社会化媒体的广泛应用改变了企业与顾客的互动方式,推动了商业模式的创新。虚拟品牌社群作为社会化媒体发展的产物成为企业与顾客互动交流的重要平台,也是实现顾客契合的主要场所。本文基于社会网络理论视角,研究了虚拟品牌社群中社群认同、顾客契合与品牌忠诚的关系。结果表明:虚拟品牌社群社会网络中社会交互联结、中心性、信任互惠原则和自我概念一致性分别正向影响社群认同;社群认同正向影响顾客契合,而顾客契合又积极地促进了顾客品牌忠诚;顾客契合在社群认同对品牌忠诚的影响中起到了完全中介的作用。本文可为企业虚拟品牌社群的建设与管理及顾客参与虚拟品牌社群提供借鉴意义。
The rapid development of social media has changed the way of communication between enterprises and consumers,and has realized the innovation of business mode.As a product of social media development,virtual brand community has become an important platform for interaction between enterprises and customers,and also a main place to achieve customer satisfaction.From the perspective of social network theory,this paper studies the relationship between community identity,customer engagement and brand loyalty in the virtual brand community.The results show that social interaction,centrality,trust and reciprocity and self concept consistency have positive impact on community identity in social networks,and community identity is positively affecting customer engagement,and customer engagement actively promotes customer brand loyalty,and customer engagement has played a role of complete intermediation in the impact of community identity on brand loyalty.This paper provides a reference for the construction and management of the virtual brand community and the participation of customers in the virtual brand community.
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