摘要
从中国消费者视角提出消费者参与虚拟品牌社区的动机主要包括有效信息搜索、优惠待遇获取、线下互动寻求、购后经验分享、信息质量维护等,并实证探究了这些动机对消费者虚拟品牌社区参与行为的影响。结果显示,有效信息搜索、购后经验分享和信息质量维护对消费者的参与行为有显著影响,优惠待遇获取对消费者部分参与行为具有影响,线下互动寻求动机未获统计学意义上的支持。这些结果对企业实施虚拟品牌社区战略具有启示意义。
From the perspectives of Chinese customers,this paper believe that the motives of customers participating virtual brand community comprise the sear ching of effective information,the obtaining of p preferential treatment,the s eeking of offline interaction,the sharing of post-purchasing experiences,and the maintenance of information quality.Meanwhile,the paper has empirically exp lored the impacts of the motives on the customers participating virtual brand co mmunity.The results have indicated that the searching of effective information, the sharing of post-purchasing experiences,and the maintenance of information quality have obvious impacts on customers participating virtual brand community.The obtaining of p preferential treatment has partial impacts on the customer participation,but the seeking of offline interaction has been found no statisti cal significance.These results show the inspiration for the strategy of enterpr ises＇implementation of virtual brand community.
出处
《企业经济》
CSSCI
北大核心
2011年第7期58-62,共5页
Enterprise Economy
基金
江西省软科学研究项目"江西省网络销售企业虚拟品牌社区消费者互动行为及对策研究"(批准号:赣科发计字[2008]230号)
江西师范大学博士基金项目"网络零售中顾客价值与顾客忠诚研究"
关键词
虚拟品牌社区
参与动机
寻求式参与
互动式参与
virtual brand community
participation motive
seeking participation
interactive participation
