虚拟品牌社区中顾客间互动对品牌承诺的影响研究

Research on the Influence of Customer Interaction of Virtual Brand Community on Brand Commitment

虚拟品牌社区可以突破时空限制,为顾客间互动创造了更多便利。通过研究虚拟社区的顾客互动来提升品牌承诺略显不足。基于此,以顾客间互动所带来的3种体验感为中介变量,探究了顾客间互动对品牌承诺的影响。虚拟品牌社区中的顾客体验感可从知识掌握、社区认同和自我效能等3个方面得以体现。对446份来自虚拟品牌社区成员的问卷采用结构方程模型分析发现:顾客间的产品互动对3种体验感均具有正向影响;人际互动对社区认同体验感和自我效能体验感具有正向影响,对知识掌握体验感的正向影响未得到数据支持;社区认同体验感和自我效能体验感对品牌承诺具有正向影响,知识掌握体验感对品牌承诺的正向影响未得到数据支持;体验感作为顾客间互动的总体中介对影响品牌承诺的发挥作用比较显著,其中社区认同体验感和自我效能体验感中介效应发挥显著,知识掌握体验感发挥的中介效应不显著。研究结果为虚拟社区的顾客间互动研究提供了新思路,对通过顾客间互动所带来的体验感来促进顾客品牌承诺具有较强的实践价值和指导意义。

The virtual brand community,breaking through the limitations of time and space,create more convenience for customer to customer interaction.It is insufficient to enhance the brand commitment by studying interactions between customers in virtual communities.Based on this,this paper,with the three kinds of experience brought by these interactions the intermediary variables,studies into the impact of customer interaction on brand commitment.The customer experience can be reflected from three aspects in the community,namely,knowledge mastery,community identification and self-efficacy.With structural equation model,446 questionnaire data from the virtual brand community members are analyzed.The results show that product interaction has a positive effect on all three kinds of experience;interpersonal interaction has quite positive effects on the experience of both community identification and self-efficacy,while its positive effects on the knowledge mastery experience isn’t supported by data yet;the community identification experience and self-efficacy experience have significant positive effects on brand commitment,while the positive effects of knowledge mastery experience on brand commitment finds no data support.As the overall mediator of customer interaction,the experience plays a significant role in influencing the brand commitment,among which the mediating effect of community identification experience and self-efficacy experience is significant,while the that of knowledge mastery experience is not.This paper provides a new idea for the research on the results of customer interaction in virtual communities,with practical value for and guidance on how to promote customer brand commitment through experience brought by customer interaction.