A study on the impact of customer engagement on continued purchase intention for online video websites VIP service

Abstract

Along with the development of network video technology and the gradually improvement of users’ demand, the online video website user-paid market has shown great potential and vitality as an emerging blue ocean. In order to explore users’ intention to purchase online video websites VIP service continuously, the SEM is utilized to carry out an empirical research on the drive and influence of customer engagement on continued purchase intention based on the multi-dimensional customer engagement perspective of cognition, emotion and behavior with the introduction of perceived value as a mediator variable. Empirical results show that customer’s emotion and behavior engagement have positive impacts on perceived value; utilitarian value and hedonic value of perceived value have significant positive impacts on continued purchase intention. While cognition and emotion as well as behavior engagement also have directly promoting effects on continued purchase intention. Focusing on multi-dimension customer engagement, the research has not only enriched the relevant theories of continuous purchase intention, but also provided effective theoretical guidance for improvement of online video websites VIP service.