社会化商务中顾客间互动对顾客品牌契合的影响

基于SOR（刺激-机体-反应）理论和感知价值理论，依据社会化商务网站的问卷调查数据，引入感知价值作为中间变量，考量社会化商务中顾客间互动对顾客品牌契合的影响。结果表明，社会化商务中顾客间互动与顾客品牌契合显著相关，功能价值、情感价值和社会价值在其中发挥中介作用，信任氛围能强化顾客间互动对顾客品牌契合的正向影响。鉴于此，社会化商务网站运营商需注重顾客间互动在品牌营销中的作用，帮助增强顾客间互动，提高顾客品牌契合。

The Impact of Customer-to-Customer Interaction on Customer Brand Engagement in Social Commerce

Based on S-O-R theory and perceived value theory, according to the questionnaire data of social commerce websites, this paper introduced perceived value as an intermediate variable to empirically examine the impact of customer-to-customer interaction on customer brand engagement in social commerce. The results show that customer-to-customer interaction is significantly related to customer brand engagement, in which functional value, emotional value and social value play an intermediary role. Trusted atmosphere strengthens the positive influence of customer-to-customer interaction on customer brand engagement. In view of this, social commerce website operators need to focus on the role of customer-to-customer interaction in brand marketing, helping to enhance customer-to-customer interaction and improve customer brand engagement.