虚拟品牌社区特征对消费者价值共创意愿的影响——基于满意与信任中介模型的解释

发布时间：2018-03-05 08:08

本文选题：虚拟品牌社区　切入点：品牌关系质量　出处：《中国流通经济》2017年07期 　论文类型：期刊论文

【摘要】：随着移动互联技术的逐渐成熟和虚拟经济的日益发展,虚拟品牌社区作为企业与消费者沟通的窗口,在品牌营销中发挥着日益重要的作用,是企业与消费者建立持久、和谐品牌关系的重要工具,是企业与消费者进行价值共创的战略平台。其中,品牌关系质量在虚拟品牌社区特征影响消费者价值共创参与意愿的关系中起完全中介作用,而虚拟品牌社区特征在品牌关系质量的中介作用下,一方面通过消费者对虚拟品牌社区信任的中介作用正向影响其价值共创参与意愿;一方面通过消费者对社区满意和信任的双层中介作用正向影响消费者价值共创参与意愿。因此,为促使消费者自愿、积极参与企业或品牌价值共创活动,企业虚拟品牌社区创建与运行必须紧密结合企业品牌战略特点,通过构建独具品牌特色的品牌爱好者线上互动社区,提供特色化服务,获得消费者满意和信任。
[Abstract]:With the development of mobile interconnection technology and virtual economy, virtual brand community, as a window of communication between enterprises and consumers, plays an increasingly important role in brand marketing. The important tool of harmonious brand relationship is the strategic platform for enterprises and consumers to create value together, in which the quality of brand relationship plays a complete intermediary role in the relationship between the characteristics of virtual brand community and the willingness of consumers to create value together. On the one hand, the characteristics of virtual brand community under the intermediary role of brand relationship quality, on the one hand, through the intermediary role of consumer trust in virtual brand community positively affect its value to create participation willingness; On the one hand, through the double-level intermediary role of consumer satisfaction and trust to the community, it is positive to influence the consumer value to create participation willingness. Therefore, in order to encourage consumers to volunteer, actively participate in enterprise or brand value creation activities, The establishment and operation of virtual brand community of enterprises must be closely combined with the characteristics of enterprise brand strategy. Through the construction of online interactive community of brand enthusiasts with unique brand characteristics, special services should be provided to obtain consumer satisfaction and trust.
【作者单位】：中国人民大学商学院;
【分类号】：F274

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