The influence of online brand community identity and brand community trust on customer loyalty--based on mediation effects of customers' participation and customers' co-created value

dc.contributor.advisorLi, Zhongwuth
dc.contributor.authorZhang, Guolingth
dc.date.accessioned2022-06-01T08:43:29Z
dc.date.available2022-06-01T08:43:29Z
dc.date.issued2022th
dc.date.issuedBE2565th
dc.descriptionThesis (Ph.D. (Management))--National Institute of Development Administration, 2022th
dc.description.abstractWith the spread of mobile communication equipment and the rapid development of the Internet economy, consumers are increasingly choosing to make purchasing decisions through the information provided by the Internet. As a result, more enterprises are accelerating their online business transformation, and more and more enterprises are joining the wave of online brand community building to maintain brand-customer relationships, help enterprises manage consumer relationships and maintain customer loyalty. As a result, the online business of the enterprise is more competitive, especially the management and services of the online community of the respective brands directly affect the survival and development of the enterprise. Therefore, it is important to increase the customer's identity, trust and loyalty to the brand. Based on the theory of social identity and the theory of trust, this study integrates the theory of customer co-created value, and from the perspective of customer co-created value, constructs a new conceptual model, and explores the influence path and mechanism of online brand community identity and brand community trust on customer loyalty. Discuss the relationship between brand community identity and brand community trust on customer participation and customer loyalty, and study the relationship between customer participation and customer co-created value, and the relationship between customer co-created value and customer loyalty. At the same time, it also discusses the role of customer participation as a single mediation between online brand community identity, trust and customer loyalty, and customer co-created value between customer participation and customer loyalty, as well as the role of customer participation and customer cocreated value as a chain mediation between online brand community identity, trust and customer loyalty. This study found that there is a significant positive correlation between brand community identity and customer participation. there is a significant positive correlation between brand community trust and customer participation. there is a significant positive correlation between brand community identity and customer loyalty. there is a significant positive correlation between brand community trust and customer loyalty. There is a significant positive impact between customer participation and customer co-created value. There is a significant positive correlation between customer co-created value and customer loyalty. At the same time, the study further confirmed that customer participation plays a partly mediation role between brand community identity and customer loyalty, customer participation plays a partly mediation role between brand community trust and customer loyalty, customer cocreated value plays a complete mediation role between customer participation and customer loyalty, customer participation and customer co-created value plays a partly mediation role between brand community identity and customer loyalty, customer participation and customer co-created value plays a partly mediation role between brand community trust and customer loyalty, effectively conveying the influence of brand community identity and brand community trust on customer loyalty. This study verifies the relationship between model variables, expands the extension of social identity theory and trust theory, enriches the content of customer co-created value theory, further verifies the application of customer co-created value theory in the online brand community, and puts forward relevant suggestions for enterprise management of online brand community, and provides reference and reference for enterprise construction and management of online brand community to maintain and improve customer loyalty and promote long-term enterprise development.th
dc.format.extent160 leavesth
dc.format.mimetypeapplication/pdfth
dc.identifier.otherb214916th
dc.identifier.urihttps://repository.nida.ac.th/handle/662723737/5861th
dc.language.isoength
dc.publisherNational Institute of Development Administrationth
dc.rightsThis work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.th
dc.subjecte-Thesisth
dc.subject.otherCustomer loyaltyth
dc.subject.otherValueth
dc.subject.otherCustomer relationsth
dc.subject.otherBranding (Marketing)th
dc.titleThe influence of online brand community identity and brand community trust on customer loyalty--based on mediation effects of customers' participation and customers' co-created valueen
dc.typetext--thesis--doctoral thesisth
dcterms.available2023-12-23th
mods.genreDissertationth
mods.physicalLocationNational Institute of Development Administration. Library and Information Centerth
thesis.degree.departmentInternational Collegeth
thesis.degree.disciplineManagementth
thesis.degree.grantorNational Institute of Development Administrationth
thesis.degree.levelDoctoralth
thesis.degree.nameDoctor of Philosophyth
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