Some antecedents and effects of participation in Spanish virtual brand communities
Some antecedents and effects of participation in Spanish virtual brand communities
复制标题
DOI：
10.1504/ijwbc.2010.030015
复制
发表时间：
2010-12
期刊：
影响因子：
--
通讯作者：
L. Casaló;C. Flavián;Miguel Guinaliu
中科院分区：
文献类型：
--
作者：
L. Casaló;C. Flavián;Miguel Guinaliu
虚拟品牌社区的重要性与日俱增，因为许多消费者正在使用多种在线工具来分享想法和联系其他消费者。因此，本研究探讨消费者参与虚拟品牌社群的前因与结果。通过网络调查，使用讲西班牙语的几个虚拟社区的成员获得的数据表明，倾向于信任，熟悉的社区，满意度在以前的互动与其他社区成员和沟通的社区是消费者的意图，参与一个虚拟社区的主要前兆。此外，消费者参与在虚拟品牌社区中进行的活动可以提高消费者对社区所围绕的品牌的忠诚度。
Virtual brand communities are increasing their importance day by day due to the fact that many consumers are using several online tools to share ideas and contact fellow consumers. For this reason, this work explores some antecedents and outcomes of consumer participation in virtual brand communities. The data, obtained through a web survey using Spanish-speaking members of several virtual communities, show that propensity to trust, familiarity with the community, satisfaction in previous interactions with other community members and communication in the community are the main precursors of consumers intentions to participate in a virtual community. Additionally, consumer participation in the activities carried out in a virtual brand community may enhance consumer loyalty to the brand around which the community is centred.