虚拟品牌社区下顾客参与对顾客体验的影响研究

Study on the Influence of Customer Participation on Customer Experience in Virtual Brand Community

以顾客感知价值为中介变量、自由氛围为调节变量,研究虚拟品牌社区下顾客参与对顾客体验的影响,并通过问卷法收集数据进行实证分析。研究得出,虚拟品牌社区中顾客参与对顾客感知价值和顾客体验具有显著的正向作用,顾客感知价值在顾客参与和顾客体验之间的关系中起着中介作用,自由氛围对顾客参与和顾客感知价值的关系起着正向调节作用。因此,丰富了虚拟品牌社区相关研究,并在此基础上为企业提供相关对策建议。

Taking customer perceived value as intermediary variable and free atmosphere as regulating variable,this paper studies the influence of customer participation on customer experience under virtual brand community,and collects data by questionnaire for empirical analysis.It is concluded that customer participation in virtual brand community has a significant positive effect on customer perceived value and customer experience,customer perceived value plays an intermediary role in the relationship between customer participation and customer experience,and free atmosphere plays a positive role in regulating the relationship between customer participation and customer perceived value.Therefore,it enriches the relevant research of virtual brand community and provides relevant countermeasures and suggestions for enterprises on this basis.