The Influence of Perceived Quality in virtual brand communities on purchase intentions-Involvement and Product Complexity as Moderators

• Main Authors: Chih Chung Liu, 劉致中
• Other Authors: Chung Ue Wang
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/05166847176500959836

碩士 === 國立高雄應用科技大學 === 企業管理系 === 100 === There are numerous studies regaring virtual brand communities, but few scholars try to explore what factors will influence purchase intention via reduce uncertainty. Theory Uncertainty Reduction Theory (URT), that is, information quality, relationship quality and service quality are viewed as antecedent variables, purchase intentions are viewed as the dependent variable, involvement as well as the degree of product complexity are viewed as moderators, and reduce uncertainty is viewed as mediator. In this study, questionnaire was used to collect data, and finally 244 valid sample are adopted, Using structural equation modeling (SEM) for data analysis, the results are follows: (1) uncertainty reduction positively influence purchase intentions. (2) information quality postvely influence uncertainty reduction. (3) product complexity positively moderates the relationship between quality and uncertainty reduction. Based on the findings of this study relevant recommendations.