顾客旅游虚拟社区中价值共创行为对品牌信任的影响

Impact of Value Creation in Customer Virtual Community on Brand Trust

旅游虚拟社区是顾客参与价值共创活动的重要平台。文章以旅游虚拟社区为研究背景,探究顾客参与价值共创的行为与顾客品牌信任的关系以及体验对该关系的中介作用,以在线旅游网站的使用者为研究对象,通过数据分析发现:价值共创对品牌信任具有积极影响,体验在其中起了部分中介作用。

Virtual touring community is an important platform for customers to participate in value creation.The research takes virtual touring community as a research background to explore the relationship between customer value creation and customer brand trust and to experience the intermediary role of this relationship.Taking the users of online travel websites as the research object,the data analysis shows that the value creation has a positive impact on the brand trust,and the experience plays a part of the intermediary role.