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A study on the influence of customer engagement on Chinese consumers' purchase intention and brand attitude of the luxury brand community

럭셔리 브랜드 커뮤니티에서 고객 인게이지먼트가 중국 소비자의 구매의도 및 브랜드 태도에 미치는 영향

  • Danyang, Liu (Dept. of Fashion Industry, Ewha Womans University) ;
  • Kim, Hyojung (Dept. of Fashion Industry, Ewha Womans University) ;
  • Park, Minjung (Dept. of Fashion Industry, Ewha Womans University)
  • ;
  • 김효정 (이화여자대학교 의류산업학과) ;
  • 박민정 (이화여자대학교 의류산업학과)
  • Received : 2020.07.09
  • Accepted : 2020.10.06
  • Published : 2020.10.31

Abstract

Luxury companies are striving to improve their communication with customers while paying attention to online promotion and marketing activities. As companies interact with customers in luxury brand communities via various channels, they yield consumers higher value throughout the effective consumption process. In addition, this connection enhances customers' understanding of the company, making it easier for companies to acquire empathy from customers. This study aims to analyze the value factors that affect luxury brand community members' purchase intention and brand attitude. This study utilizes online survey results of four hundred prestige brand community users in China. The results reveal the positive effects of customer engagement on customer psychological empowerment and flow, the positive impacts of customer psychological empowerment and flow on community identity and brand attachment, the positive effects of community identity on purchase intentions, and the positive effects of brand attachment on purchase intentions and brand attitude. Furthermore, the results show that community types and fashion involvement partially moderate customer engagement. This study provides theoretical suggestions for relationship marketing in the luxury brand community environment. Last, this study presents practical implications that companies could utilize to create an emotional connection with their community members, resulting in an increase of customer support.

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