基于元分析的服装在线品牌社群顾客互动与顾客忠诚关系研究  

Research on relationship between customer interaction and customer loyalty in clothing online brand community based on meta-analysis

作　　者：李炅 陈李红[2] LI Jiong;CHEN Lihong(School of Textiles and Fashion,Shanghai University of Engineering Science,Shanghai 201620,China;Shanghai International Fashion Innovation Center,Donghua University,Shanghai 200051,China)

机构地区：[1]上海工程技术大学纺织服装学院,上海201620 [2]东华大学上海国际时尚科创中心,上海200051

出　　处：《上海工程技术大学学报》2022年第1期55-61,90,共8页Journal of Shanghai University of Engineering Science

基　　金：国家自然科学基金资助(71704102)。

摘　　要：为得到在线品牌社群顾客互动与顾客忠诚关系的量化整合结果以及了解服装领域中的二者关系,采用元分析方法研究国内外2011—2020年发表的16篇相关文献中的5137个独立样本.研究发现:在线品牌社群顾客互动各维度对顾客忠诚均具有中等程度的促进作用;社群类型在顾客互动各维度与顾客忠诚的关系中起调节作用.对两者之间的研究进行阶段性归纳,在关注顾客互动的同时结合自身社群类型调整侧重点,并对服装领域中两者关系进行研究,最终为服装在线品牌社群运营提出建议.In order to obtain the quantitative integration results of the relationship between online brand community customer interaction and customer loyalty,and understand the relationship between them in the clothing field,the meta-analysis method was used to study 5137 independent samples of 16 related literatures published at home and abroad from 2011 to 2020.It was found that all dimensions of online brand community customer interactions play a moderate role in promoting customer loyalty and community types play a moderating role in the relationship between customer interaction dimensions and customer loyalty.A phased summary of the research between the two was made,research focus was adjusted according to their own community types while customer interaction had been concerned,and the relationship between them in the clothing field was predicted.Finally,some suggestions were put forward for the community operation of clothing online brands.

关 键 词：元分析 顾客互动 顾客忠诚 服装在线品牌社群 

分 类 号：F768.3[经济管理—产业经济] TS941.1[轻工技术与工程—服装设计与工程]