A STUDY ON CUSTOMER BEHAVIORS IN VIRTUAL BRAND COMMUNITIES

Abstract

Nowadays, with the development of the Internet, along with the boom of industries 4.0, has brought people to new experiences far beyond previous fantasies. Online communication, for now, is no longer strange to many people, but there are also many communities that appear to share the same interest, the virtual brand community is helping people to interact with each other through a virtual society with wide global coverage. In Vietnam, the use of the Internet for interaction is no longer strange and since then many virtual communities have been founded. There have been many factors affecting customer behavior through the virtual community and there have been many studies around the world interested in this issue. The following research uses data collected by customers in the Vietnamese territory through convenient sampling methods to accurately assess customer behavior in virtual communities in Vietnam. With the findings, research shows useful suggestions for businesses in Vietnam in their efforts to understand the impact of customer behavior in the virtual community. Keyword: Virtual brand community, motivation, ability, opportunity, information quality, system quality, virtual interactivity, member interaction, activity involvement, community promotion behavior.