企业虚拟品牌社区参与对消费者社区承诺的影响研究

发布时间：2018-04-19 18:38

本文选题：虚拟品牌社区 + 内容贡献　；参考：《管理评论》2017年10期

【摘要】：社会化媒体时代,越来越多企业开始主动创建和参与虚拟品牌社区,试图增强与消费者之间的联系。然而,企业本身的商业性质与虚拟品牌社区的社交属性存在一定的潜在冲突,消费者与企业创建的虚拟品牌社区的关系极其脆弱。以往关于虚拟品牌社区的研究多从消费者的视角探究消费者社区参与及其影响,而忽略了企业参与虚拟品牌社区中带来的影响。本文首先识别了企业参与虚拟品牌社区的三种最广泛并且重要的社区参与行为,即(1)内容贡献;(2)社区规制;(3)活动组织,并检验了企业此三种参与行为对于形成消费者社区承诺的影响。结果表明,内容贡献和活动组织对于消费者形成社区承诺具有积极的正向影响,但是企业的社区规制行为与消费者的社区承诺呈倒U型关系。而且发现,不同参与时间长度的消费者对于企业三种不同参与行为具有不同的反应。研究结论对于企业参与虚拟品牌社区具有较好的指导意义。
[Abstract]:In the era of social media, more and more enterprises begin to actively create and participate in virtual brand community, trying to strengthen the relationship with consumers. However, there is a potential conflict between the commercial nature of the enterprise itself and the social attributes of the virtual brand community, and the relationship between the consumer and the virtual brand community created by the enterprise is extremely fragile. Previous studies on virtual brand community have explored the consumer community participation and its impact from the perspective of consumers, while ignoring the impact of enterprise participation in virtual brand community. This paper first identifies the three most extensive and important community participation behaviors of enterprises participating in virtual brand community, I. e., 1) content contribution and 2) the organization of community regulation activities. The influence of these three behaviors on the formation of consumer community commitment was tested. The results showed that the content contribution and activity organization had positive positive effects on the formation of community commitment by consumers, but the relationship between community regulation behavior and community commitment of consumers was inversely U-shaped. It is also found that consumers with different duration of participation have different responses to three different kinds of participating behaviors. The conclusion is of great significance for enterprises to participate in virtual brand community.
【作者单位】：暨南大学管理学院;武汉大学经济与管理学院;
【基金】：国家自然科学基金面上项目(71372127;71672132)
【分类号】：F273.2;F274

【相似文献】