在线消费社群对品牌忠诚的影响机理研究

Research on the Mechanism underling the Effect of Online Brand Community Characteristic on Brand Loyalty

在线消费社群是顾客品牌忠诚的重要前因变量。本文设计了在线消费社群量表，验证了在线消费社群对品牌忠诚的影响机理。通过384个有效样本的实证发现：在线消费社群（信息质量、社群管理和互动沟通）通过顾客感知价值影响品牌忠诚。其中，信息质量对社会价值、情感价值有显著正向影响；社群管理对功能价值、情感价值有显著正向影响；互动沟通对功能价值、社会价值和情感价值均有显著正向影响；功能价值、社会价值对品牌忠诚有显著正向影响。

Online brand community characteristics are important antecedent variables of con- sumer brand loyalty. This study develops the online brand community characteristic measurement scale through in-depth interviews, and extracts three key quality through the exploratory fac- tor analysis, namely information quality, community management and interactive communication. Online brand community＇s information quality has significant positive influence on customer perceived social value and customer perceived emotional value. Online brand community＇s commu- nity management has significant positive influence on customer perceived function value and customerperceived emotional value. Online brand community＇s interactive communication has sig- nificant positive influence on customer perceived function value, social value and emotional value. Customer perceived function value and customer perceived social value has significant positive influence on customer brand loyalty.