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| How the Value Congruence Influences the Attitude of Online Customers?——The Mediating Effects of Customers Brand Affect Engagement |
| WANG Linlin,HE Jiaxun,HUANG Haiyang |
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Abstract The construct of value congruence is based on the theory of “self-congruence”, but few studies have analyzed its impact on customer behavior intention. In the digital era, with the popularity of social media, the role of customer participation in the co-creation value of enterprises is becoming more and more obvious. So this study, based on the online background, adopts the construct of brand affect engagement to explore how value congruence affects the self-brand connection (SBC) and word-of-mouth (WOM). The results indicates: value congruence has significant direct positive effects on customers’ brand affect engagement; brand affect engagement had fully mediating effect on the relationships between value congruence and self-brand connection or word-of-mouth; the effect of value congruence is mainly reflected in the value congruence of self-transcendence.
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Received: 16 November 2016
Published: 15 April 2017
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Corresponding Authors:
HE Jiaxun
E-mail: jxhe@dbm.ecnu.edu.cn
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2017, Vol. 37 
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