虚拟品牌社区社会资本、品牌关系质量和消费者创新能力的关系研究

A Study on the Relationship among Virtual Brand Community’s Social Capital, Brand Relationship Quality and Consumer Innovation Ability

虚拟品牌社区是虚拟经济背景下消费者大规模聚集的新型线上平台,也是一种新型的社会关系网络,它的出现和发展为企业与消费者建立良好的关系和促进企业创新提供了新的动力。基于社会资本理论,经过对虚拟品牌社区的社会资本进行重新定义和分类,进而构建虚拟经济背景下虚拟品牌社区影响品牌关系质量和消费者创新能力的理论模型,并运用问卷调查和结构方程的方法进行实证研究发现,虚拟品牌社区不同的社会资本(结构社会资本、认知社会资本和关系社会资本)直接对消费者创新能力产生积极影响,并且通过品牌关系质量的中介作用间接对消费者创新能力产生影响。基于实证研究的结果,对虚拟品牌社区的社会资本影响消费者创新能力进行了应用性的讨论。

Virtual brand community is a new online platform for a large scale consumers to gather on under the background of virtual economy, also is a new type of social relation network. The emergence and development of virtual brand community have provided a new impetus for the customer-brand relationship and enterprise innovation. Based on the theory of social capital, the paper redefines and reclassifies social capital of the virtual brand community, and then constructs the theoretical model reflecting the influence of virtual brand community on brand relationship quality and consumers’ innovation ability, and uses questionnaire survey and structural equation model to perform the empirical study. The results show that different social capital(structured social capital,cognitive social capital and relationship capital) of virtual brand communities have a positive effect on the innovation ability of consumers directly, and influence the innovation ability of consumers indirectly through the mediating role of brand relationship quality. At last, based on the results of empirical research, the paper discusses the application of the influence of social capital of virtual brand community on consumer innovation ability.