消费者在线品牌社区参与:前因、调节和结果

Research on Consumer Online Brand Community Engagement:Antecedents,Moderation and Outcomes

随着互联网的快速发展,越来越多的企业通过创建在线品牌社区来维持消费者-品牌关系,如何吸引更多的消费者参与到在线社区并提高品牌影响力,是企业必须面对的现实问题。根据社会交换理论,以576份有效调查问卷为基础,构建结构方程模型描绘在线品牌社区感知利益(体验和自尊)和企业社区关系投资对消费者社区参与的驱动作用,以及品牌拥有在其中的调节作用,并将消费者在线品牌社区参与的结果聚焦在品牌社区承诺和品牌忠诚度上。研究结果表明,消费者在线品牌社区体验、自尊与其社区参与呈正相关;消费者在线品牌社区参与与其社区承诺、品牌忠诚度呈正相关;消费者在线品牌社区承诺与其品牌忠诚度呈正相关;消费者在线品牌社区承诺在社区参与和品牌忠诚度之间起中介作用;品牌拥有在消费者在线品牌社区体验、自尊、企业社区关系投资和社区参与之间起调节作用。企业管理者应制定能激发社区成员体验和自尊的策略,建立消费者反馈机制,定期评估、表扬、支持、认可和奖励社区成员对品牌社区做出的贡献,从战略上调动资源用于在线品牌社区的关系投资,提高消费者的参与度;注重品牌的社区承诺,以期拥有更多的品牌忠实消费者;更重视品牌拥有者的作用,对非品牌拥有者和品牌拥有者制定不同的品牌社区参与策略。

With the rapid development of the Internet,more and more companies have established online brand communities to maintain consumer-brand relationships. How to attract more consumers to engage in online communities and expand brand influence is a realistic problem for company to face. Based on social exchange theory and 576 effective questionnaires,the author proposes a conceptual model depicting the driving role of online brand community perceived benefits(experience and selfesteem) and corporate community relationship investment in consumer community engagement,and the moderating role of brand ownership among it;besides,the author focuses the outcomes of consumer online brand community engagement on brand community commitment and brand loyalty. The author conducts an empirical analysis of the structural equation model on the research data collected from the questionnaire survey of four mobile phone brand communities. The research results show that:consumer online brand community experience and self-esteem are positively correlated with their community engagement;consumer online brand community engagement is positively correlated with community commitment and brand loyalty;consumer online brand community commitment is positively correlated with brand loyalty;consumer community commitment mediates the relationship between brand community engagement and brand loyalty;and brand ownership mediates the relationship between online brand community experience,self-esteem,corporate community relationship investment and consumer online brand community engagement. Corporate managers should,first,formulate strategies that can be used to stimulate community members’ experience and self-esteem,establish the consumer feedback mechanism,regularly evaluate,praise,give support,approve,and reward community members’ contribution to brand community,strategically take advantage of resources that can be used as corporate community relationship investment to improve consumers’ engagement;second,they should pay more attention to community commitment to own more consumers with brand loyalty;and third,they should pay more attention to the role of brand owners,and formulate different brand community engagement strategies for non-brand owners and brand owners.