摘要
为研究虚拟品牌社区绩效的提升问题,以层次回归的方法实证分析了社区顾客临场感、情绪刺激与心理相容性的关系。结果表明,空间临场感和社会临场感均显著正向影响心理相容性,且社会临场感对心理相容性的显著正向影响大于空间临场感,而情绪刺激在临场感(空间临场感和社会临场感)与心理相容性的关系中起正向调节作用,但此作用会因性别和年龄的区分有所不同。
In order to study the improvement of virtual brand community performance,the relationship among community customer presence,emotional stimuli and psychological compatibility is empirically analyzed by hierarchical regression method.The results show that both physical presence and social presence have significant positive effects on psychological compatibility,and social presence has more significant positive effects on psychological compatibility than physical presence.Emotional stimuli play a positive moderation effect in the relationship between presence(physical presence and social presence)and psychological compatibility,but this effect will vary because of gender and age.
作者
林艳
杨文
LIN Yan;YANG Wen(School of Business Administration, Lanzhou University of Finance and Economics, Lanzhou 730020,China;General Management Department, Information and Communication Corporation, State Grid Gansu Electric Power Company, Lanzhou 730050,China)
出处
《西安财经大学学报》
CSSCI
2020年第1期113-119,共7页
Journal of Xi’an University of Finance and Economics
基金
2018年甘肃省科技厅软科学项目“基于用户使用意愿和使用感知的甘肃省旅游APP开发对策研究”(18CXIZA022)
兰州财经大学专项科研经费资助项目(18CXIZA022)
关键词
虚拟品牌社区
临场感
心理相容性
情绪刺激
virtual brand community
presence
psychological compatibility
emotional stimuli
