| How Do Customers Derive Enjoyable Experience in Online Brand Communities? The Role of Customer-to-Customer Interaction |
Received:October 14, 2017 Revised:October 14, 2017 |
Key Words: online brand communities, customer-to-customer interaction, customer enjoyment, self-determination theory, value co-creation |
| Author Name | Affiliation | | Jifei Wu | Sun Yat-sen University | | Rong Liu* | Sun Yat-sen University | | Hongyan Yu | Sun Yat-sen University |
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Abstract: |
| Firms increasingly create value through building online brand communities (OBCs) and driving customer-to-customer interaction. As a key outcome of customer participation in OBC activities, customer enjoyable experience helps promote firm performance. Extant research seldom explores whether, how, and when customer-to-customer interaction in OBCs influences enjoyable experience. We propose research hypotheses and test them via objective data and survey in China’s real OBCs. Results show that (1) customer-to-customer interaction has a positive impact on enjoyable experience; (2) control and communitas mediate the impact; (3) theme fit mediates the mediating effects. |
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