| 社会化商务中顾客间互动对顾客品牌契合的影响 |
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| 引用本文：张 静1,2，马跃如1，黄 尧1.社会化商务中顾客间互动对顾客品牌契合的影响[J].财经理论与实践,2022,(5):138-145 |
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| 中文摘要: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。 |
| 中文关键词:社会化商务 顾客间互动 感知价值 信任氛围 顾客品牌契合 |
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| The Impact of Customer-to-Customer Interaction on Customer Brand Engagement in Social Commerce |
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| Abstract: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. |
| keywords:social commerce customer-to-customer interaction perceived value trust atmosphere customer brand engagement |
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