虚拟品牌社区体验对社区成员品牌认同影响的实证研究  

An Empirical Study: Effects of the Experiences of the Virtual Brand Community on the Brand Identification of the Community Members

作　　者：沙振权[1] 蒋雨薇[1] 温飞[1] 

机构地区：[1]华南理工大学工商管理学院,广州510640

出　　处：《管理评论》2010年第12期79-88,共10页Management Review

摘　　要：在网络时代,虚拟品牌社区成为企业维护顾客关系并获得持续竞争优势的有效途径。本文选取"一汽大众网络论坛"的205位会员作为实证研究对象,利用结构方程模型对虚拟品牌社区体验、感知易用性、感知有用性和品牌认同的关系进行实证研究。结果表明,虚拟品牌社区体验不仅可直接影响感知有用性,还可通过感知易用性间接影响感知有用性;而感知易用性则只能通过感知有用性间接对品牌认同产生影响。In the Network Era,virtual brand community has become an effective way for enterprises to uphold relationships with customers and obtain a sustainable competitive advantage.This paper selects 205 members of＂faw-volkswagen＇s web forum＂ as an object of the empirical study,applies the structural equation model to the research of the relationship among the experiences of the virtual brand community,perceived ease of use,perceived usefulness and the brand identification.The findings show that the experiences of the virtual brand community not only influences perceived usefulness directly,but also has an indirect effect on perceived usefulness through perceived ease of use;and perceived ease of use only indirectly influences brand identification through perceived usefulness.

关 键 词：虚拟品牌社区体验 感知易用性 感知有用性 品牌认同 

分 类 号：F273.2[经济管理—企业管理] F274[经济管理—国民经济] F224