信息交流障碍对虚拟品牌社区中“社区互动与品牌忠诚”关系的调节作用——以小米社区为例  

The Regulating Effects of Communication Barriers for the Relationship between“Community Interaction and Brand Loyalty”in Virtual Brand Community:Taking XIAOMI as an Example

作　　者：马向阳[1] 王宇龙[1] 汪波[1] 孙颖[2] 

机构地区：[1]天津大学管理与经济学部,天津300072 [2]天津大学教育学院心理研究中心,天津300072

出　　处：《工业工程与管理》2015年第6期152-160,166,共10页Industrial Engineering and Management

基　　金：国家自然科学基金资助项目(71272149);教育部人文社科一般项目(11YJA630076)

摘　　要：以虚拟品牌社区为研究背景,小米社区为研究对象,基于"交互-态度(行为)"研究范式探索虚拟品牌社区中品牌忠诚的影响机制,并检验了社区互动中成员互动、产品互动和人机互动对品牌忠诚的积极影响。同时,实证表明信息交流障碍对虚拟品牌社区产生不同影响:信息交流障碍正向调节成员互动与品牌忠诚的关系;它又负向调节产品互动与品牌忠诚的关系。Taking the virtual brand community as the research background and Xiaomi community as the research object,based on the ＂interactive - attitude （behavior）＂ research paradigm,the impact mechanism of brand loyalty in virtual brand community is explored.The positive effects of member interaction,product interaction and man-machine interaction to brand loyalty in community interaction are also tested.The empirical research shows that the influence of communication barriers on the virtual brand community is different：communication barriers positively regulate the relationship between member interaction and brand loyalty;and negatively regulate the relationship between product interaction and brand loyalty.

关 键 词：虚拟品牌社区 信息交流障碍 社区互动 品牌忠诚 

分 类 号：C931[经济管理—管理学]