摘要
从品牌社群的5个价值维度入手,构建用于解释品牌社群成员价值感知、社群意识、忠诚度及其品牌相关行为倾向等变量之间关系的结构模型。以中国网络虚拟品牌社群成员为对象进行的实证分析结果显示,虚拟品牌社群的社交价值、信息价值和娱乐价值对于社群成员社群意识的形成和强化具有积极的作用,财务价值、社交价值、信息价值和娱乐价值能提升社群成员的社群忠诚度,社群意识较强的成员对社群比较忠诚,具有保护品牌声誉的积极意向,同时他们对于竞争品牌也会表现出较高的抵制倾向。
Brand community has become an important concept in marketing and it is attracting much attention from the academic and the business fields. The purpose of this study is to examine the relations among five value dimensions, sense of community, loyalty and brand related behavior intentions. The results show that information value, social value and amusement value of virtual brand community have a significant influence both on sense of community and loyalty. Financial value has a significant influence on loyalty but not as much on sense of community. Image value is not important for sense of community and loyalty in virtual community. It also shows that the members have loyalty to community, and incline to protect their brand and oppose competitive brand when they conceive sense of community enough.
出处
《管理科学》
CSSCI
2007年第2期36-45,共10页
Journal of Management Science
关键词
品牌社群
虚拟社群
价值维度
社群意识
社群忠诚
品牌行为意向
brand community
virtual community
value dimension
sense of community
community loyalty
brand related behavior intentions
作者简介
金立印（1976-），男，辽宁沈阳人，毕业于韩国培材大学，获经营学博士学位，韩国培材大学经营学系助理教授，研究方向：服务营销、网络营销、消费者行为、品牌管理等。
