• How Online Beauty Brand Community Users’ Experience Contributes to Their Experiential Value, Attitudes and Continuance Intention

Abstract

Purpose – This study aims to explore the impacts of users’ experience of online brand communities community on experiential value, utilitarian attitude, and hedonic attitude, and in turn. In addition, how these factors influence users’ continuance intention.

Design/methodology/approach – The users of FashionGuide are the subjects of this study, and. We applyies structural equation modeling to test the proposed model and hypotheses.

Findings – The results confirm that users’ experience is positively and significantly related to experiential value, and in turn, influences utilitarian and hedonic attitude. Both utilitarian and hedonic attitude are also positively and significantly related to continuance intention. In addition, the results also show that users’ experience is positively and significantly related to utilitarian attitude but has no significant impact on hedonic attitude. Further, experiential value has a fully mediating effect between users’ experience and attitudes.

Research limitations/implications – This study has two main limitations. First, this study only focuses on online brand communitiesy users’y experience of beauty products, thus potentially constraining the generalization of the results. Second, there are many factors that influence continuance intention, such as satisfaction, trust propensity, and product involvement. Thus, fFuture research may consider incorporating these variables into their research model in order to provide a clearer insight into the factors that influence continuance intention for online brand communities.

Practical implications/Social implications – These findings provide to the managers ofreferences for the online brand communities community managers to supportin their decision-making.

Originality/value – This study presents new insights into the determinants of continuance intention for online brand communities.

Keywords – Online Brand Community, User Experience, Experiential Value, Utilitarian/Hedonic Attitude, Continuance Intention