摘要
近年来,学术界对在线品牌社群顾客间互动十分关注。然而,现有成果并未从品牌社群涵义出发,基于品牌社群的本质与特征来思考顾客间互动的内容及其对顾客行为的影响。鉴于此,根据在线品牌社群特征推导顾客间互动的作用机制,构建相应的假设,通过问卷调查获得数据,对在线品牌社群顾客间互动对顾客购买意愿的影响进行实证检验。检验结果表明:文化认同行为、体验沟通行为和社群维护行为对购买意愿具有显著正向影响;社群关系强度在文化认同行为、体验沟通行为和社群维护行为与顾客购买意愿之间起到中介作用。研究结论对于丰富品牌社群理论和企业发挥在线品牌社群的作用具有重要的现实意义。
In recent years,the academic community has been concerned about the interaction between online brand community customers.However,the existing result is not based on concept of the brand community and the nature and characteristics of the brand community to reflect the content of customer interaction and its impact on customer behavior.Therefore,an empirical study is conducted in this paper according to the mechanism of the characteristics of online brand community facilitating the interaction between customers to set up the corresponding hypothesis and examine the impact of online brand community customers'interaction on customers'purchase intention through questionnaire survey.The result indicates that cultural identity behavior,experience communication behavior and community maintenance behavior have a significantly positive impact on purchase willingness;community relationship intensity plays a mediating role in cultural identity behavior,experience communication behavior and community maintenance behavior and customer purchase intention.The conclusions have important practical significance for enriching the theory of brand community and the role of enterprises in playing online brand communities.
作者
荆磊
于洪彦
JING Lei;YU Hong-yan(Economic and Management School,Northeast Normal University,Changchun 130117,China;Xinhua College,Sun Yat-sen University,Guangzhou 510520,China)
出处
《税务与经济》
CSSCI
北大核心
2020年第2期36-45,共10页
Taxation and Economy
基金
国家自然科学基金面上项目“基于价值共创与顾客旅程的在线品牌社区顾客互动、顾客体验及社区绩效机制研究”(项目编号:71772183)。
关键词
在线品牌社群
顾客间互动
社群关系强度
顾客购买意愿
online brand community
customer interaction
community relationship intensity
customer purchase intention
