for corporations to execute marketing communication plans. This paper, from the perspective of consumers, studies the relations between mobile Internet users’ perceived characteristics of online brand community and their continuance intention in the environment of mobile Internet. Through the empirical studies of structural equation model, we find that consumers’ perceived ease of use of online brand community positively influences perceived usefulness and interactivity which have a significantly positively influence on users’ satisfaction with online brand community. Meanwhile, the satisfaction with online brand community will promote consumers’ continuance intention of online brand community. This research enriches the theoretical understanding of online brand community and provides insight for the practice and construction of online brand community.

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Author information

Authors and Affiliations

  1. School of Journalism and Communication, Zhengzhou University, Zhengzhou, Henan, China

    Yuanbing Deng

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  1. Yuanbing Deng
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Correspondence to Yuanbing Deng .

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Editors and Affiliations

  1. Institute of Chinese Enterprises Development, Antai College of Economic & Management, Shanghai Jiao Tong University, Shanghai, China

    Ke Xue

  2. Antai College of Economic & Management, Shanghai Jiao Tong University, Shanghai, China

    Mingyang Yu

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Deng, Y. (2017). A Study on Chinese Mobile Internet Users’ Continuance Intention of Online Brand Community. In: Xue, K., Yu, M. (eds) New Media and Chinese Society. Communication, Culture and Change in Asia, vol 5. Springer, Singapore. https://doi.org/10.1007/978-981-10-6710-5_12

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