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A Bayesian network approach to juxtapose brand engagement and behaviors of substantive interest in e-services

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Abstract

This study juxtaposes brand engagement and behaviors of substantive interest in the context of eservices and utilizes Bayesian networks for an exploratory, data-driven approach. Enlisting a behavioral focus, it investigates the item-to-item relationships between brand engagement, attitudes, and conspicuous behaviors both online and offline. Two Bayesian networks were constructed from samples of city website users (N = 1089) and nonusers (N = 475). Results confirm that the five groups of nodes included in our constructed Bayesian networks were well distinguished as separate constructs and interrelated, centered on two nodes of brand engagement. Results also indicate that two nodes of brand engagement, “sense of belonging” and “participating in activities”, induced positive attitudes and were associated with conspicuous behaviors. Overall, this study demonstrates the dynamic, item-to-item relationships between engagement and behaviors of substantive interest. For managers, it is important in practice to discover the particular variables that play central roles among associated variables.

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Author information

Authors and Affiliations

  1. McCoy College of Business, Texas State University, 601 University Drive, San Marcos, TX, 78666, USA

    Taewon Suh

  2. The University of Texas at San Antonio, San Antonio, USA

    Seok Kang

  3. University of New Orleans, New Orleans, USA

    Elyria A. Kemp

Authors
  1. Taewon Suh
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  2. Seok Kang
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  3. Elyria A. Kemp
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Corresponding author

Correspondence to Taewon Suh.

Appendix: Measure items used in the Bayesian networks

Appendix: Measure items used in the Bayesian networks

Online Behaviors (1 = never, 10 = very often): User’s interactions and activities in e-services with online media

  1. 1.

    Discussion forum

  2. 2.

    Online voting

  3. 3.

    Information about volunteering (local, art, community)

  4. 4.

    Online consultation

  5. 5.

    Online opportunities for citizen involvement in policy making

  6. 6.

    Online opportunities for citizen’s virtual meetings

Offline Behaviors (1 = never, 10 = very often): The interactions and activities shown offline without online media

  1. 1.

    How often would you say you have ideas for improving things in your city?

  2. 2.

    When you get together with people, how often do you discuss ways to improve your city?

  3. 3.

    In the past 12 months, how often have your worked on city projects?

  4. 4.

    Local, state, or national election voting?

  5. 5.

    Public hearings?

  6. 6.

    Political meetings or rallies?

  7. 7.

    Petition drives?

  8. 8.

    Demonstrations, protests, boycotts or marches?

Brand Engagement: The levels of cognitive, emotional and behavioral activity in brand interactions

  1. 1.

    To what extend do you feel you are part of your city? (1 = not at all, 10 = very much so)

  2. 2.

    How often do you participate in activities to make things better in your city? (1 = never, 10 = very often)

Media Attitudes (1 = no definitely not, 10 = yes definitely): The settled way of thinking and feeling about the city’s website

  1. 1.

    My city Web site is good.

  2. 2.

    My city Web site is interesting.

  3. 3.

    My city Web site is informative.

  4. 4.

    My city Web site is appropriate.

  5. 5.

    My city Web site is easy to understand.

  6. 6.

    My city Web site is objective.

Brand Attitudes (1 = no definitely not, 10 = yes definitely): The settled way of thinking and feeling about the focal city

  1. 1.

    My city has good services.

  2. 2.

    My city is well managed.

  3. 3.

    My city is involved in the community.

  4. 4.

    My city responds to citizen needs.

  5. 5.

    My city is a good place to live.

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Suh, T., Kang, S. & Kemp, E.A. A Bayesian network approach to juxtapose brand engagement and behaviors of substantive interest in e-services. Electron Commer Res 20, 361–379 (2020). https://doi.org/10.1007/s10660-018-9320-0

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  • DOI: https://doi.org/10.1007/s10660-018-9320-0

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