| 消费者参与虚拟品牌社群前定因素研究 |
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| 引用本文： | 刘新,杨伟文.消费者参与虚拟品牌社群前定因素研究[J].软科学,2011,25(3):135-139. |
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| 作者姓名： | 刘新 杨伟文 |
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| 作者单位： | 中南大学,商学院,长沙,410083 |
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| 摘 要： | 探讨了虚拟品牌社群的互动关系及其价值,并研究了互动关系通过中介变量社群价值是如何影响消费者参与虚拟品牌社群的。研究显示,虚拟品牌社群中的互动关系不完全是消费者参与社群的直接原因,它们是社群价值形成的前定因素,而社群价值在互动关系与社群参与之间有不同程度的中介效应。
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| 关 键 词： | 虚拟品牌社群 社群互动 社群价值 社群参与 |
Study on the Antecedents of Customer Participation in Virtual Brand Communities |
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| LIU Xin,YANG Wei-wen.Study on the Antecedents of Customer Participation in Virtual Brand Communities[J].Soft Science,2011,25(3):135-139. |
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| Authors: | LIU Xin YANG Wei-wen |
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| Institution: | LIU Xin,YANG Wei-wen(School of Business,Central South University,Changsha 410083) |
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| Abstract: | This paper researches the interaction and value of virtual brand community,and how they affect the consumers participating in the virtual brand community.It is found that interactive relationship of the virtual brand community does not totally affect participation directly,and they are the antecedents of the community value.The value of the virtual brand community has different mediating effects between interactive relationship and consumers' participation.This paper makes suggestions for developing communi... |
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| Keywords: | virtual brand community community interaction community value community participation |
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