旅游虚拟品牌社群影响网络品牌行为忠诚的作用机理研究——基于心流体验的分析视角

On the Impact Mechanism of Tourism Virtual Brand Community on the Behavior of the Network Brand Loyalty——from the Consumer Flow Experience Perspective

在大数据时代,网络品牌对于旅游网站的生存和发展至关重要。以往文献大都沿用"满意-忠诚"模式来研究如何提高顾客的网络品牌忠诚,本文则聚焦旅游虚拟品牌社群这一新兴的庞大群体,透过一个新视角"心流体验"来探析旅游虚拟品牌社群影响网络品牌行为忠诚的作用机理。研究发现,心流体验对网络品牌行为忠诚的正向影响作用明显,而在其间起到中介作用的为网络品牌态度忠诚和网络品牌成瘾2个变量。其中,网络品牌态度忠诚在心流体验和网络品牌成瘾之间起到中介作用;网络品牌态度忠诚对网络品牌行为忠诚具有直接和间接的影响作用,网络品牌成瘾在网络品牌态度忠诚和网络品牌行为忠诚之间起到了部分中介作用。

In the era of big data,network brand is essential for the survival and development of tourism website. Most of the previous literature used the ＂satisfaction-loyalty＂model to study how to improve the customer＇s network brand loyalty. This article focuses on an emerging large group—tourism virtual brand community andadopts a new perspective—flow experience to probe into the impact mechanism of travel virtual brand community on the network brand behavior loyalty,thus aiming to provide new ideas on cultivating customer brand loyaltyto tourismwebsites. The study found that： 1. The flow experience exerts a significant positive effect on the online brand loyalty. Two variables play a mediating role in this process： network brand attitude loyalty and brand addiction. 2. The network brand attitude loyalty plays an intermediary role between flow experience and network brand addiction.3. Network brand attitude loyalty has both direct and indirect influence on the network brand behavior loyalty. 4. Network brand addiction plays a partial mediating role between attitude loyalty and behavioral loyalty.