社群氛围对虚拟品牌社区成员忠诚度的作用机理

The Effect Mechanism of Community Atmosphere on the Loyalty of Virtual Brand Community Members

随着互联网技术的深度发展,虚拟社区逐渐成为企业留存老客户、发展新客户,并进行产品品牌推广和建设的重要场所。基于社区认同理论,构建社群氛围对虚拟品牌社区成员忠诚度的作用机理模型;通过设计问卷对虚拟品牌社区成员进行调研,分析虚拟品牌社群氛围、社区成员认同感与虚拟品牌社区成员忠诚度间的相互作用机理。实证结果表明:虚拟品牌社群氛围的测量维度由自由、共享、关心、激励和创新等因素构成,除自由氛围外的其他氛围维度对企业和产品品牌均有正向影响,成员认同感在社群氛围与品牌忠诚间有中介效应。该研究结论可为我国企业营造社区氛围、强化品牌忠诚、提升营销能力等提供重要参考。

With the in-depth development of Internet technology,virtual communities have gradually become an important place for enterprises to retain old customers,develop new customers,promote and build product brands.Based on the theory of community identity,this paper constructs a mechanism model of the effect of community atmosphere on the brand loyalty of the virtual brand community.Surveys on virtual brand community members are conducted through questionnaire design,so as to analyze the interaction mechanism among virtual brand community atmosphere,community member identity and the brand loyalty of the virtual brand community members.The empirical results show that the measurement dimension of virtual brand community,atmosphere is composed of freedom,sharing,concern,motivation and innovation;Except for the free atmosphere,other atmosphere dimensions have a positive impact on enterprises and product brands;Membership identity has a mediating effect between community,atmosphere and brand loyalty.The research conclusion provides an important reference for Chinese enterprises to create a community atmosphere,strengthen brand loyalty and improve marketing ability.