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

Abstract

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.