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首页> 外文会议>2017 3rd International Conference on Information Management >The impact of service innovation of online brand community on community satisfaction: Experience value as mediator
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The impact of service innovation of online brand community on community satisfaction: Experience value as mediator

机译：在线品牌社区服务创新对社区满意度的影响：作为中介者的体验价值

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摘要

With the development of Internet and information technology, the virtual brand community can be regarded as a communication means of relationship marketing. Through the network virtual brand community can overcome the limitations of time and space, develop the potential value, and today it has now become an important marketing tool. In order to cope with the homogenization of service content, as well as the satisfaction decline according to the rapid increase of community members, service innovation of community is necessary. This paper takes the virtual brand community as the research object, and discusses the influence of the service innovation on the satisfaction of the community members. In order to explain the influence of service innovation on community members, this article introduces the customer experience value as a mediator variable, and constructs the concept model of service innovation on community satisfaction, which may provide help for brand building of enterprises.
机译：随着互联网和信息技术的发展，虚拟品牌社区可以被视为关系营销的一种交流手段。通过网络，虚拟品牌社区可以克服时间和空间的限制，开发潜在价值，如今它已成为重要的营销工具。为了应对服务内容的同质化以及随着社区成员的快速增加而导致的满意度下降，社区的服务创新是必要的。本文以虚拟品牌社区为研究对象，探讨了服务创新对社区成员满意度的影响。为了解释服务创新对社区成员的影响，本文介绍了顾客体验价值作为中介变量，构建了服务创新对社区满意度的概念模型，为企业品牌建设提供了帮助。

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