家具品牌在线社群互动对品牌忠诚的影响研究

基于回归分析法,实证检验在线品牌社群的信息互动、人际互动及人机互动对顾客品牌忠诚的影响,并探讨社群氛围在社群互动与顾客品牌忠诚度之间的调节作用。结果表明:信息互动、人际互动和人机互动对品牌忠诚均有显著影响,其中信息互动对顾客的品牌忠诚度影响程度最大;社群氛围的支持性氛围正向调节信息互动与品牌忠诚之间的关系,负向调节人际互动、人机互动和品牌忠诚之间的关系;控制性氛围负向调节人际互动和品牌忠诚之间的关系。因此,为提升营销绩效提出家具品牌社群管理者应提升在线品牌社群互动质量以及营造良好的社群氛围等对策和建议。

Research on the Influence of the Online Community Interaction of Furniture Brands on Brand Loyalty

⑴Background——With the rapid development of e-commerce media,the traditional furniture industry has developed the network marketing mode to meet the needs of consumers.And if the online brand community could promote the brand loyalty still needs further research.⑵Methods——With the assistance of the Melaleuca furniture brand community administrator,441 questionnaire data on 24 structural questions were obtained from members of the community through online questionnaire surveys.The influence of independent variables(information interaction,interpersonal interaction and human-computer interaction)on dependent variables(brand loyalty)and the moderating effect of community atmosphere are tested by multiple linear regression analysis.⑶Results——The results of reliability and validity tests show that the Cronbach probability coefficient of each variable are greater than 0.800,indicating that the questionnaire data has high consistency and stability.The factor load values of the scale are all greater than 0.500,which shows that the scale has good structural validity.To examine the effects of model fitting index:chi-square value=551.952,degree of freedom=237,RMSEA=0.055,CFI=0.955,NFI=0.924,RFI=0.904,are higher than the requirements of the minimum standard value,specification model fitting is good.The combination of questionnaire each variable reliability are all above 0.8,the quality of the system AVE values were greater than 0.500,shows that the questionnaire data of convergent validity.The results of the regression analysis show that the regression equation shows that the influence of each variable on the dependent variable has a positive influence,and the information interaction has the largest influence on brand loyalty,followed by the interpersonal interaction,and the human-computer interaction has the weakest influence on brand loyalty.In addition,through the test results of the moderating variables,it is found that the supportive atmosphere had all the moderating effects.However,the moderating effects of interpersonal interaction and human-computer interaction on brand loyalty were contrary to the hypothesis.The controlling atmosphere only moderated the effects of interpersonal interaction on brand loyalty.⑷Conclusions and Discussions——In the process of furniture brand community interaction,information interaction has the greatest influence on consumers'brand loyalty,followed by interpersonal interaction and human-computer interaction.In addition,the supportive atmosphere plays a positive role in the influence of information interaction on brand loyalty,which is consistent with the hypothesis.However,the negative regulation of interpersonal interaction and human-computer interaction on brand loyalty may be due to the fact that consumers pay more attention to the interaction process of civilized communication.Furthermore,the controlling atmosphere plays a positive regulating role in the influence of interpersonal interaction on brand loyalty,which is contrary to the hypothesis.This may be because consumers hope community managers can control the communication environment during interpersonal communication,and at the same time,they support consumers to have more free communication space.Finally,furniture enterprises should constantly improve the quality of online brand community interaction and create a good community environment to constantly enhance customer loyalty and enhance competitiveness.