虚拟品牌社区特征对顾客重购意愿的影响  

The Impact of Virtual Brand Community Characteristic on Consumers' Repurchase Intention

作　　者：孙倩[1] 刘明菲[1] SUN Qian;LIU Mingfei(School of Management,WUT,Wuhan 430070,China)

机构地区：[1]武汉理工大学管理学院,湖北武汉430070

出　　处：《武汉理工大学学报（信息与管理工程版）》2018年第6期674-678,共5页Journal of Wuhan University of Technology：Information & Management Engineering

摘　　要：在企业与顾客建立长久、有效关系的过程中,以消费者和品牌之间情感联系为基础的虚拟品牌社区,作为互动平台能够起到很好的战略支持作用。从消费者视角出发,将虚拟品牌社区特征因素、顾客契合与顾客重购意愿纳入同一研究框架。以小米网络社区为例进行问卷调查,探讨了虚拟品牌社区特征对重购意愿的影响机制,并检验了顾客契合的中介作用。研究结果表明:虚拟品牌社区特征各维度对顾客重购意愿具有正向影响,各维度对重购意愿的影响能力不同;同时,顾客契合在虚拟品牌社区特征对顾客重购意愿影响间起中介作用。In the process of establishing long-term and effective relationship between enterprises and customers,the virtual brand community based on the emotional connection between consumers and brands can play a very good strategic support role as an interactive platform.From the perspective of consumers,to integrate the characteristics of the virtual brand community,customer engagement and customer repurchase intention into the same research framework.Taking Xiaomi community as an example,a questionnaire survey was conducted to explore the influence mechanism of virtual brand community characteristics on repurchase intention,and examine the mediating role of customer engagement.The experimental research results show that:each dimension of virtual brand community characteristics has a positive impact on the repurchase intention,and each dimension has different influence on the repurchase intention;meanwhile,customer fit plays an intermediary role between the characteristics of virtual brand community and repurchase intention.

关 键 词：虚拟品牌社区 特征 顾客契合 重购意愿 

分 类 号：F713.50[经济管理—市场营销]