TY - JOUR
T1 - Attitudinal and Behavioral Loyalty Toward Virtual Goods
AU - Kaur, Puneet
AU - Dhir, Amandeep
AU - Chen, Sufen
AU - Rajala, Risto
N1 - Publisher Copyright:
© 2019 International Association for Computer Information Systems.
PY - 2021/3/4
Y1 - 2021/3/4
N2 - The relationship between loyalty, purchasing of virtual goods, and use behavior of mobile instant messaging (MIM) was examined. Two forms of loyalty, attitudinal and behavioral loyalty, were considered. The study tested the model where attitudinal loyalty, including electronic word of mouth and sense of belonging, led to behavioral loyalty, including purchase intention (PI) and continuation intention (CI), and then to different types of use behavior on MIM apps. The model was built upon the theory of reasoned action. The data were collected from a web-based cross-sectional survey of young Japanese adult LINE users. The results suggest that electronic word of mouth has negative association while the sense of belonging has a positive association with CIs, but no direct association with PI. Their association with use behaviors is mediated by CI. The CI have a positive association with PI. Furthermore, PI and CI correlate with the actual use behavior.
AB - The relationship between loyalty, purchasing of virtual goods, and use behavior of mobile instant messaging (MIM) was examined. Two forms of loyalty, attitudinal and behavioral loyalty, were considered. The study tested the model where attitudinal loyalty, including electronic word of mouth and sense of belonging, led to behavioral loyalty, including purchase intention (PI) and continuation intention (CI), and then to different types of use behavior on MIM apps. The model was built upon the theory of reasoned action. The data were collected from a web-based cross-sectional survey of young Japanese adult LINE users. The results suggest that electronic word of mouth has negative association while the sense of belonging has a positive association with CIs, but no direct association with PI. Their association with use behaviors is mediated by CI. The CI have a positive association with PI. Furthermore, PI and CI correlate with the actual use behavior.
KW - Continuation intentions
KW - LINE
KW - loyalty
KW - mobile instant messaging
KW - purchase intentions
KW - sense of belongingness
KW - the theory of reasoned action
KW - word-of- mouth
UR - http://www.scopus.com/inward/record.url?scp=85107743395&partnerID=8YFLogxK
U2 - 10.1080/08874417.2019.1568844
DO - 10.1080/08874417.2019.1568844
M3 - Article
AN - SCOPUS:85107743395
SN - 0887-4417
VL - 61
SP - 118
EP - 129
JO - Journal of Computer Information Systems
JF - Journal of Computer Information Systems
IS - 2
ER -