Ontology highlight
ABSTRACT:
SUBMITTER: Zhang Z
PROVIDER: S-EPMC9083115 | biostudies-literature | 2022
REPOSITORIES: biostudies-literature
Frontiers in psychology 20220425
Along with the increasing trend of transactions occurring on social media, the consumption of Chinese cultural and creative products has increased even against the background of the COVID-19 pandemic. In this context, this article aims to analyze the relationships between virtual community-based social identity and cultural and creative product customer engagement (CE) behaviors. To this end, social identity theory and CE behavior theory were applied to previous research model. Structural equati ...[more]