Impact of Consumer Empowerment on Satisfaction in an Online Brand Community: Mediating role of the Online Experience Toward the Brand

International Review of Management and Marketing Pub Date : 2022-11-28 DOI:10.32479/irmm.13776

Habiba Ben Ameur, Kaouther Saied Ben Rached

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引用次数: 0

Abstract

In a connected world, the consumer has become an actor, informed and has access to all types of information. He can express his opinions, his experiences and seeks to acquire more control and power, which gives him meaning in his consumption (Moussafir and Qmichchou, 2021). According to Pruche (2014), consumer empowerment is associated more particularly with the development of e-commerce, which not only allows access to information but also facilitates the comparison of offers and makes the consumer more autonomous in its decision-making process. Through this academic work, we sought to know the relationship between consumer empowerment and satisfaction while specifying the role of the online experience towards the brand. The results of a survey carried out among 300 Tunisian Internet users subscribed to the online brand community "Mabrouk" reveal that the relationship between empowerment-satisfaction and online empowerment-experience towards the brand is significant, while the relationship between online experience and satisfaction is not significant.

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消费者授权对在线品牌社区满意度的影响:在线品牌体验的中介作用

在一个互联的世界里，消费者已经成为一个行动者，知情并可以访问所有类型的信息。他可以表达自己的观点、经历，并寻求获得更多的控制和权力，这赋予了他消费的意义（Moussair和Qmichchou，2021）。Pruche（2014）认为，消费者赋权与电子商务的发展尤其相关，电子商务不仅允许获取信息，还促进了报价的比较，并使消费者在决策过程中更加自主。通过这项学术工作，我们试图了解消费者赋权和满意度之间的关系，同时明确在线体验对品牌的作用。对300名注册在线品牌社区“Mabrouk”的突尼斯互联网用户进行的一项调查结果显示，授权满意度与对品牌的在线授权体验之间的关系显著，而在线体验与满意度之间的关系不显著。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Review of Management and Marketing

CiteScore

1.50

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： International Review of Management and Marketing (IRMM) is the international academic journal, and is a double-blind, peer-reviewed academic journal publishing high quality conceptual and measure development articles in the areas of management, marketing, business and related disciplines.