The effects of functional value, hedonic value and social value on customer participation: A study of fanpages in Vietnam

Abstract

This study examines the effects of functional value, hedonic value and social value on customer participation in fanpages in developing country like Vietnam. Besides, it checks the effect of customer participation in fanpage on life satisfaction. An empirical test with the sample of 231 customers was analyzed by means of structural equation modeling. The results show that both functional value and social value has a positive effect on customer participation in fanpage. In five traits of personality, just extraversion and conscientiousness have the moderating effect on the relationship between functional value, hedonic value, social value and customer participation. Finally, the participation of customer on fanpage has positive effect on life satisfaction. In general, this study suggests some important guidelines for marketing managers for improve their fanpage to keep the existing customers and attract more potential customers.