移动互联网用户的品牌社群参与对品牌关系质量的影响

How does Brand Community Participation Impact Brand Relationship Quality in the Context of Mobile Internet?

消费者与移动互联网的关系日益密切,越来越多的消费者通过移动终端设备参与品牌社群活动。但是在移动互联网情境下,用户参与品牌社群所形成的线上关系如何对其线下的消费者及品牌关系质量产生影响这一问题却尚未有深入研究。文章通过建立结构方程模型进行实证研究,发现品牌依恋作为中介变量连接线上与线下关系的作用机制。

The relationship between consumers and mobile Internet is increasingly close,so more and more consumers use mobile terminal equipment to participate in brand community activities.But in the context of mobile Internet,the issue of how online relations are formed when users participate in online brand communities to influence the quality of offline customer-brand relationship has not been studied yet.Establishing a structural equation model to carry out empirical research,this paper finds out how the influencing mechanism works in this process,and points out the mediating role of brand attachment.