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J4  2009, Vol. 6 Issue (11): 1536-    DOI:
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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.

Key wordsvirtual community      knowledge sharing      brand switching      network marketing     
Received: 04 June 2008     
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CHANG Ya-Ping
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CHANG Ya-Ping,ZHU Dong-Hong,ZHANG Jin-Long. An Empirical Study on Relationship between Knowledge Sharing in -Virtual Communities and Consumers Brand Switching Intention[J]. J4, 2009, 6(11): 1536-.
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