品牌社群消费体验与品牌社群融入——基于心流体验的中介效应研究

Brand Community Consumption Experience and Brand Community Integration:A Study Based on the Mediating Effect of Flow Experience

本文采用实证研究方法,探讨了品牌社群消费体验影响品牌社群融入的作用机理。结果表明:体验、娱乐、表现欲、传递愉快及心流体验五个维度对品牌社群融入具有正向的影响作用,心流体验在体验和传递愉快影响品牌社群融入的过程中起到了部分中介作用,而心流体验在娱乐和表现欲影响品牌社群融入的过程中起到了全部中介作用。通过分析品牌社群消费体验对品牌社群融入的影响,进一步揭示了品牌社群的形成过程。但是,将社群体验划分为五个维度虽具有普遍性,却未能包含社群体验的全部内容,社群体验的维度划分值得进一步探讨。

By using methods of literature research and empirical study,the mechanism of impact of brand community consumption experience on brand community integration has been discussed.The results show that experience,entertainment,exhibitionism,evangelizing and flow experience have positive effect on brand community integration,flow experience plays a role of partially mediate variable in the relationship between brand community integration and experience or evangelizing,and flow experience plays a role of fully mediate variable in the relationship between brand community integration and entertainment or exhibitionism.Through the analysis of impact of brand community consumption experience on brand community integration,the forming process of brand community is revealed.However,the paper divides community experience into five dimensions,which fails to include all of community experience,and the dimensions of community experience should be worthy of further discussion.