A Research on the Perception, Attitudes and Behaviors of Virtual Brand Community Members

Abstract

Abstract:

Based on the virtual brand community as the research background, this paper discusses the specific forms of community par-ticipation and divides these forms into two types, posting and viewing, and also sets up a relationship model involving virtual community perception (feeling of membership, influence and immersion), attitudes (brand commitment and community identification) and partici-pation from the psychological perspective of "perception-attitude-behavior".The model reveals the influencing mechanism of "psycholog-ical-behavior" of members in the virtual brand community environment, i.e.feeling of membership and attitudes have a direct impact on the participation behavior, and at the same time, as members'attitude is influenced by different psychological perceptions, it also shows the promotion of community identity to brand commitment.On this basis, through the intermediary test, this paper further proves that the perception of the members will influence the participation behavior through the attitude.

Key words: virtual brand community, virtual community perception, brand promise, community identity, community participation

Ma Xiangyang, Wang Yulong, Wang Bo, Yang Song. A Research on the Perception, Attitudes and Behaviors of Virtual Brand Community Members[J]. , 2017, 29(7): 70-81.

References

[1] McAlexander J. H., Schouten J. W., Koenig H. F. Building Brand Community[J]. Journal of Marketing, 2002,66(1):38-54
[2] Zhou Z., Wu J. P., Zhang Q., et al. Transforming Visitors into Members in Online Brand Communities:Evidence from China[J]. Journal of Business Research, 2013,66(12):2438-2443
[3] 王德胜,王建金. 负面网络口碑对消费者品牌转换行为的影响机制研究——基于虚拟社区涉入的视角[J]. 中国软科学, 2013,(11):112-122
[4] Shang R. A., Chen Y. C., Liao H. J. The Value of Participation in Virtual Consumer Communities on Brand Loyalty[J]. Internet Research. 2006,16(4):398-418
[5] Casalò L. V., Flavián C., Guinaliu M. Promoting Consumer's Participation in Virtual Brand Communities:A New Paradigm in Branding Strategy[J]. Journal of Marketing Communications, 2008,14(1):19-36
[6] Koh J., Kim Y. G. Knowledge Sharing in Virtual Communities:An E-business Perspective[J]. Expert Systems with Applications,2004,26(2):155-166
[7] Burnett G., Dickey M. H., Chudoba K. M., et al. Inscription and Interpretation of Text:A Cultural Hermeneutic Examination of Virtual Community[J]. Information Research, 2003,9(1):162-162
[8] 王莉,任浩. 虚拟创新社区中消费者互动和群体创造力——知识共享的中介作用研究[J]. 科学学研究, 2013,31(5):702-710
[9] Speer P. W., Peterson N. A., Armstead T. L., et al. The Influence of Participation, Gender and Organizational Sense of Commu-nity on Psychological Empowerment:The Moderating Effects of Income[J]. American Journal of Community Psychology, 2013,51(1-2):103-113
[10] Bateman P. J., Gray P. H., Butler B. S. Research Note-The Impact of Community Commitment on Participation in Online Com-munities[J]. Information Systems Research, 2011,22(4):841-854
[11] 王永贵,马双. 虚拟品牌社区顾客互动的驱动因素及对顾客满意影响的实证研究[J]. 管理学报, 2013,10(9):1375-1383
[12] Wang Y., Ma S., Li D. Customer Participation in Virtual Brand Communities:The Self-Construal Perspective[J]. Information & Management, 2015,52(5):577-587
[13] Khansa L., Ma X., Liginlal D., et al. Understanding Members' Active Participation in Online Question-and-Answer Communi-ties:A Theory and Empirical Analysis[J]. Journal of Management Information Systems, 2015,32(2):162-203
[14] Hagel J., Armstrong A. G. Net Gain:Expanding Markets Through Virtual Communities[M]. Boston:HBS Press, 1997
[15] Bagozzi R. P., Dholakia U. M. Antecedents and Purchase Consequences of Customer Participation in Small Group Brand Commu-nities[J]. International Journal of Research in Marketing, 2006,23(1):45-61
[16] Zhao K., Stylianou A. C., Zheng Y. Predicting Users' Continuance Intention in Virtual Communities:The Dual Intention-Forma-tion Processes[J]. Decision Support Systems, 2013,55(4):903-910
[17] 沙振权,蒋雨薇,温飞. 虚拟品牌社区体验对社区成员品牌认同影响的实证研究[J]. 管理评论, 2010,22(12):79-88
[18] Tsai M. T., Cheng N. C., Chen K. S. Understanding Online Group Buying Intention:The Roles of Sense of Virtual Community and Technology Acceptance Factors[J]. Total Quality Management & Business Excellence, 2011,22(10):1091-1104
