Understanding consumers’ continuance intention toward recommendation vlogs: An exploration based on the dual-congruity theory and expectation-confirmation theory

• Published in: Electronic commerce research and applications Vol. 59; p. 101270
• Main Authors: Yang, Tiantian, Yang, Feng, Men, Jinqi
• Format: Journal Article
• Language: English
• Published: Elsevier B.V 01.05.2023
• Subjects: Continuance intention; Dual-congruity theory; Expectation-confirmation theory; Recommendation vlog; Recommendation vlog; Dual-congruity theory; Continuance intention; Expectation-confirmation theory
• ISSN: 1567-4223; 1873-7846
• DOI: 10.1016/j.elerap.2023.101270

•Exploring the impact of dual-congruity factors on consumers’ continuance intention (CI).•Integrating the expectation-confirmation theory to enhance the understanding of CI formation.•Revealing the significant effect of perceived content serendipity in the context of rec-vlog. Any content provider of a recommendation vlog (rec-vlog) strives to retain consumers and facilitate their continuance intention to use the rec-vlog to obtain product information. Based on dual-congruity theory and expectation-confirmation theory, our study identifies the factors explaining the generation of consumers’ continuance intention. Data collected from 513 respondents validated that consumers’ continuance intention is predicted by vlogger-consumer congruity (VCC) and perceived content diagnosticity (PCD). Moreover, VCC positively influences PCD. Our findings also reveal that perceived content serendipity (PCS) positively impacts PCD and that a higher level of PCS enlarges the effect of PCD on satisfaction. This study provides implications for both academics and practitioners.