用户自生成内容质量能影响顾客品牌契合吗？ ——基于虚拟品牌社群的研究

张  静1; 2; 马跃如1; 蒋珊珊1

用户自生成内容质量能影响顾客品牌契合吗？ ——基于虚拟品牌社群的研究

引用本文：张静1，2，马跃如1，蒋珊珊1.用户自生成内容质量能影响顾客品牌契合吗？ ——基于虚拟品牌社群的研究[J].财经理论与实践,2021,(3):132-139

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作者	单位
张静1，2，马跃如1，蒋珊珊1	(1.中南大学商学院，湖南长沙 410083；2.中南林业科技大学国际学院，湖南长沙 410004）

中文摘要:基于小米社群的问卷调查数据，引入感知价值作为中间变量，实证考量虚拟品牌社群中用户自生成内容质量对顾客品牌契合的影响。结果显示，虚拟品牌社群中用户自生成内容质量对感知价值和顾客品牌契合具有差异化影响，情感价值和社会价值对顾客品牌契合具有正向影响，功能价值对顾客品牌契合的影响不显著。同时，情感价值和社会价值在用户自生成内容质量和顾客品牌契合关系中发挥显著的中介效应。

中文关键词:虚拟品牌社群用户自生成内容质量感知价值顾客品牌契合

Can User Generated Content Quality Affect Customer Brand Engagement? ——Research on Virtual Brand Community

Abstract:Based on the survey data of Xiaomi community, this paper introduces perceived value as an intermediate variable to empirically consider the impact of user generated content quality on customer brand management in virtual brand community. The results show that the user generated content quality has a differential impact on perceived value and customer brand engagement, emotional value and social value have a positive impact on customer brand engagement, and functional value has no significant impact on customer brand engagement. At the same time, emotional value and social value play a significant mediating role in the relationship between user generated content quality and customer brand engagement.

keywords:virtual brand community user generated content quality perceived value customer brand engagement

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