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With the rapid development of technology, Internet has changed people's lives and online community has become a comprehensive platform for exchanging ideas and shopping. This study develops and tests an environmental psychology model of online impulse purchase. The model captures the moderating effect of search and experience product type on the relationship between the online impulse buying intention...
The virtual brand community (VBC) is a new brand phenomenon in Internet times. Drawing on social identity theory and the concept of the sense of community, this paper explores how the VBC impacts on consumer-based brand equity (CBBE) under the mediating effects of consumer participation, and puts forward some suggestions about building the VBC to enhance the CBBE.
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