在线品牌社群成员参与程度对其社群认同的影响——产品类型和品牌熟悉度的调节
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摘要
文章根据互动和非互动划分社群成员参与程度的高低,通过两个实验探究了在不同产品类型和品牌熟悉度的情境下,在线品牌社群成员参与程度对其社群认同的影响差异。研究发现:对于搜索品,社群参与程度较低时,其社群认同更强;对于体验品,社群参与程度较高时,其社群认同更强。另外,对于低熟悉度品牌,产品类型的调节作用仍然存在。但对于高熟悉度品牌,无论是搜索品还是体验品,社群参与程度较高时,其社群认同更强。最后,文章为企业在线品牌社群管理提出了营销建议。
By dividingthe community members into interactive and non-interactive groups as high level participation and low level participation,this research explored the influence of consumers’participation level on their community identity under different product types and brand familiarity conditions in two studies.The research shows that for search products,low-level participation can result in higher community identity;for experience products,high-level participation can lead to higher community identity.Besides,in low brand familiarity condition,product type has moderating effect.However,in high brand familiarity condition,for either search products or experience products,high-level participation results in higher community identity than low-level participation.Implications for theory and practice of online brand community management are discussed.
By dividingthe community members into interactive and non-interactive groups as high level participation and low level participation,this research explored the influence of consumers’participation level on their community identity under different product types and brand familiarity conditions in two studies.The research shows that for search products,low-level participation can result in higher community identity;for experience products,high-level participation can lead to higher community identity.Besides,in low brand familiarity condition,product type has moderating effect.However,in high brand familiarity condition,for either search products or experience products,high-level participation results in higher community identity than low-level participation.Implications for theory and practice of online brand community management are discussed.
引文
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[3]OESTREICHERSINGER G,ZALMANSON L. Content or community? A digital business strategy for content providers in thesocial age[J]. Social Science Electronic Publishing,2013,37(2):591-616.
[4]QU H L,LEE H Y. Travelers’ social identification and membership behaviors in online travel community[J]. TourismManagement,2011,32(6):1262-1270.
[5]TSAI H T,PAI P. Positive and negative aspects of online community cultivation:implications for online stores’relationshipmanagement[J]. Information&Management,2012,49(2):111-117.
[6]MADUPU V,COOLEY D O. Antecedents and consequences of online brand community participation:a conceptual framework[J]. Journal of Internet Commerce,2010,9(2):127-147.
[7]WU J,HUANG L,ZHAO J L,et al. The deeper,the better? Effect of online brand community activity on customer purchasefrequency[J]. Information&Management,2015,52(7):813-823.
[8]HA S,STOEL L. Consumer e-shopping acceptance:antecedents in a technology acceptance model[J]. Journal of BusinessResearch,2009,62(5):565-571.
[9]FAZIO R H,POWELL M C,WILLIAMS C J. The role of attitude accessibility in the attitude-to-behavior process[J]. Journal ofConsumer Research,1989,16(3):280-288.
[10]MUNIZ A M,O’GUINN T C. Brand community[J]. Journal of Consumer Research,2001,27(4):412-432.
[11]ZHENG H,LI D,HOU W. Task design,motivation,and participation in crowd sourcing contests[J]. International Journal ofElectronic Commerce,2011,15(4):57-88.
[12]BATEMAN P J,GRAY P H,BUTLER B S. Research note:the impact of community commitment on participation in onlinecommunities[J]. Information Systems Research,2011,22(4):841-854.
[13]MATHWICK C. Understanding the online consumer:a typology of online relational norms and behavior[J]. Journal ofInteractive Marketing,2002,16(1):40-55.
[14]PREECE J,NONNECKE B,ANDREWS D. The top five reasons for lurking:improving community experiences for everyone[J].Computers in Human Behavior,2004,20(2):201-223.
[15]RIDINGS C,GEFEN D,ARINZE B. Psychological barriers:lurker and poster motivation and behavior in online communities[J]. Communications of the Association for Information Systems,2006,18(16):329-354.
[16]BISHOP J. Increasing participation in online communities:a framework for human-computer interaction[J]. Computers inHuman Behavior,2007,23(4):1881-1893.
[17]NONNECKE B,ANDREWS D,PREECE J. Non-public and public online community participation:needs,attitudes and behavior[J]. Electronic Commerce Research,2006,6(1):7-20.
