Re-purchase intentions and virtual customer relationships on social media brand community

Ho, Ching-Wei; Wang, Yu-Bing

doi:10.1186/s13673-015-0038-x

Table 1 Constructs and their measurement items

From: Re-purchase intentions and virtual customer relationships on social media brand community

Construct	Measurement items	Loading	α	CR	AVE
Customer–Brand relationship	This brand is accounted an important position in my mind	0.86	0.77	0.87	0.68
	I value the heritage of the brand	0.85
	I have certain degree of knowledge about this brand	0.77
Customer–Product relationship	I am proud of this product	0.83	0.81	0.89	0.72
	This product is important to me	0.89
	I would gather the information related to this product	0.83
Customer–Company relationship	I believe this company	0.89	0.91	0.94	0.84
	The company understands my needs	0.97
	The company cares about my opinions	0.96
Customer–Other customers relationship	I have met wonderful people because of the community	0.92	0.93	0.96	0.88
	I have a feeling of kinship with the other owners	0.89
	I have an interest in the community because of the other owners of the brand	0.94
Individual community participation	I often watch the brand community activities	0.84	0.74	0.85	0.66
	I’m willing to participate this community because of informational benefits	0.89
	I’m willing to participate this community because of social benefits	0.83
Individual community identification	I feel strong ties to other members	0.88	0.89	0.93	0.82
	I find it easy to form a bond with other members	0.92
	I feel emotionally attached to this community	0.92
Word-of-mouth	I often tell others about this brand	0.87	0.79	0.88	0.71
	I recommend this brand to others	0.83
	I will leave positive comments about this brand on community sites	0.81
Re-purchase intention	I will repurchase this brand in the future	0.73	0.68	0.82	0.60
	I would love to use/support this brand continuously	0.73
	I think of myself as a loyal consumer/supporter of this brand	0.86

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