娱乐虚拟品牌社区成员互动、认同和推荐的影响研究

Research on the Impact of Entertainment Virtual Brand Community Members’Interaction,Identification and Recommendation

【目的/意义】随着网络信息技术的迅猛发展,娱乐产品虚拟品牌社区的发展愈演愈烈。娱乐产品虚拟品牌社区能够让成员在社区中频繁地互动,从而增加成员对社区的价值认同,激发情感共鸣,并激发成员间的推荐意愿,实现商业价值。【设计/方法】基于379份问卷,探究了娱乐产品虚拟品牌社区成员互动、价值认同与推荐意愿之间的影响。【结论/发现】研究得出娱乐产品虚拟品牌社区成员互动能促进心理认同和行为认同,心理认同和行为认同能促进成员间的推荐意愿,行为认同在心理认同与推荐意愿间具有部分中介效应,对娱乐产品虚拟品牌社区的研究做出了贡献。

[Purpose/Significance]Along with the exponential development of network information technology is the booming of virtual brand community for entertainment product.The virtual brand community for entertainment product enables members to interact frequently in the community,increase their value identification of the community,inspire their emotional resonance,arouse their willingness to recommend among members and achieve commercial value.[Design/Methodology]Based on 379 questionnaires,this paper explores the influence of interaction,value identification and recommendation willingness among members of the virtual brand community for entertainment product.[Findings/Conclusions]The research shows that the interaction among members of the virtual brand community for entertainment product contributes to both psychological and behavior identification,which further promote the willingness to recommend among members.Behavior identification plays a mediating role between psychological identity and willingness to recommend,thus making contributions to the research of virtual brand community for entertainment product.