[18]MARETT K,JOSHI K D. The decision to share information and rumors:examining the role of motivation in an online discussionforum[J]. Communication of the Association for Information Systems,2009,24(1):47-68.
[19]ANDERSEN P H. Relationship marketing and brand involvement of professionals through web-enhanced brand communities:thecase of coloplast[J]. Industrial Marketing Management,2005,34(3):285-297.
[20]PREECE J,SHNEIDERMAN B,REVIEW T. The reader-to-leader framework:motivating technology-mediated social participation[J]. Human-Computer Interaction,2009,1:13-32.
[21]DHOLAKIA U M,BAGOZZI R P,PEARO L K. A social influence model of consumer participation in network-and small-group-based virtual communities[J]. International Journal of Research in Marketing,2004,21(3):241-263.
[22]WANG Y C,FESENMAIER D R. Towards understanding members’general participation in and active contribution to an onlinetravel community[J]. Tourism Management,2004,25(6):709-722.
[23]NAMBISAN S,BARON R A. Interactions in virtual customer environments:implications for product support and customerrelationship management[J]. Journal of Interactive Marketing,2010,21(2):42-62.
[24]WANG Y,MA S,LI D. Customer participation in virtual brand communities:the self-construal perspective[J]. Information&Management,2015,52(5):577-587.
[25]RISHIKA R,KUMAR A,JANAKIRAMAN R,et al. The effect of customers’social media participation on customer visitfrequency and profitability:an empirical investigation[J]. Information Systems Research,2013,24(1):108-127.
[26]THOMPSON S A,SINHA R K. Brand communities and new product adoption:the influence and limits of oppositional loyalty[J]. Japan Marketing Journal,2008,29(6):65-80.
[27]ALGESHEIMER R,DHOLAKIA U M,HERRMANN A. The social Influence of brand community:evidence from european carclubs[J]. Journal of Marketing,2005,69(3):19-34.
[28]ZHOU Z,ZHANG Q,SU C,et al. How do brand communities generate brand relationships? Intermediate mechanisms[J].Journal of Business Research,2012,65(7):890-895.
[29]杨洋,胡茜茜,裴学亮.基于小米公司案例的品牌社群认同形成机制的模型构建研究[J].管理学报,2017(12):1737-1746.
[30]CARLSON B D,SUTER T A,BROWN T J. Social versus psychological brand community:the role of psychological sense ofbrand community[J]. Journal of Business Research,2008,61(4):284-291.
[31]王佳.在线品牌社群社会资本、社群认同与品牌忠诚———平台属性的干扰作用[J].软科学,2018(1):122-125.
[32]BAGOZZI R P,DHOLAKIA U M. Antecedents and purchase consequences of customer participation in small group brandcommunities[J]. International Journal of Research in Marketing,2006,23(1):45-61.
[33]AHEARNE M,BHATTACHARYA C B,GRUEN T. Antecedents and consequences of customer-company identification:expanding the role of relationship marketing[J]. Journal of Applied Psychology,2005,90(3):574-585.
[34]TSAI H T,PAI P. Explaining members’proactive participation in virtual communities[J]. International Journal of Human-Computer Studies,2013,71(4):475-491.
[35]HOLBROOK M B,HIRSCHMAN E C. The experiential aspects of consumption:consumer fantasies,feelings,and fun[J].Journal of Consumer Research,1982,9(2):132-140.
[36]LASTOVICKA J L. Questioning the concept of involvement defined product classes[J]. Advances in Consumer Research,1979,6(1):174-179.
[37]NELSON P. Information and consumer behavior[J]. Journal of Political Economy,1970,78(2):311-329.
[38]WEATHERS D,SWAIN S D,GROVER V. Can online product reviews be more helpful? Examining characteristics ofinformation content by product type[J]. Decision Support Systems,2015,79(1):12-23.
[39]TITAH R,TITAH R,HESS T. Differential effects of provider recommendations and consumer reviews in e-commercetransactions:an experimental study[J]. Journal of Management Information Systems,2012,29(1):237-272.
[40]RACHERLA P,FRISKE W. Perceived ‘usefulness’of online consumer reviews:an exploratory investigation across threeservices categories[J]. Electronic Commerce Research&Applications,2012,11(6):548-559.
[41]GIRARD T,DION P. Validating the search,experience,and credence product classification framework[J]. Journal of BusinessResearch,2010,63(9):1079-1087.
