How community interactions contribute to harmonious community relationships and customers' identification in online brand community
How community interactions contribute to harmonious community relationships and customers' identification in online brand community
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DOI：
10.1016/j.ijinfomgt.2016.04.016
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发表时间：
2016-10
期刊：
影响因子：
--
通讯作者：
Nuan Luo;Mingli Zhang;Mu Hu;Yu Wang
中科院分区：
文献类型：
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作者：
Nuan Luo;Mingli Zhang;Mu Hu;Yu Wang
作为网络品牌社区生命力的代表，有效互动一直被视为形成和谐组织氛围和高度组织认同的前提。本研究提出一个社群互动、和谐社群关系与顾客社群认同的关系模型，以探讨社群互动与顾客社群认同的过程。基于665个有效样本的研究结果表明，不同的社区互动（产品-信息、人机和人际）对和谐社区关系（顾客-品牌和顾客-其他顾客关系）的影响不同，进而影响顾客对社区的认同。此外，这些社区互动对和谐的社区关系具有互动作用。根据分析结果，本研究得出了一些管理和研究启示。
As a proxy for the vitality of online brand community, effective interaction has always been viewed as a prerequisite for the formation of harmonious organization atmosphere and high degree of organizational identity. To investigate the process, this study proposes a model delineates the relationship among community interactions, harmonious community relationships, and customers’ community identification. The findings, based on 665 valid samples, reveal that different community interactions (product-information, human-computer, and interpersonal) have different effects on harmonious community relationships (customer-brand and customer-other customers’ relationships), which in turn influences customers’ identification with community. Furthermore, these community interactions have an interactive effect on harmonious community relationships. Based on the analytical results, this study concludes with some managerial and research implications.