The effect of customer perception of resource investment congruency in firm-hosted online community on customer\'s behavioral intentions:The case of Duy Tan University

• Main Authors: Nguyen Nhat, Chuong, 阮中原
• Other Authors: Yun-hsin Chou
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/p6vhrn

碩士 === 元智大學 === 經營管理碩士班(行銷學程) === 107 === Based on the Service Dominant Logic, the value co-creation, the congruence theory, author built up a framework to study about the effect of resources investment congruency in value co-creation in firm-hosted online community on customer’s favorable behavioral intention. This research tries to explore whether the congruence between the perception of customer on how much resources that they are investing, and how much resources that firm is investing in to the value co-creation process on firm-hosted online community, will influent customer’s favorable behavioral intention. The study will be conducted at Duy Tan University, in the context of the university-hosted online community (Facebook fan page and group). Data was collected from 408 students who is a member of Duy Tan University online community to run the polynomial regression and surface response to test the congruence and see how the indifferent will affect to the behavioral intention.