工业技术经济Issue(11)：29-37,9.DOI:10.3969/j.issn.1004-910X.2014.11.004
虚拟品牌社群体验对消费者购买意愿影响的实证研究--基于感知不确定性的中介效应
Empirical Research on Virtual Brand Community Experience Effect on Customer Purchase Intention--- Based on the Mediating Effect of Perceived Uncertainty Reduction
摘要
Abstract
In the Network Era ,virtual brand community has become an effective way for companies to keep the relationship with the customers and to improve the core competitive advantage .There are more literatures discuss about the brand community in the past study , however ,few efforts have been made to reveal the community experience influence on purchase intention from the perceived level . In this paper ,we choose the uncertainty reduction theory as the foundation , through questionnaire survey of 292 valid respondents ,it is confirmed that perceived uncertainty reduction plays an important intermediary role in the brand experience and customer purchase intention .There-fore , enterprises should pay attention to the operation and management of the virtual brand community , so that consumers can feel good community experience ,which ultimately affect their purchase intention .关键词
虚拟品牌社群/感知不确定性/购买意向/社群体验Key words
virtual brand community/perceived uncertainty reduction/purchase intention/community experience分类
管理科学引用本文复制引用
范志国,郭靖丽..虚拟品牌社群体验对消费者购买意愿影响的实证研究--基于感知不确定性的中介效应[J].工业技术经济,2014,(11):29-37,9.
