消费者参与虚拟品牌社群前定因素研究被引量：17

Study on the Antecedents of Customer Participation in Virtual Brand Communities

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摘要探讨了虚拟品牌社群的互动关系及其价值,并研究了互动关系通过中介变量社群价值是如何影响消费者参与虚拟品牌社群的。研究显示,虚拟品牌社群中的互动关系不完全是消费者参与社群的直接原因,它们是社群价值形成的前定因素,而社群价值在互动关系与社群参与之间有不同程度的中介效应。 This paper researches the interaction and value of virtual brand community,and how they affect the consumers participating in the virtual brand community.It is found that interactive relationship of the virtual brand community does not totally affect participation directly,and they are the antecedents of the community value.The value of the virtual brand community has different mediating effects between interactive relationship and consumers＇ participation.This paper makes suggestions for developing community environment and participating degree and meeting members＇ value need.

作者刘新杨伟文

机构地区中南大学商学院

出处《软科学》 CSSCI 北大核心 2011年第3期135-139,共5页 Soft Science

基金国家社会科学基金项目(09XJY033)

关键词虚拟品牌社群社群互动社群价值社群参与 virtual brand community community interaction community value community participation

分类号 F713.50 [经济管理—市场营销]

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