工业技术经济
工業技術經濟
공업기술경제
Industrial Technology & Economy
2014年
11期
29~37
,共null页
虚拟品牌社群 感知不确定性 购买意向 社群体验
虛擬品牌社群 感知不確定性 購買意嚮 社群體驗
허의품패사군 감지불학정성 구매의향 사군체험
virtual brand community;perceived uncertainty reduction;purchase intention;community experience
在互联网时代，虚拟品牌社群成为企业维系顾客关系并提升核心竞争力的重要途径。现有探讨品牌社群的文献甚多，但鲜有文献从消费者心理感知层面来分析社群体验对购买意愿的影响。本研究将以降低感知不确定性理论为基础，并通过对292名有效访问者的调查实证表明，降低感知不确定性在社群体验和消费者购买意愿中起着完全中介作用。因此，企业要重视虚拟品牌社群的经营与管理，使得消费者感受到良好的社群体验，从而最终影响其购买意愿。
在互聯網時代，虛擬品牌社群成為企業維繫顧客關繫併提升覈心競爭力的重要途徑。現有探討品牌社群的文獻甚多，但鮮有文獻從消費者心理感知層麵來分析社群體驗對購買意願的影響。本研究將以降低感知不確定性理論為基礎，併通過對292名有效訪問者的調查實證錶明，降低感知不確定性在社群體驗和消費者購買意願中起著完全中介作用。因此，企業要重視虛擬品牌社群的經營與管理，使得消費者感受到良好的社群體驗，從而最終影響其購買意願。
재호련망시대，허의품패사군성위기업유계고객관계병제승핵심경쟁력적중요도경。현유탐토품패사군적문헌심다，단선유문헌종소비자심리감지층면래분석사군체험대구매의원적영향。본연구장이강저감지불학정성이론위기출，병통과대292명유효방문자적조사실증표명，강저감지불학정성재사군체험화소비자구매의원중기착완전중개작용。인차，기업요중시허의품패사군적경영여관리，사득소비자감수도량호적사군체험，종이최종영향기구매의원。
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 .
