虚拟品牌社群与品牌依恋之间关系的实证研究  

An Empirical Study on the Relationship between Virtual Brand Community and Brand Attachment

作　　者：田阳[1] 王海忠[1] 王静一[1,2] 

机构地区：[1]中山大学管理学院,广东广州510275 [2]广东商学院工商管理学院,广东广州510320

出　　处：《经济管理》2010年第11期106-114,共9页Business and Management Journal ( BMJ )

基　　金：国家教育部哲学社会科学研究重大课题攻关项目"加快中国企业国际知名品牌发展战略研究"(08JZD0019)

摘　　要：本文构建了虚拟品牌社群特征对顾客体验和品牌依恋的影响关系模型,从顾客体验的角度揭示了虚拟品牌社群中品牌依恋的形成机制。基于结构方程模型的实证研究发现,虚拟品牌社群的信息质量、系统质量、交流互动和活动回报四个特征是影响消费者在品牌社群中获得体验的重要因素,且不同特征影响不同的体验维度;顾客体验是品牌社群中产生品牌依恋的核心中介变量,但只有情感体验对品牌依恋有直接的正向影响,感知体验对品牌依恋的直接影响不显著。研究结论对企业利用虚拟品牌社群创造顾客体验,增强品牌依恋有积极的借鉴意义。This study established a conceptual model of the relationship between the brand community charac- teristics, customer experience and brand attachment, revealed the forming mechanism of brand attachment in virtual brand community from customer experience perspective. The results showed that the virtual brand community＇s in- formation quality, system quality, interaction and rewards were important factors which could affect customers＇ ex- perience in brand community, and different characteristics had different influence on customer experience. Custom- er experience was the key mediator between the community characteristics and brand attachment, but only the affec- tive experience had influence on brand attachment directly, sensory experience didn＇t have significant influence on brand attachment. These results had implications for corporations using virtual brand community to create customer experience and strengthen brand attachment.

关 键 词：虚拟品牌社群 顾客体验 品牌依恋 

分 类 号：F713.50[经济管理—市场营销]