网络技术的发展使在线品牌社区成为企业和消费者进行沟通的双向平台,在建立和维系顾客关系方面具有突出优势.本研究构建了在线品牌社区情境下的顾客参与影响顾客购买意愿的实证模型和相关假设.通过对732名在线品牌社区用户的问卷调查,研究发现顾客参与对在线品牌社区的认知性认同、情感性认同均有正向影响,且其影响受到顾客参与动机类型的调节;当顾客基于内部动机驱动时,顾客参与对在线品牌社区认同的影响效果被放大,基于外部动机驱动时则影响效果被抑制;品牌-自我一致性在在线品牌社区认同与顾客购买意愿之间关系的调节作用、在线品牌社区认同的认知性和情感性维度在顾客参与与购买意愿的关系中的中介作用也在研究中得到验证.%The development of internet technology provides consumers with a two-way platform called virtual brand community to communicate with entrepreneurs,of which the advantage in maintaining the close relationship to customers is outstanding. This paper constructs the empirical model and related hypothesis of the influence of different motivated consumers participating on the purchase intention. Based on the questionnaire survey on the 732 users, we find that consumer participation has positive effect on both cognitive and emotional community identity with the moderating effect of motivation types of participation,such that when internal motivation is activated,the effect of consumer participation on virtual brand community identity is amplified while the effect is suppressed when driven by external motivation. Both the moderating effect of self-image congruence and the mediating effect of virtual brand community between the consumer participation and purchase intention are verified.
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