虚拟品牌社区成员的感知、态度和参与行为研究  

A Research on the Perception,Attitudes and Behaviors of Virtual Brand Community Members

作　　者：马向阳[1] 王宇龙[1] 汪波[1] 杨颂[1] Ma Xiangyang Wang Yulong Wang Bo Yang Song(College of Management and Economics, Tianjin University, Tianjin 30007)

机构地区：[1]天津大学管理与经济学部,天津300072

出　　处：《管理评论》2017年第7期70-81,共12页Management Review

基　　金：国家自然科学基金面上项目(71272149);教育部人文社科基金一般项目(11YJA630076)

摘　　要：本文以虚拟品牌社区为研究背景,探讨了社区参与的具体表现形式,将其分为贡献行为和阅读行为,并从"感知-态度-行为"心理视角建立虚拟社区感知(成员感、影响力和沉浸感)、态度(品牌承诺和社区认同)和社区参与的关系模型。这揭示了虚拟品牌社区环境中成员"心理-行为"的影响机制,即成员感知和态度不仅直接对参与行为产生不同的影响,同时,成员态度不仅受到心理感知的不同作用,其本身也表现出社区认同对品牌承诺的促进。在此基础上,通过中介检验,进一步证明成员感知会通过态度影响参与行为。Based on the virtual brand community as the research background, this paper discusses the specific forms of community par- ticipation and divides these forms into two types, posting and viewing, and also sets up a relationship model involving virtual community perception （feeling of membership, influence and immersion）, attitudes （brand commitment and community identification） and partici- pation from the psychological perspective of ＂perception-attitude-behavior＂. The model reveals the influencing mechanism of ＂psycholog- ical-behavior＂ of members in the virtual brand community environment, i.e. feeling of membership and attitudes bare a direct impact on the participation behavior, and at the same time, as members＇ attitude is influenced by different psychological perceptions, it also shows the promotion of community identity to brand commitment. On this basis, through the intermediary test, this paper further proves that the perception of the members will influence the participation behavior through the attitude.

关 键 词：虚拟品牌社区 虚拟社区感知 品牌承诺 社区认同 社区参与 

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