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

•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 o...