摘要
O2O电商平台虚拟社区是一种典型的消费者虚拟社区,其中营销对企业具有重要的战略价值。为了认识O2O模式下虚拟社区营销对消费者认知和行为的影响,基于S-O-R理论构建研究模型并进行实证研究。研究结果表明,O2O电商平台虚拟社区营销的娱乐性、互动性、网络口碑可以促进消费者社区认同的形成和提升,从而增强社区信任和知识共享意愿,而社区信任可以提高消费者购买意愿,虚拟社区营销的互动性、网络口碑使消费者具有更高的社区信任,这将增强消费者知识共享和购买的意愿。
O2O e-commerce platform virtual community is a typical consumer virtual community,in which marketing has an important strategic value for enterprises.In order to understand the impact of virtual community marketing on consumers’cognition and behavior under O2O mode,this paper attempts to build a research model based on S-O-R theory and conduct empirical research.The results show that the entertainment,interaction and online word-of-mouth of O2O e-commerce platform virtual community marketing can promote the formation and promotion of consumer community identity,thus enhancing community trust and knowledge sharing willingness,while community trust can improve consumer purchase intention;The interactivity and online word-of-mouth of virtual community marketing enable consumers to have higher community trust,which will enhance consumers'willingness to share knowledge and purchase.The above conclusions have certain enlightenment significance for the marketing practice of virtual community under O2O mode.
作者
岳宇君
郦晓月
YUE Yu-jun;LI Xiao-yue(College of Management, Nanjing University of Posts and Telecommunications, Nanjing 210003, China)
出处
《哈尔滨商业大学学报（社会科学版）》
CSSCI
2020年第2期84-92,共9页
Journal of Harbin University of Commerce:Social Science Edition
基金
2018年度教育部人文社会科学研究青年基金项目“我国数字市场中市场势力的形成机制与规制政策研究——以OTT业务为例”(18YJC790209)。
关键词
O2O模式
虚拟社区
知识共享
购买意愿
O2O model
virtual community
knowledge sharing
purchase lntention
