虚拟品牌社区顾客间互动对品牌忠诚的影响

The Impact of Interaction between Customers in virtual Brand Community on Brand Loyalty

以虚拟品牌社区为研究背景,将社区内顾客间互动划分为产品互动与人际互动,构建顾客间互动通过顾客品牌情感融入的中介效应影响品牌忠诚的理论模型。研究结果表明:产品互动和人际互动皆对品牌忠诚和顾客品牌情感融入具有显著的正向影响,顾客品牌情感融入在顾客间互动对品牌忠诚的影响过程中起中介作用。

With the increasing popularity of the Internet, enterprises begin to take the construction of vir-tual brand community as a new marketing strategy. Taking the virtual brand community as the researchbackground, this paper divides the interaction among customers in the community into product interactionand interpersonal interaction, and constructs the theoretical model of brand loyalty through the intermedi-ary effect of customer brand emotion integration. The research results show that product interaction andinterpersonal interaction have a significant positive impact on brand loyalty and customer brand emotionalintegration and customer brand emotion integration plays a mediating role in the influence of customer . -customer interaction on brand loyalty.