虚拟品牌社区质量影响消费者品牌幸福感机理探究——中介路径及其边界条件实证检验

The Influence Mechanism of Virtual Brand Community Quality on the Consumer's Sense of Brand Well-being:Empirical Test of Mediating Path and Its Boundary Conditions

虚拟品牌社区质量对消费者品牌幸福感的影响有其自身的中介路径及其边界条件,但现有文献缺乏对此课题深入探究的研究成果。笔者基于营销学和心理学的相关理论,通过引入心流体验、品牌卷入度和消费者自我一致性变量,在构建一个虚拟品牌社区质量对消费者品牌幸福感影响模型的基础上,借助于对413名来自中国虚拟品牌社区参与者问卷调查的数据,采用结构方程建模、Bootstrap分析和层次回归分析,实证检验了虚拟品牌社区质量与消费者品牌幸福感之间的中介路径及其边界条件。结果证实:虚拟品牌社区质量的信息质量、服务质量、互动质量正向影响消费者心流体验,消费者心流体验又正向影响其物质满意感、自我实现感和社会贡献感;消费者心流体验中介虚拟品牌社区质量的系统质量、信息质量、服务质量、互动质量对物质满意感、自我实现感和社会贡献感存在正向影响;品牌卷入度和自我一致性在消费者心流体验对其品牌幸福感的影响中具有正向调节作用。本研究通过证实虚拟品牌社区质量与消费者品牌幸福感之间的中介路径及其边界条件,揭示了虚拟品牌社区质量影响消费者品牌幸福感的机理,研究结论拓展了营销理论和品牌理论,为企业加快虚拟社区与品牌融合以及提升虚拟品牌社区质量和消费者品牌福祉提供了理论依据。

The impact of virtual brand community quality on consumers'brand well-being has its own mediating path and boundary conditions,but the existing literature is still lack of in-depth exploration.Based on relevant theories of marketing and psychology,the author constructs a influence mechanism model of virtual brand community quality on consumer brand well-being by introducing the variables of flow experience,brand involvement and consumer self-consistency.With the help of the questionnaire survey data of 413 consumers from Chinese virtual brand community,the author adopts structural equation model,bootstrap analysis and hierarchical regression analysis.This paper empirically tests the mediating path and its boundary conditions between virtual brand community quality and consumer brand well-being.The results show that information quality,service quality and interaction quality of virtual brand community quality positively impacts consumers'flow experience,and consumers'flow experience positively impacts the sense of material satisfaction,self-realization and social contribution.Consumers'flow experience mediates the positive impact of system quality,information quality,service quality and interaction quality on the sense of material satisfaction,self-realization and social contribution.Moreover,brand involvement and self-consistency plays a positive moderating role in the impact of consumers'flow experience on consumers'brand well-being.By confirming the mediating path and its boundary conditions between virtual brand community quality and consumers'brand well-being,this study reveals the mechanism of virtual brand community quality affecting consumers'brand well-being.The research conclusion expands the marketing theory and brand theory,which provides a theoretical basis for enterprises to accelerate the integration of virtual community and brand,and improve virtual brand community quality and consumers'brand well-being.