虚拟品牌社区用户参与研究综述与未来展望

Literature Review & Future Tendency of Users' Participation in Virtual Brand Community

虚拟品牌社区是网络虚拟社区与传统品牌社区的结合体,它是具有相同品牌爱好的群体进行沟通互动的网络平台。在新的网络媒体环境下,虚拟品牌社区作为企业与消费者之间的营销中介,具有重要的研究价值。本文从虚拟品牌社区用户参与入手,对国内外虚拟品牌社区的相关研究进行了分析,重点对虚拟品牌社区用户参与动机、参与行为与成员角色以及虚拟品牌社区的建设和管理的相关文献进行了综述,指出了当前虚拟品牌社区研究的局限性,并对未来的研究方向进行了展望。

The virtual brand community is a mixture of the virtual community and the traditional brand com- munity, where people with the same brand interests can share their opinions and interact with each other. In the environment of the new media, the virtual brand community has an important research value as its role of the marketing agency of the company and customers. This paper analyzes the studies related with the virtual brand community at home and abroad from the perspective of users＇ participation in it, focusing on its users＇ participation motivation, participation behavior and the role of members, and then it summarizes the literature review related with the construction and management of the virtual brand community and indicates the limita- tion of the current study on it and some suggestions for the further study.