线上线下参与对品牌社群满意的影响研究  

Influence of Online and Offline Brand Community Participation on Satisfaction

作　　者：陶安[1] 刘雁妮[2] 

机构地区：[1]电子科技大学中山学院经贸学院,广东中山528402 [2]深圳大学管理学院,广东深圳518060

出　　处：《首都经济贸易大学学报》2014年第2期106-115,共10页Journal of Capital University of Economics and Business

基　　金：广东省自然科学基金项目<电子商务环境与顾客选择行为下的双渠道应链协调研究>(S2013010013437)

摘　　要：本研究尝试运用MOA模型和TAM模型,同时从线上线下参与这两方面入手,探讨参与、社群感与满意之间的关系。通过相关文献的搜集整理及研究,提出线上线下品牌社群参与共同形成满意的研究模型。实证分析结果表明:动机、机会与能力影响消费者参与线下品牌社群活动;感知有用性和感知易用性较好解释了影响消费者参与在线品牌社群的因素。线上线下品牌社群参与互相影响,品牌社群参与经由社群感形成满意。This study attempts to use MOA model and TAM model, while participation from both online and offline, discusses participation, sense of community and satisfaction with the relationship between the three. By collating and study of relevant literature, proposed brand community participation in online and oftline together form a satisfactory research model. The empirical results show that motive, opportunity and ability have influence on consumers in offline brand community activities ; Perceived usefulness and perceived ease of use better explain the factors that influence consumer participation in online brand community. Community participation in online and offline brand influence each other, forming a brand community participation through the community a sense of satisfaction.

关 键 词：线上线下品牌社群参与 社群感 满意 

分 类 号：F274[经济管理—企业管理]