[42]JIMNEZ F R,MENDOZA N A. Too popular to ignore:the influence of online reviews on purchase intentions of search andexperience products[J]. Journal of Interactive Marketing,2013,27(3):226-235.
[43]MAZAHERI E,RICHARD M O,LAROCHE M. The role of emotions in online consumer behavior:a comparison of search,experience,and credence services[J]. Journal of Services Marketing,2012,26(7):535-550.
[44]ALBA J W,HUTCHINSON J W. Dimensions of consumer expertise[J]. Journal of Consumer Research,1987,13(4):411-454.
[45]KENT R J,ALLEN C T. Competitive interference effects in consumer memory for advertising:the role of brand familiarity[J].Journal of Marketing,1994,58(3):97-105.
[46]LAFFERTY B A. Selecting the right cause partners for the right reasons:the role of importance and fit in cause-brand alliances[J]. Psychology&Marketing,2010,26(4):359-382.
[47]HARDESTY D M,CARLSON J P,BEARDEN W O. Brand familiarity and invoice price effects on consumer evaluations:themoderating role of skepticism toward advertising[J]. Journal of Advertising,2002,31(2):1-15.
[48]蔡佩儿,沙振权.互联网视频贴片广告下的品牌说服效果[J].管理学报,2016(10):1525-1533.
[49]BENEDICKTUS R L,BRADY M K,DARKE P R,et al. Conveying trustworthiness to online consumers:reactions to consensus,physical store presence,brand familiarity,and generalized suspicion[J]. Journal of Retailing,2010,86(4):322-335.
[50]MOWEN J C. Further information on consumer perceptions of product recalls[J]. Physiological Zoology,1980,66(4):619-627.
[51]BRUCKS M. The effects of product class knowledge on information search behavior[J]. Journal of Consumer Research,1985,12(1):1-16.
[52]LANGE F,DAHLN M. Let’s be strange:brand familiarity and ad-brand incongruency[J]. Journal of Product&BrandManagement,2003,12(7):449-461.
[53]CAMPBELL M C,KELLER K L. Brand familiarity and advertising repetition effects[J]. Journal of Consumer Research,2003,30(2):292-304.
[54]ARNETT D B,GERMAN S D,HUNT S D. The identity salience model of relationship marketing success:the case of nonprofitmarketing[J]. Journal of Marketing,2003,67(2):89-105.
[55]BHATTACHARYA C B,SEN S. Consumer-company identification:a framework for understanding consumers’relationships withcompanies[J]. Journal of Marketing,2003,67(2):76-88.
[56]赵建彬.在线品牌社群互动信息对潜水顾客购买意愿的影响[J].中国流通经济,2018(6):71-82.
[57]黄敏学,廖俊云,周南.社区体验能提升消费者的品牌忠诚吗———不同体验成分的作用与影响机制研究[J].南开管理评论,2015(3):151-160.
[58]TONTERI L,KOSONEN M,ELLONEN H K,et al. Antecedents of an experienced sense of virtual community[J]. Computers inHuman Behavior,2011,27(6):2215-2223.
[59]MATHWICK C,WIERTZ C,DE RUYTER K. Social capital production in a virtual P3 community[J]. Journal of ConsumerResearch,2008,34(6):832-849.
[60]ANDREWS D,NONNECKE B,PREECE J. Electronic survey methodology:a case study in reaching hard-to-involve internetusers[J]. International Journal of Human-Computer Interaction,2003,16(2):185-210.
[61]HUANG P,LURIE N H,MITRA S. Searching for experience on the web:an empirical examination of consumer behavior forsearch and experience goods[J]. Journal of Marketing,2009,73(2):55-69.
[62]沙振权,蒋雨薇,温飞.虚拟品牌社区体验对社区成员品牌认同影响的实证研究[J].管理评论,2010(12):79-88.
[63]MCGUIRE W J. Cognitive consistency and attitude change[J]. Journal of Abnormal&Social Psychology,1960,60(3):345.
[64]FRANKE G R,HUHMANN B A,MOTHERSBAUGH D L. Information content and consumer readership of print ads:acomparison of search and experience products[J]. Journal of the Academy of Marketing Science,2004,32(1):20-31.
[65]LIM J S,AL-AALI A,HEINRICHS J H. Impact of satisfaction with e-retailers’touch points on purchase behavior:themoderating effect of search and experience product type[J]. Marketing Letters,2015,26(2):225-235.
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