Business Analysis of Virtual Community-Based Communication Structures and Customer Behavioral Perception on Purchasing Propensity, Behavioral Commitment, and Intention to Participate Considering the Mediating Role of Sustainable Customer Relationship
Keywords:
Business of virtual community-based communication structures, behavioral perception of the customer, tendency to buy, behavioral commitment,, intention to participate, sustainable relationship with the customerAbstract
Objective: This study aims to examine the impact of virtual community-based communication structures and customer behavioral perception on purchasing propensity, behavioral commitment, and intention to participate, considering the mediating role of sustainable customer relationship among Snap Shop users.
Methodology: The research employed an applied and descriptive-correlational design. The statistical population consisted of customers of Snap Shop, an online retail platform. Using simple random sampling and the Cochran formula, 384 participants were selected. Data collection was conducted via a standard questionnaire with Cronbach’s alpha values exceeding 0.7 across all variables. Data were analyzed using SPSS and SmartPLS, and the model’s validity was confirmed through convergent and discriminant validity indices.
Findings: The findings revealed significant effects of virtual community-based communication structures (β=0.307, t=4.675) and customer behavioral perception (β=0.633, t=2.205) on sustainable customer relationship. Moreover, sustainable customer relationship significantly influenced purchasing propensity (β=0.860, t=3.438), behavioral commitment (β=0.826, t=8.895), and intention to participate (β=0.913, t=3.460). Sobel test results confirmed the mediating role of sustainable customer relationship in all proposed paths.
Conclusion: The results highlight the critical role of a sustainable customer relationship in enhancing customer behavioral intentions. The findings offer practical managerial implications for improving marketing strategies in virtual community contexts and emphasize the necessity of long-term customer engagement initiatives in online retail environments.
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Copyright (c) 2025 Mohammadreza Mashayekh, Naser Shambayati, Seyyed Masoumeh Ghamkhari (Author)
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