Journal of Northeastern University(Social Science) ›› 2016, Vol. 18 ›› Issue (1): 36-41.DOI: 10.15936/j.cnki.1008-3758.2016.01.007

• Economics and Management • Previous Articles     Next Articles

Factors Affecting the Loyalty of Spontaneous Group-buying Users in Virtual CommunitiesFrom the Perspective of Customer Experience

NING Lian-ju, WANG Wei   

  1. (School of Economics & Management, Beijing University of Posts and Telecommunications, Beijing 100876, China)
  • Received:2015-06-25 Revised:2015-06-25 Online:2016-01-25 Published:2016-01-26
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Abstract: The loyalty of spontaneous group-buying users in virtual communities was analyzed from the perspectives of attitude and behavior. Based on the theory of user experience, the factors affecting the loyalty of spontaneous group-buying users in virtual communities were explored from three dimensions, namely, utilitarian experience, cool experience and social experience. Via the data from both online and offline channels, the model concerned was tested. The empirical research showed that utilitarian experience, cool experience and social experience have significant positive effect on the user loyalty of spontaneous group-buying in virtual communities.

Key words: virtual community, spontaneous group-buying, loyalty, customer experience

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