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An Empirical Study on Relationship between Knowledge Sharing in -Virtual Communities and Consumers Brand Switching Intention |
CHANG Ya-Ping, ZHU Dong-Hong, ZHANG Jin-Long |
Huazhong University of Science and Technology, Wuhan, China |
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Abstract This paper is designed to explore the relationship between knowledge sharing in virtual communities and consumers' brand switching intention by empirical methods. A relationship model of sharing degree, the content of sharing and consumers' brand switching intention is constructed. The results show that sharing degree affects consumers' brand switching intention in virtual community environment through expectations, perceived product quality, perceived value and brand reputation and the contents of sharing have no significant impact on the consumers' brand switching intention.
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Received: 04 June 2008
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