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Moderating effects of age, income and internet usage on Online Brand Community (OBC)-induced purchase intention

Anurag Tiruwa (Delhi Technological University, Delhi, India)
Rajan Yadav (Delhi Technological University, Delhi, India)
Pradeep Kumar Suri (Delhi Technological University, Delhi, India)

Journal of Advances in Management Research

ISSN: 0972-7981

Article publication date: 15 March 2018

Issue publication date: 25 July 2018

1495

Abstract

Purpose

The purpose of this paper is to understand the customer attitude and perception towards the online brand communities (OBCs) and purchase intention (PI). The paper also analyses the moderating effects of age, income and internet usage on the relationship among the proposed variables.

Design/methodology/approach

The study employed a multi-analytical approach through the use of structural equation modelling and neural networks to test the proposed framework. The information was obtained from 236 respondents using a web-based questionnaire survey. Further, moderation analysis, with age, annual family income and weekly internet usage as moderating variables, was conducted on the structural model.

Findings

The results of the analysis demonstrate that the multi-group moderating effect for different groups within age, income and internet usage have significant differences for the relationships between the independent variables content perception, perceived usefulness, critical mass, brand attachment and attitude towards brand and the dependent variable, PI.

Originality/value

The study is one of its kind to understand and analyse the role of moderating variables (age, income and internet usage) on OBC-induced PI.

Keywords

Citation

Tiruwa, A., Yadav, R. and Suri, P.K. (2018), "Moderating effects of age, income and internet usage on Online Brand Community (OBC)-induced purchase intention", Journal of Advances in Management Research, Vol. 15 No. 3, pp. 367-392. https://doi.org/10.1108/JAMR-04-2017-0043

Publisher

:

Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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