虚拟品牌社区顾客价值共创互动行为对品牌忠诚的影响研究.docx

虚拟品牌社区顾客价值共创互动行为对品牌忠诚的影响研究
摘要：
本文旨在通过分析虚拟品牌社区顾客价值共创互动行为对品牌忠诚度的影响，探讨虚拟品牌社区的顾客价值共创互动行为对品牌忠诚的积极作用。本研究通过文献分析和实证研究方法，将虚拟品牌社区顾客的互动行为分为价值共创、信息分享、互动交流、情感交流四个领域，分别探究这些互动行为对品牌忠诚度的影响。研究结果表明，在虚拟品牌社区中，顾客的价值共创、信息分享、互动交流、情感交流行为通过增加顾客对品牌的依赖感、认同感、忠诚感，使得品牌忠诚度显著提高。因此，企业需要注重虚拟品牌社区的价值共创和互动交流，提高顾客的品牌参与度和品牌忠诚度，从而取得更好的市场竞争优势。
关键词：虚拟品牌社区；价值共创；互动交流；品牌忠诚度
Introduction
Withthedevelopmentofinternettechnology,virtualbrandcommunityhasbecomeanimportantwayforenterprisestointeractwithcustomers.Inthevirtualbrandcommunity,customerscaninteractwitheachotherandwiththeenterprise,shareinformation,provideopinionsandideas,andevenparticipateinproductdesignanddevelopment.Theseinteractionsnotonlycreatevalueforcustomersandenterprises,butalsopromotethedevelopmentofbrandloyalty.Therefore,thispaperaimstoexploretheimpactofcustomervalueco-creationinteractivebehavioronbrandloyaltyinthevirtualbrandcommunity,andtoprovidereferenceforenterprisestobuildandmanagevirtualbrandcommunity.
LiteratureReview
Virtualbrandcommunityisakindofsocialnetworkestablishedonline,whichhasthecharacteristicsofself-organizing,self-developingandself-governance.Inthevirtualbrandcommunity,customerscanparticipateinthedesignanddevelopmentofproducts,shareopinionsandexperiences,andcreatevaluewiththeenterprise.Customers'participationinvirtualbrandcommunitycanpromotetheestablishmentoftrust,emotionalconnection,andmutualbenefitbetweencustomersandtheenterprise,whichcanenhancebrandloyalty.Theparticipationofcustomerscanbemanifestedinvariousforms,includingvalueco-creation,informationsharing,interactionexchange,andemotionalcommunication.
ResearchMethods
Thisresearchusesliteratureanalysisandempiricalresearchmethodstoexploretheimpactofcustomervalueco-creationinteractivebehavioronbrandloyaltyinthevirtualbrandcommunity.Basedontheliteraturereview,wedividecustomerinteractionbehaviorintofourareas:valueco-creation,informationsharing,interactionexchange,andemotionalcommunication.Weusequestionnairestocollectdatafromcustomerswhoparticipateinvirtualbrandcommunity,andusereg