在线品牌社区氛围对消费者品牌认同的影响

The Influence of Virtual Brand Community Atmosphere on Customer Brand Identity

品牌爱好者聚集在互联网媒体中交流品牌体验,形成了在线品牌社区。将在线品牌社区作为研究情景,以社区中的消费者作为研究对象,探讨在线品牌社区氛围、社群意识与消费者品牌认同之间的联系。研究发现,在线品牌社区氛围对消费者品牌认同存在显著的正向影响,社群意识(包括社群满意、社群归属、社群承诺三个维度)对在线品牌社区氛围与消费者品牌认同之间的关系起到了部分中介作用,社区-品牌契合度调节了社群满意、社群归属与品牌认同之间的关系,然而在社群承诺与品牌认同之间的关系中调节作用不显著。研究成果可为企业开展在线品牌社区意识培养和营造在线品牌社区氛围提供理论指导。

Online brand communities form when brand enthusiasts gather in Internet media to exchange brand experiences.We took the virtual brand community as the research background,and the consumers in the community as the research object to explore the relationship between the virtual brand community atmosphere,community awareness and consumer brand identity.It is found that the virtual brand community atmosphere has a positive impact on customer brand identity,and community awareness(includes community satisfaction,community ownership and community commitment)plays a mediated part between the virtual brand community atmosphere and customer brand identity.Community-brand fit plays a moderating role in the relationship between community satisfaction,community ownership and customer brand identity,but its moderating role between community commitment and customer brand identity is not significant.This research provides theoretical suggestions for enterprises to develop brand community awareness and create virtual brand community atmosphere.