虚拟品牌社区中互动、信任和参与意愿之间关系研究的被引量：33

The Relationship Among the Interaction,Trust and Participation Willingness in a Virtual Brand Community

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摘要从虚拟社区成员参与的视角,将互动区分为"人—机互动"和"人—人互动"两种形式,考察互动对社区成员的"认知信任"和"情感信任"两个维度以及信任对社区成员"发布意愿"和"获取意愿"的不同影响。实证研究发现:对于两种不同的互动形式,人—机互动的感知易用对于情感信任有显著影响,而感知有用对于情感信任没有显著影响;信任的两个维度对于信息意愿的发布和获取都有显著的影响。此外,情感信任对发布意愿的影响较获取意愿大,认知信任对获取意愿的影响较发布意愿更大。 From the perspective of the virtual community members,the interaction is divided into two types,the ＂human-machine interaction＂ and the ＂human-human interaction＂,to observe the impact of interaction on ＂cognitive trust＂ and ＂emotional trust＂,and trust on＂release willingness＂ and ＂access willingness＂.Empirical study finds that the usefulness of perception of human-machine interaction has a significant influence on emotional trust,which does not apply in the feasibility of perception;two dimensions of trust also have a significant impact on release willingness and access willingness.Fur ther more,emotional trust has a bigger impact on release willingness than access willingness does,which is in turn for cognitive trust.

作者吴思凌咏红王璐

机构地区武汉大学经济与管理学院武汉理工大学计算机学院

出处《情报杂志》 CSSCI 北大核心 2011年第10期100-105,共6页 Journal of Intelligence

基金教育部人文社会科学基金项目"负面事件危机中的企业信息沟通策略及其对消费者-品牌关系的影响"(编号:10YJA630170)

关键词虚拟品牌社区互动信任参与意愿 virtual brand community interaction trust participation willingness

分类号 F270 [经济管理—企业管理]

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