在线品牌社群成员参与程度对其社群认同的影响——产品类型和品牌熟悉度的调节

Influence of Consumer Participation Level on Identification in Online Brand Community——the Moderating Effect of Product Type and Brand Familiarity

文章根据互动和非互动划分社群成员参与程度的高低,通过两个实验探究了在不同产品类型和品牌熟悉度的情境下,在线品牌社群成员参与程度对其社群认同的影响差异。研究发现:对于搜索品,社群参与程度较低时,其社群认同更强;对于体验品,社群参与程度较高时,其社群认同更强。另外,对于低熟悉度品牌,产品类型的调节作用仍然存在。但对于高熟悉度品牌,无论是搜索品还是体验品,社群参与程度较高时,其社群认同更强。最后,文章为企业在线品牌社群管理提出了营销建议。

By dividingthe community members into interactive and non-interactive groups as high level participation and low level participation,this research explored the influence of consumers participation level on their community identity under different product types and brand familiarity conditions in two studies.The research shows that for search products,low-level participation can result in higher community identity;for experience products,high-level participation can lead to higher community identity.Besides,in low brand familiarity condition,product type has moderating effect.However,in high brand familiarity condition,for either search products or experience products,high-level participation results in higher community identity than low-level participation.Implications for theory and practice of online brand community management are discussed.