品牌社区感知特征如何影响用户的品牌社区关系?——基于小米品牌社区移动互联网用户的实证分析

How Perceived Characteristics of Online Brand Community Influence Users’ Relationship There?——Evidence from Mobile Internet Users in Xiaomi Brand Community

在线品牌社区是企业开展品牌营销活动的重要平台，为企业创造品牌价值。通过建立结构方程模型，研究发现，在移动互联网环境下，作为消费者的移动互联网用户对在线品牌社区的感知易用性显著促进在线品牌社区的感知有用性和感知互动性。同时，当移动互联网用户对品牌社区的感知有用性和感知互动性水平越高时，他们对在线品牌社区满意度也越高。而且，更进一步对在线品牌社区认同度和忠诚度具有显著的正向强化作用。本文不仅丰富了在线品牌社区的理论研究，同时，研究成果也为企业开展有效品牌营销活动提供参考。

Online brand community plays in marketing activities to create brand value. To that mobile internct users as consumers perceive an important role for enterprises establish a SEM, it is observed the usefulness and interaetivity of online brand community better when they perceive more easily to use it in the context of mobile intemet. Moreover, when the mobile Internet users have per-eeived highter level of usefulness and interactivity, they are more satisfied with the brand community. In addition, the level of satisfaction promotes their identification and commitment to the brand community. This paper is not only to enrich the theoretical studies of onle brand community, but also provide implications for enterprises to develop effective brand marketing activities.