网络品牌社群中顾客价值的形成与作用机理研究

The Formation and Influence Mechanism of Customer Value in Online Brand Community

笔者在文献回顾的基础上,探讨了网络品牌社群参与的需求,发现功能性需求、自我表现需求、社交需求、尊重需求和自我实现需求既是社群互动的驱动因素,也是顾客参与的前置影响因素,实证检验发现自我表现需求、社交需求、尊重需求的作用较为明显,关系价值和体验价值对品牌忠诚的影响比较显著,而感知价值对品牌忠诚的作用效果并不明显。

Based on the literature review,this paper focus on antecedent factors of OBC participation. The result shows that functioning demand,self expressing demand,social relation demand,respect demand and self-realization demand make up the antecedent factors of OBC participation,and they are also antecedents of OBC participation. Within which Self expressing demand,social relation demand and respect demand are proved more positively affect OBC participation. Moreover,relation value and experience value have strong positive correlation relationship with brand loyalty,however,perceived value＇s effect is insignificant.