Modeling relationship quality and consumer loyalty in virtual communities.
This study examines the formation of consumer loyalty in the context of online games. The test results indicate that both satisfaction and commitment positively influence loyalty. Virtual power status, relational interacting behavior, incentive utility, and feature enhancement positively influence satisfaction, while power status, relational interacting behavior, and incentive utility also positively influence commitment. Last, the moderating effects of gender and the implications of the findings are discussed.
Lin
Wen-Kung
WK
Department of International Business, Vanung University, Taiwan, Republic of China.
Chiu
Chou-Kang
CK
Tsai
Yuan-Hui
YH
D001292:Attitude to Computers; D003258:Consumer Behavior; D005260:Female; D006801:Humans; D020407:Internet; D007398:Interpersonal Relations; D008297:Male; D008960:Models, Psychological; D010549:Personal Satisfaction; D012737:Sex Factors; D014584:User-Computer Interface; D018910:Video Games