The Impact of Virtual Community Customer Engagement on Consumer Electronics Brand Loyalty-ASUS as An Example

Abstract

The research has focused on the innovation based on the interaction with customers in virtual community and the influence on brand loyalty recently However there are fewer study regard innovation as the mediator between customer and brand loyalty in virtual community Therefore this study intends to explore how customers’ interaction in ASUS community influence the product innovation and further impact on innovation performance and brand loyalty In this study the survey was conducted to measure the ASUS customers’ perception in virtual community customer engagement product innovation product innovation performance and brand loyalty There are total of 313 valid samples were collected from the network questionnaires The main results of the research are as follows: (1) Product innovation will be positively affected by all factors of virtual community customer engagement (2) Brand loyalty is only positively affected by product innovation and community engagement of virtual community customer engagement while the other factors has no significant impact (3) Product innovation performance will be positively affected by product innovation but not necessarily directly affected by the virtual community customer engagement construct (4) Product innovation has a significant mediation on the relationship between virtual community customer participation and brand loyalty; and product innovation also has a significant mediation effect on community customer participation and product innovation performance (5) Product innovation performance can only be used as a dependent variance but as a mediator it will not have significant mediation effects

Date of Award	2020
Original language	English
Supervisor	Shu-Hui Chen (Supervisor)