基于SOR理论的虚拟品牌社群体验营销策略研究

Research on the Experiential Marketing Strategy of Virtual Brand Community based on SOR Theory

移动互联技术的发展催生了新的消费场景和机会。消费者利用智能移动设备可随时随地进行网购,与他人实时互动、分享消费心得,以此获取产品全方位信息,加深对品牌的认识,转变对于品牌的态度并影响行为决策。在此背景下,虚拟品牌社群蓬勃发展,消费者能够深入了解产品,企业则可通过社群洞察消费需求、优化产品。基于SOR理论,本文采用偏最小二乘法-结构方程模型对食品企业的虚拟品牌社群体验进行实证研究,发现虚拟品牌社群体验不仅塑造消费者的心理认知、培养归属感等深度契合心理状态,还显著影响其购买与非购买行为等契合行为。因此,企业需要优化社群管理,提升消费者社群体验,从而改变消费者的品牌认知和行为,助力企业降低获客成本,提高虚拟品牌社群运营效率。

The development of mobile internet technology has spawned new consumer scenarios and opportunities.Consumers nowadays use smart mobile devices to engage in online shopping anytime,anywhere,fostering real-time interactions to access comprehensive product information and enhance their understanding of brands.This,in turn,alters their attitudes and behaviors towards brands.In this context,virtual brand communities come to thrive,facilitating consumers'in-depth understanding of products,and providing business entities with insights into consumer demands for product optimization.Based on the SOR theory,this study empirically delves into a food company's virtual brand community experience through PLS-SEM modeling.The results reveal that virtual brand community experiences can not only shape consumers'psychological perspectives,customer loyalty and engagement,but also significantly influence their purchasing and non-purchasing behaviors.Therefore,companies are encouraged to optimize community management for better community experience.By doing so,they can reshape consumers'brand perceptions and behaviors,curtail customer acquisition costs,and enhance the operational efficiency of virtual brand communities.