VirtualBrandCom munityExperience,Identification,andElectronicWord-of-mouth
VirtualBrandCom munityExperience,Identification,andElectronicWord-of-mouth
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虚拟品牌社区体验、识别和电子口碑
DOI：
10.1080/08874417.2019.1661805
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发表时间：
2019
影响因子：
2.8
通讯作者：
Nan Wang
中科院分区：
文献类型：
--
作者：
Lin Qiao;Mengmeng Song;Nan Wang
尽管认识到虚拟品牌社区（VBC）的重要性和不同类型的电子口碑（e口碑）行为（如发表意见、传递意见和寻求意见）的存在，但现有文献在VBC体验和认同对e口碑的影响方面仍然不足。本研究结合刺激-有机体-反应理论及相关研究，探讨了不同类型的VBC体验（如智力体验、感官体验、娱乐体验、互动体验、情感体验和关系体验）通过两种不同类型的认同（即品牌认同和社区认同）对不同类型的eWOM行为的影响。通过在线调查收集数据，并使用结构方程模型进行分析。结果表明，VBC体验（除互动体验外）对品牌认同和社区认同有显著影响。此外，社区认同和品牌认同对不同类型的eom行为有显著影响。讨论了该方法的理论与实践意义、局限性和未来的研究方向。
Despite recognizing the importance of virtual brand community (VBC) and the existence of different types of electronic word-of-mouth (eWOM) behaviors (e.g., opinion giving, opinion passing and opinion seeking), the existing literature remains inadequate regarding the influences of VBC experiences and identification on eWOM. This study, incorporating stimulus–organism–response theory and related research, examines the influences of various VBC experiences (e.g., intellectual, sensory, entertainment, interactive, affective, and relational experiences) on the different types of eWOM behaviors, mediated via two different types of identification (i.e., brand identification and community identification). Data are collected using an online survey and analyzed using structural equation modeling. Results show that VBC experiences (with the exception of interactive experience) have a significant impact on brand identification and community identification. Moreover, community identification and brand identification distinctively affect the different types of eWOM behaviors. Theoretical and practical implications, limitations, and future research directions are discussed.