| 虚拟社区知识共享与消费者品牌转换的关系研究 |
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| 引用本文： | 常亚平,朱东红,张金隆.虚拟社区知识共享与消费者品牌转换的关系研究[J].管理学报,2009,6(11). |
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| 作者姓名： | 常亚平 朱东红 张金隆 |
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| 作者单位： | 1. 华中科技大学管理学院,武汉市,430074
2. 华中科技大学管理学院 |
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| 基金项目： | 国家自然科学基金资助项目，湖北省教育厅人文社会科学研究项目 |
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| 摘 要： | 采用实证的方法探讨了虚拟社区知识共享与消费者品牌转换意向之间的关系,构建了共享程度、共享内容与消费者品牌转换之间的关系模型.研究发现:共享程度通过影响消费者的期望、感知产品质量、感知价值和品牌声誉影响到消费者的品牌转换意向;共享内容对消费者的品牌转换意向没有显著影响.
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| 关 键 词： | 虚拟社区 知识共享 品牌转换 网络营销 |
An Empirical Study on Relationship between Knowledge Sharing in Virtual Communities and Consumers Brand Switching Intention |
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| CHANG Yaping,ZHU Donghong,ZHANG Jinlong.An Empirical Study on Relationship between Knowledge Sharing in Virtual Communities and Consumers Brand Switching Intention[J].Chinese JOurnal of Management,2009,6(11). |
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| Authors: | CHANG Yaping ZHU Donghong ZHANG Jinlong |
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| Abstract: | This paper is designed to explore the relationship between knowledge sharing in virtual communities and consumers' brand switching intention by empirical methods. A relationship model of sharing degree, the content of sharing and consumers' brand switching intention is constructed. The results show that sharing degree affects consumers' brand switching intention in virtual community environment through expectations, perceived product quality, perceived value and brand reputation and the contents of sharing have no significant impact on the consumers' brand switching intention. |
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| Keywords: | virtual community knowledge sharing brand switching network marketing |
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