虚拟品牌社区成员参与的影响机制研究——基于畅快体验的视角  

Virtual Brand Community Member's Participation Mechanism——An Analysis Based on the Perspective of Flow Experience

作　　者：温飞[1] 沙振权[1] 

机构地区：[1]华南理工大学工商管理学院,广东广州510640

出　　处：《广东商学院学报》2011年第5期10-18,51,共10页Journal of Guangdong University of Business Studies

基　　金：国家社会科学基金项目(11BGL036)

摘　　要：虚拟品牌社区是一个有效的传播平台,也是企业顾客关系管理的有效途径,而促进社区参与是虚拟品牌社区成功运营和发展的重要前提。基于体验的视角,建立包含社区价值、畅快体验、品牌认同的社区成员参与的影响机制模型,并对虚拟品牌社区成员参与的动机进行实证研究,得出结论:互动价值对社区参与有积极的影响作用;畅快体验在互动价值对社区参与的影响中具有中介作用;消费者的品牌认同对畅快体验与社区参与的影响关系具有调节作用。Virtual brand community is not only an effective communication platform, but also an effective way in which enterprises manage customer relationship. Promoting community participation is an important premise of successful development and operation of a virtual brand community. This paper establishes an influence mechanism model for community participation which integrates the value of community, flow experience and brand identification based on the view of experience. It also makes an empirical research on the motivation of participation in virtual brand communities. It finds that the interactive value of community has a positive effect on participation while flow experience has a mediating effect between interactive value and community participation. It also proves that consumer＇s brand identification has a moderating effect on the relationship between flow experience and community participation.

关 键 词：顾客关系管理 虚拟品牌社区 社区价值 畅快体验 品牌认同 

分 类 号：F49[经济管理—产业经济] F274F224