Based on a questionnaire survey of 509 community members,this study empirically examines the impacts and mechanisms of customer engagement in enterprise sponsored brand co-creation and autonomous brand co-creation on brand commitment in virtual brand community.The results show that both customer engagement in enterprise sponsored brand co-creation and autonomous brand co-creation have positive effects on brand commitment,but their mechanism are different;customer engagement in enterprise sponsored brand co-creation has positive impact on brand commitment through the partial mediating effect of brand experience,and customer engagement in autonomous brand co-creation has positive impact on brand commitment through the fully mediating effect of brand experience;there are differences in the mediating effects of different dimensions of brand experience,i.e.,the mediating effect of relational experience exhibits the most significant impact of customer engagement in enterprise sponsored brand co-creation and customer autonomous brand co-creation on brand commitment,followed by affective experience,sensory experience and cognitive experience.%基于对509名社区成员的问卷调查,实证检验了虚拟品牌社区顾客参与企业发起的品牌共创与自发的品牌共创对品牌承诺的影响,并探讨了品牌体验在二者关系间的中介作用及各维度间的差异性.研究表明:顾客参与企业发起的品牌共创和自发的品牌共创均正向影响顾客品牌承诺,但其作用机制存在差异;顾客参与企业发起的品牌共创通过品牌体验的部分中介作用影响品牌承诺;而顾客参与自发的品牌共创通过品牌体验的完全中介作用影响品牌承诺;各维度品牌体验的中介作用大小存在差异性,关联体验在顾客参与企业发起的品牌共创和自发的品牌共创对品牌承诺的影响中,中介作用都最为显著,其次是情感体验、感官体验和思考体验.
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