[19] Li H., Lee K. C. An Interpersonal Relationship Framework for Virtual Community Participation Psychology From Covert to Overt Process[J]. Social Science Computer Review, 2013,31(6):703-724
[20] Rheingold H. The Virtual Community:Homesteading on the Electronic Frontier[M]. Massachusetts:MIT Press, 1993
[21] Muniz A. M., O'guinn T. C. Brand Community[J]. Journal of Consumer Research, 2001,27(4):412-432
[22] Hoffman D. L., Novak T. P. Marketing in Hypermedia Computer-Mediated Environments:Conceptual Foundations[J]. Journal of Marketing, 1996,60(3):50-68
[23] Romm C., Pliskin N., Clarke R. Virtual Communities and Society:Toward an Integrative Three Phase Model[J]. International Journal of Information Management, 1997,17(4):261-270
[24] Lee J., Suh A. How Do Virtual Community Members Develop Psychological Ownership and What are the Effects of Psychological Ownership in Virtual Communities?[J]. Computers in Human Behavior, 2015,45:382-391
[25] Burnett G. Information Exchange in Virtual Communities:A Typology[J]. Information Research, 2000,5(4):82
[26] Nambisan S., Baron R. A. Virtual Customer Environments:Testing a Model of Voluntary Participation in Value Co-creation Ac-tivities[J]. Journal of Product Innovation Management, 2009,26(4):388-406
[27] 周军杰. 社会化商务背景下的用户粘性:用户互动的间接影响及调节作用[J]. 管理评论, 2015,27(7):127-136
[28] Sarason S. B. The Psychological Sense of Community:Prospects for a Community Psychology[M]. San Francisco:Jossey-Bass, 1974
[29] McMillan D. W., Chavis D. M. Sense of Community:A Definition and Theory[J]. Journal of Community Psychology, 1986,14(1):6-23
[30] Kim W. G., Lee C., Hiemstra S. J. Effects of an Online Virtual Community on Customer Loyalty and Travel Product Purchases[J]. Tourism Management, 2004,25(3):343-355
[31] Koh J., Kim Y. G. Sense of Virtual Community:A Conceptual Framework and Empirical Validation[J]. International Journal of Electronic Commerce, 2003,8(2):75-94
[32] 许博. 网络百科全书公众参与影响因素研究[J]. 科学学研究, 2011,29(5):665-669
[33] Chen G. L., Yang S. C., Tang S. M. Sense of Virtual Community and Knowledge Contribution in a P3 Virtual Community:Moti-vation and Experience[J]. Internet Research, 2013,23(1):4-26
[34] Meyer J. P., Allen N. J. Testing the "Side-Bet Theory" of Organizational Commitment:Some Methodological Considerations[J].Journal of Applied Psychology. 1984,69(3):372-378
[35] Morgan R. M., Hunt S. D. The Commitment-Trust Theory of Relationship Marketing[J]. The Journal of Marketing, 1994,58(3):20-38
[36] 田阳,王海忠,柳武妹,等. 品牌承诺能抵御负面信息吗?——自我调节导向的调节作用[J]. 心理学报, 2014,46(6):864-875
[37] Carlson B. D., Suter T. A., Brown T. J. Social Versus Psychological Brand Community:The Role of Psychological Sense of Brand Community[J]. Journal of Business Research, 2008,61(4):284-291
[38] 刘新,杨伟文. 虚拟品牌社群认同对品牌忠诚的影响[J]. 管理评论, 2012,24(8):96-106
[39] Tajfel H., Turner J. C. An Integrative Theory of Intergroup Conflict[J]. The Social Psychology of Intergroup Relations, 1979,33(47):74-86
[40] Bagozzi R. P., Dholakia U. M. Open Source Software User Communities:A Study of Participation in Linux User Groups[J]. Management Science, 2006,52(7):1099-1115
[41] Kim J. W., Choi J., Qualls W., et al. It Takes a Marketplace Community to Raise Brand Commitment:The Role of Online Com-munities[J]. Journal of Marketing Management, 2008,24(3-4):409-431
[42] Bhattacharya C. B., Sen S. Consumer-Company Identification:A Framework for Understanding Consumers' Relationships with Companies[J]. Journal of Marketing, 2003,67(2):76-88
[43] Bergkvist L., Bech-Larsen T. Two Studies of Consequences and Actionable Antecedents of Brand Love[J]. Journal of Brand Man-agement, 2010,17(7):504-518
[44] Dholakia U. M., Bagozzi R. P., Pearo L. K. A Social Influence Model of Consumer Participation in Network-And Small-Group-Based Virtual Communities[J]. International Journal of Research in Marketing, 2004,21(3):241-263
[45] Algesheimer R., Dholakia U.M., Herrmann A. The Social Influence of Brand Community:Evidence from European Car Clubs[J]. Journal of Marketing, 2005,69(3):19-34
[46] 李朝辉,金永生,卜庆娟. 顾客参与虚拟品牌社区价值共创对品牌资产影响研究——品牌体验的中介作用[J]. 营销科学学报, 2014,10(4):109-124
[47] Zaichkowsky J. L. Measuring the Involvement Construct[J]. Journal of Consumer Research, 1985,12(12):341-352
[48] O'Leary-Kelly S. W., Vokurka R. J. The Empirical Assessment of Construct Validity[J]. Journal of Operations Management, 1998,16(4):387-405
[49] 温忠麟,张雷,侯杰泰,等. 中介效应检验程序及其应用[J]. 心理学报, 2004,36(5):614-620