虚拟品牌社区顾客间互动对品牌忠诚的影响
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摘要
以虚拟品牌社区为研究背景,将社区内顾客间互动划分为产品互动与人际互动,构建顾客间互动通过顾客品牌情感融入的中介效应影响品牌忠诚的理论模型。研究结果表明:产品互动和人际互动皆对品牌忠诚和顾客品牌情感融入具有显著的正向影响,顾客品牌情感融入在顾客间互动对品牌忠诚的影响过程中起中介作用。
With the increasing popularity of the Internet,enterprises begin to take the construction of virtual brand community as a new marketing strategy.Taking the virtual brand community as the research background,this paper divides the interaction among customers in the community into product interaction and interpersonal interaction,and constructs the theoretical model of brand loyalty through the intermediary effect of customer brand emotion integration.The research results show that product interaction and interpersonal interaction have a significant positive impact on brand loyalty and customer brand emotional integration and customer brand emotion integration plays a mediating role in the influence of customercustomer interaction on brand loyalty.
With the increasing popularity of the Internet,enterprises begin to take the construction of virtual brand community as a new marketing strategy.Taking the virtual brand community as the research background,this paper divides the interaction among customers in the community into product interaction and interpersonal interaction,and constructs the theoretical model of brand loyalty through the intermediary effect of customer brand emotion integration.The research results show that product interaction and interpersonal interaction have a significant positive impact on brand loyalty and customer brand emotional integration and customer brand emotion integration plays a mediating role in the influence of customercustomer interaction on brand loyalty.
引文
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[2]Nambisan S,Baron R A.Different roles,different strokes:organizing virtual customer environments to promote two types of customer contributions[J].Organization Science,2010,21(21):554-572.
[3]Wang Y,Chan S F,Yang Z.Customers’Perceived benefits of interacting in a virtual brand community in China[J].Journal of Electronic Commerce Research,2013,14(1):49-66.
[4]申光龙,彭晓东,秦鹏飞.虚拟品牌社区顾客间互动对顾客参与价值共创的影响研究---以体验价值为中介变量[J].管理学报,2016,13(12):1808-1816.
[5]Moore R,Moore M L,Capella M.The impact of customer-to-customer interactions in a high personal contact service setting[J].Journal of Services Marketing,2005,19(7):482-491.
[6]Li M,Choi T Y,Rabinovich E,Crawford A.Selfservice operations at retail stores:the role of inter-customer interactions[J].Production and Operations Management,2013,22(4):888-914.
[7]王永贵,马双.虚拟品牌社区顾客互动的驱动因素及对顾客满意影响的实证研究[J].管理学报,2013,10(9):1375.
[8]Bowden L H.The process of customer engagement:a conceptual framework[J].Journal of Marketing Theory and Practice,2009,17(1):63-74.
[9]Mollen A,Wilson H.Engagement,telepresence and interactivity in online consumer experience:reconciling scholastic and managerial perspectives[J].Journal of Business Research,201,63(9/10):919-925.
[10]Dwivedi A.A higher-order model of consumer brand engagement and its impact on loyalty intentions[J].Journal of Retailing&Consumer Services,2015,24:100-109.
[11]Hollebeek L D.Exploring customer brand engagement:definition and themes[J].Journal of Strategic Marketing,2011,19(7):555-73.
[12]Hollebeek L D,Glynn M S,Brodie R J.Consumer brand engagement in social media:conceptualization,scale development and validation[J].Journal of Interactive Marketing,2014,28(2):149-165.
[13]Brodie R J,Ilic A,Juric B,et al.Consumer engagement in a virtual brand community:An exploratory analysis[J].Journal of Business Research,2013,66(1):105-114.
[14]Newman J W,Werbel R A.Multivariate analysis of brand loyalty for major household appliances[J].Journal of Marketing Research,1973,10(4):404-409.
[15]Jacoby J,Chestnut R.Brand loyalty measurement and management[J].Journal of Marketing Research,1978,15(15):1978,15(4):659-660.
[16]Assael H.Consumer behavior and marketing action[M].[s.l.]:Kent Pub.Co,1984.
[17]Okleshen C,Grossbart S.Usenet groups,virtual community and consumer behaviors[J].Advances in Consumer Research,1998.
[18]Van Doorn J,Lemon K N,Mittal V,et al.Customer engagement behavior:theoretical foundations and research directions.[J].Social Science Electronic Publishing,2010,13(3):253-266.
[19]Verleye K,Gemmel P,Rangarajan D.Managing engagement behaviors in a network of customers and stakeholders:evidence from the nursing home sector[J].Journal Of Service Research.2014,17(1):68-84.
[20]史伟,陈信康.顾客公民行为研究---理论思辨与研究模型[J].软科学,2015,29(4):129-133.
[21]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,2015,18(3):151-160.
[22]Vivek S,Beatty S,Morgan R.Customer Engagement:Exploring Customer Relationships Beyond Purchase[J].Journal Of Marketing Theory&Practice.2012,20(2):122-146.
[23]Leckie C,Nyadzayo M W,Johnson L W.Antecedents of consumer brand engagement and brand loyalty[J].Journal Marketing Management.2016,32(5/6):558-578.