虚拟品牌社群中社会人际互动和类社会互动对品牌关系质量的影响研究

发布时间：2018-03-07 14:14

本文选题：社会人际互动　切入点：类社会互动　出处：《财经论丛》2017年05期 　论文类型：期刊论文

【摘要】：随着Web 2.0时代的到来,各种社交应用得到迅速的推广应用,并创造了巨大的商业价值。本文以关系社会资本为中介变量,探索虚拟品牌社区中个体层面的社会互动在改善品牌关系质量中的作用及其机理。实证研究发现:在虚拟品牌社群中,消费者之间的社会人际互动及消费者与品牌间的类社会互动显著正向影响品牌关系质量和消费者的关系社会资本;消费者的关系社会资本显著正向影响品牌关系质量;消费者的关系社会资本在社会人际互动及类社会互动对品牌关系质量的影响中起部分中介作用。研究结果对企业利用互联网进行社群营销具有一定的理论意义和实践指导意义。
[Abstract]:With the arrival of the Web 2.0 era, various social applications have been rapidly popularized and have created enormous commercial value. This paper takes the relational social capital as the intermediary variable. This paper explores the role and mechanism of social interaction at individual level in virtual brand community in improving the quality of brand relationship. The social interpersonal interaction between consumers and the quasi-social interaction between consumers and brands significantly positively affects the quality of brand relationships and the relationship social capital of consumers, and the relationship social capital of consumers significantly positively affects the quality of brand relationships. The relationship social capital of consumers plays an intermediary role in the influence of social interpersonal interaction and quasi-social interaction on the quality of brand relationship. The research results have certain theoretical and practical significance for enterprises to use the Internet for community marketing.
【作者单位】：东北财经大学工商管理学院;
【基金】：国家自然科学基金资助项目(71672026,71272050) 霍英东教育基金会高等院校青年教师基金项目(131078) 东北财经大学学科建设支持计划(XKT-201404)
【分类号】：C912.1;F273.2

【相似文献】