Effects of Personality Traits on Member Loyalty to Online Communities: Investigation from the Views of Relationship Proneness, Relational Benefits, and Relationship Quality
International Journal of Science, Technology and Society
Volume 4, Issue 3, May 2016, Pages: 41-47
Received: Apr. 7, 2016;
Accepted: Apr. 18, 2016;
Published: May 7, 2016
Views 3628 Downloads 120
Ying-Wei Shih, Department of Information Management, National Changhua University of Education, Changhua, Taiwan
Hsien-Chang Huang, Department of Information Management, National Changhua University of Education, Changhua, Taiwan
Tzung-I Tang, Department of Management Information Systems, National Chengchi University, Taipei, Taiwan
The ubiquity of the Internet has accelerated the growth of online communities. The administrators of such communities must consider not only how to recruit new members, but also how to encourage loyalty among existing members. Based on previous works, the present study explored the relationships among personality traits, relationship proneness, relational benefits, relationship quality, and loyalty in the context of online communities. The research sample comprised 599 online community members. The results indicated the positive effects of social affiliation and involvement on relationship proneness, of relationship proneness on relational benefits, of relational benefits on satisfaction and relationship commitment, of satisfaction on relationship commitment and loyalty, and of relationship commitment on loyalty.
Effects of Personality Traits on Member Loyalty to Online Communities: Investigation from the Views of Relationship Proneness, Relational Benefits, and Relationship Quality, International Journal of Science, Technology and Society.
Vol. 4, No. 3,
2016, pp. 41-47.
Hagel, J., & Armstrong, A. (1997). Net Gain: Expanding Markets Through Virtual Communities. Boston, MA: Harvard Business School Press.
Rheingold, H. (2000). The Virtual Community: Homesteading on the Electronic Frontier. Boston, MA: MIT press.
Shih, Y.-W., Hsu, M.-H., & Lee, D.-C. (2015). Self-disclosure, interpersonal relationships, and stickiness of online communities. Psychology and Behavioral Sciences, 4(2), 71-78.
Rauyruen, P., & Miller, K. E. (2007). Relationship quality as a predictor of B2B customer loyalty. Journal of Business Research, 60(1), 21-31.
Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002). Understanding relationship marketing outcomes: An integration of relational benefits and relationship quality. Journal of Service Research, 4(3), 230-247.
De Wulf, K., Odekerken-Schröder, G., & Iacobucci, D. (2001). Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration. Journal of Marketing, 65(4), 33-50.
Odekerken-Schröder, G., Wulf, K. D., & Schumacher, P. (2003). Strengthening outcomes of retailer-consumer relationships: The dual impact of relationship marketing tactics and consumer personality. Journal of Business Research, 56(3), 177-190.
Vázquez-Carrasco, R., & Foxall, G. R. (2006). Influence of personality traits on satisfaction, perception of relational benefits, and loyalty in a personal service context. Journal of Retailing and Consumer Services, 13(3), 205-219.
Adamson, I., Chan, K. M., & Handford, D. (2003). Relationship marketing: customer commitment and trust as a strategy for the smaller Hong Kong corporate banking sector. International Journal of Bank Marketing, 21(6/7), 347-358.
Park, C.-H., & Kim, Y.-G. (2006). The effect of information satisfaction and relational benefit on consumers' online shopping site commitments. Journal of Electronic Commerce in Organizations, 4(1), 70-90.
Caruana, A. (2004). The impact of switching costs on customer loyalty: A study among corporate customers of mobile telephony. Journal of Targeting, Measurement and Analysis for Marketing, 12(3), 256-268.
Abdul-Muhmin, A. G. (2005). Instrumental and interpersonal determinants of relationship satisfaction and commitment in industrial markets. Journal of Business Research, 58(5), 619-628.
Selnes, F. (1993). An examination of the effect of product performance on brand reputation, satisfaction and loyalty. European Journal of Marketing, 27(9), 19-35.
Macintosh, G., & Lockshin, L. S. (1997). Retail relationships and store loyalty: A multi-level perspective. International Journal of Research in Marketing, 14(5), 487-497.
Cheek, J. M., & Buss, A. H. (1981). Shyness and sociability. Journal of Personality and Social Psychology, 41(2), 330-339.
Mittal, B. (1995). A comparative analysis of four scales of consumer involvement. Psychology and Marketing, 12(7), 663-682.
Kumar, N., Stern, L. W., & Achrol, R. S. (1992). Assessing reseller performance from the perspective of the supplier. Journal of marketing research, 29(2), 238-253.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. The Journal of Marketing, 58(3), 20-38.
Ringle, C. M., Wende, S., & Will, A. (2005). SmartPLS (Version 2.0 beta). Available at http://www.smartpls.de
Hair Jr., J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1995). Multivariate Data Analysis (3rd ed.). Englewood Cliffs, NJ: Prentice Hall.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Hsiao, C.-H., Shen, G. C., & Chao, P.-J. (2015). How does brand misconduct affect the brand–customer relationship? Journal of Business Research, 68(4), 862-866.
Lee, D., Moon, J., Kim, Y. J., & Yi, M. Y. (2015). Antecedents and consequences of mobile phone usability: Linking simplicity and interactivity to satisfaction, trust, and brand loyalty. Information & Management, 52(3), 295-304.
Su, L., Swanson, S. R., Chinchanachokchai, S., Hsu, M. K., & Chen, X. (2016). Reputation and intentions: The role of satisfaction, identification, and commitment. Journal of Business Research. In press.
Yoo, C. W., Kim, Y. J., & Sanders, G. L. (2015). The impact of interactivity of electronic word of mouth systems and E-Quality on decision support in the context of the e-marketplace. Information & Management, 52(4), 496-505.