顾客参与品牌共创对品牌关系质量的影响:一个有调节的中介模型  

A Study of the Impact of Customer Participation in Brand Co-creation on Brand Relationship Quality:A Moderated Mediation Model

作　　者：魏想明 李晓滢 张桂平 喻红阳 WEI Xiangming;LI Xiaoying;ZHANG Guiping;YU Hongyang(School of Economics and Management,Hubei Univ.of Tech.,Wuhan 430068,China)

机构地区：[1]湖北工业大学经济与管理学院,湖北武汉430068

出　　处：《湖北工业大学学报》2024年第6期17-23,共7页Journal of Hubei University of Technology

基　　金：国家社会科学基金一般项目(17BGL090)。

摘　　要：作为品牌价值共创者,顾客通过虚拟品牌社区参与到企业经营活动中,对品牌绩效、品牌关系质量等方面产生一定的影响。以品牌体验为中介变量,以品牌口碑为调节变量,构建有调节的中介模型。基于小米品牌社区的样本数据,验证顾客参与品牌共创对品牌关系质量的作用机理,并得出结论:品牌共创正向影响品牌体验和品牌关系质量;品牌体验正向影响品牌关系质量;品牌体验在品牌共创和品牌关系质量之间发挥中介作用;品牌口碑正向调节品牌共创和品牌体验之间的关系。企业为高效管理虚拟品牌社区、提高品牌关系质量,可通过在社区发布有趣活动、实施体验式品牌营销,制定激励性计划来营造积极互动氛围,引导顾客形成正面口碑。As brand value co-creators,customers participate in enterprise business activities through virtual brand communities,which have a certain impact on brand performance,brand relationship quality and other aspects.This study takes brand experience as the mediating variable and brand word-of-mouth as the moderating variable to construct a moderated mediation model.Based on the sample data of Xiaomi brand community,we verify the mechanism of customer participation in brand co-creation on brand relationship quality,and conclude that:brand co-creation positively affects brand experience and brand relationship quality;brand experience positively affects brand relationship quality;brand experience plays a mediator role between brand co-creation and brand relationship quality;and brand word-of-mouth positively regulates the relationship between brand co-creation and brand experience.In order to efficiently manage virtual brand communities and improve the quality of brand relationships,companies can create positive interactions and lead customers to develop positive word-of-mouth by posting interesting activities in the community,implementing experiential brand marketing and developing incentive programmes.

关 键 词：品牌共创 品牌体验 品牌关系质量 品牌口碑 

分 类 号：F719[经济管理—产业经济]