摘要
以小米社区为例,对小米手机用户进行虚拟品牌社区顾客体验的问卷调查,在此基础上构建了小米社区顾客体验各维度与社区认同、品牌忠诚度的关系模型,以研究三者之间的关系。研究结果表明:小米社区的顾客体验对社区认可具有一定的正向效应,其中情感体验、信息体验对群体认同和品牌认同产生显著的正向影响,行为体验对群体认同产生显著的正向影响;社区认可对品牌忠诚度产生一定的正向效应,其中品牌认同对行为忠诚和态度忠诚正向影响显著,群体认同对态度忠诚正向影响显著。感官体验、行为体验、情感体验和信息体验四个维度相关起作用。
Taking Xiaomi Online Community as an example, we designed a questionnaire survey on the Xiaomi mobile phone users about virtual brand community customer experience, and on this basis, we constructed a relationship model between each dimension of customer experience, community identification and brand loyalty in Xiaomi Online Community. The results show that the customer experience in Xiaomi Online Community has a positive effect on the community identification to a certain extent, of which both emotional experience and information experience have significantly positive impacts on the group identification and brand identification, and behavior experience has a significantly positive impact on the group identification. Community identification has a positive effect on brand loyalty to a certain extent, of which brand identification has a positive impact on behavior loyalty and attitude loyalty, group identity has a significantly positive impact on attitude loyalty. Sensory experience, behavioral experience, emotional experience and information experience interact with each other.
作者
崔婷
CUI Ting(Qinghai Nationalities University, Xining 810007, China)
出处
《河南工程学院学报（社会科学版）》
2016年第4期20-25,共6页
Journal of Henan University of Engineering(Social Science Edition)
关键词
虚拟品牌社区
小米社区
顾客体验
社区认同
品牌忠诚度
virtual brand community
Xiaomi Online Community
customer experience
community identifica-tion
brand loyalty
作者简介
崔婷（1990-）,管理专业硕士研究生,研究方向为营销管理.
