Benefitting from virtual customer environments: An empirical study of customer engagement
We propose and test a model for studying customer engagement within VCEs. Hedonic, social, and cognitive benefits positively influence customer engagement. Personal integrative benefits do not influence customer engagement. System-specific VCE characteristics influence the perceived benefits of a VCE. The results are robust across three datasets of actual VCE users.
virtual customer environments customer engagement perceived benefits uses and gratifications theory