| 虚拟品牌社群成员个人特质对品牌社群承诺的影响:社群发起形态的干扰角色 |
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| 引用本文： | 林少龙,林月云,陈柄宏.虚拟品牌社群成员个人特质对品牌社群承诺的影响:社群发起形态的干扰角色[J].管理学报,2011(10):1495-1503. |
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| 作者姓名： | 林少龙 林月云 陈柄宏 |
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| 作者单位： | 中国文化大学商学院; |
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| 摘 要： | 研究了虚拟品牌社群成员的个人特质与品牌社群承诺的关系,并同时检验社群发起形态的干扰角色。通过网络问卷收集数据,总共调查苹果计算机用户社群、Window Xbox玩家论坛、SONY PSP玩家社群、BMW motor club、裕隆篮球队球迷社群、纽约洋基棒球队球迷俱乐部、LOMO Taiwan Group、Nissan Taiwan club和L A Lakers Fans’club9个虚拟品牌社群的成员,共计回收了212份有效问卷。研究结果显示,虚拟品牌社群成员的自我彰显、自我超越与自我呈现等个人特质正向影响品牌社群承诺,社群发起形态对虚拟品牌社群成员个人特质与品牌社群承诺的关系存在干扰效果。
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| 关 键 词： | 品牌社群 品牌社群承诺 自我彰显 自我超越 自我呈现 |
The Effects of Virtual Brand Community Member's Characteristics on Brand Community Commitment: The Moderating Role of Hosting Type |
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| LIN Shaolung LIN Yuenyun CHEN Pinghung.The Effects of Virtual Brand Community Member's Characteristics on Brand Community Commitment: The Moderating Role of Hosting Type[J].Chinese JOurnal of Management,2011(10):1495-1503. |
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| Authors: | LIN Shaolung LIN Yuenyun CHEN Pinghung |
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| Institution: | LIN Shaolung LIN Yuenyun CHEN Pinghung(Chinese Culture University,Taibei,China) |
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| Abstract: | The study examines the relationship between virtual brand community member's characteristics and brand community commitment,and the moderating role of hosting type of virtual brand community.Data were collected from an online survey to members of virtual brand communities,including Apple users' community,Window Xbox players forum,Sony PSP players group,BMW motor club,fans community of Yulon basketball team,Yankees' fans club,LOMO Taiwan Group,Nissan Taiwan club and L.A Lakers Fans' club.Total 212 members pr... |
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| Keywords: | brand community brand community commitment self-enhancement self-transcendence self-expression |
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