B2B品牌社区C2C互动质量、利益感知及品牌关系质量

C2C Interaction Quality, Perceived Benefits and Brand Relationship in B2B Brand Community

B2B品牌社区成员之间的互动是否会提升企业间品牌关系质量,理论界尚未给出明确解读。基于价值和关系双重视角,将B2B品牌社区成员获取的互动利益划分为三种类型(功能性利益、体验性利益以及象征性利益),将信任划分为B2B品牌信任与B2B品牌社区信任两个维度,以C2C互动质量为驱动因素,以品牌忠诚度为因变量,构建了B2B品牌社区互动价值模型。通过搜集国内网络社区成员的相关数据对该模型进行了实证检验,结果显示:C2C互动质量对企业顾客的功能性、体验性及象征性利益感知有正向影响;三种利益感知对B2B品牌社区信任有正向影响;B2B品牌社区信任不能直接影响品牌忠诚,但可以通过品牌信任间接影响品牌忠诚。

The academia has not yet given a clear explanation about whether the interaction between B2B brand community members will enhance the quality of B2B brand relationship. Based on the dual perspectives of relationship and value, the interaction interests acquired from B2B brand community by members was divided into three types： functional benefits, experiential benefits and symbolic benefits and trust was divided into two dimensions of B2B trust and B2B brand community. The paper＇builds an interaction value model of B2B brand community taking C2C interaction quality as the drivers and brand loyalty as the dependent variable and conducts an empirical study on the model by the survey of domestic online community members. The results show that C2C interaction quality has a positive impact on the perception of functional, experiential and symbolic benefits. The perceived benefits have no direct impact on brand loyalty, but have an indirect impact on brand loyalty by the transmission of brand trust.