社群互动仪式、情感能量和粉丝忠诚

Community Interaction Ritual,Emotional Energy and Fans’Loyalty

品牌社群因其能够网聚诸多忠诚于品牌的铁杆粉丝而受到社会各界高度重视;从品牌社群基本特征—社群互动仪式切入,探究其影响粉丝忠诚的作用机制,具有重要的理论和现实价值。有鉴于此,基于前人量表,结合粉丝群体访谈,设计问卷并调研,采用偏最小二乘法对收集的有效样本数据进行验证性因子分析、结构方程模型分析和假设检验,结果发现:社群互动仪式包含人际互动仪式和自我互动仪式两个维度,它们对粉丝忠诚具有显著的正向影响作用;情感能量在社群互动仪式影响粉丝忠诚中起部分中介作用,此中介效应又受到网络密度的调节。以上发现是对现有品牌社群理论研究深度的进一步拓展,同时也在实践上为企业提供了新营销启示。

It has been recognized that brand community plays an important role in attracting loyal fans both online and offline.This paper explores the mechanism through which community interaction rituals,a fundamental component of brand community,influence fans’loyalty.Based on the valid scales,combining with the fan group interview,a questionnaire was designed and investigated.With collected valid samples,confirmatory factor analysis,structural equation model analysis and hypothesis testing were conducted by partial least square method.The results show that interpersonal-interaction ritual and individual consumption ritual of self-interaction with communal material resources are two dimensions of community interaction rituals that have significant positive impact on fans’loyalty.Emotional energy mediates the influence of community interaction rituals on fans’loyalty.In addition,this loyalty is also moderated by network density.The practical managerial implications of these theoretical findings are also discussed.