社区体验能提升消费者的品牌忠诚吗——不同体验成分的作用与影响机制研究

发布时间：2018-04-28 05:10

本文选题：社区体验 + 品牌忠诚　；参考：《南开管理评论》2015年03期

【摘要】：随着社会化媒体的发展,越来越多的企业已经开始主动构建虚拟品牌社区。企业构建虚拟品牌社区的重要目标是通过为消费者活动搭建平台,加强品牌与消费者之间的联系、创造品牌忠诚,但是现有研究对于消费者参与虚拟品牌社区活动如何影响品牌忠诚却缺乏明确的结论。针对这一问题,本文基于消费者体验视角,研究了消费者参与社区活动所产生的不同社区体验成分,即信息体验、娱乐体验和互动体验对品牌忠诚的影响作用及机制。研究结果表明,不同体验成分对于品牌忠诚的影响作用及机制存在较大差异。具体而言,信息体验能正向影响品牌忠诚,其中社区认同起着部分中介传导作用;娱乐体验也能促进品牌忠诚,但其作用完全受到社区认同中介传导作用;互动体验对品牌忠诚并不存在显著的直接影响。针对虚拟社区中细分人群的进一步分析发现,不同性别成员及不同社区参与时间长度的成员在上述机制中存在明显差异。本文的结论对于企业管理虚拟品牌社区、创造品牌忠诚具有重要的指导意义。
[Abstract]:With the development of social media, more and more enterprises have started to build virtual brand community. The important goal of building virtual brand community is to create brand loyalty by building a platform for consumer activities, strengthening the relationship between brands and consumers, However, there is no clear conclusion on how consumer participation in virtual brand community affects brand loyalty. Based on the perspective of consumer experience, this paper studies the influence and mechanism of different community experience components, i.e. information experience, entertainment experience and interactive experience, on brand loyalty. The results show that the effects and mechanisms of different experience components on brand loyalty are quite different. Specifically, information experience can positively affect brand loyalty, in which community identity plays a part of intermediary transmission, entertainment experience can also promote brand loyalty, but its role is completely mediated by community identity. Interactive experience has no significant direct effect on brand loyalty. Based on the further analysis of subdivision population in virtual community, it was found that there were significant differences in the above mechanism among members of different genders and members of different community participation time. The conclusion of this paper has important guiding significance for enterprises to manage virtual brand community and create brand loyalty.
【作者单位】：武汉大学经济与管理学院;香港城市大学商学院;
【基金】：国家自然科学基金面上项目(71372127) 教育部新世纪优秀人才项目(NCET-12-0420)资助
【分类号】：F713.55;F273.2

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