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首页> 外文期刊>International Journal of Internet Marketing and Advertising >The effect of website usage and virtual community participation on brand relationships
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The effect of website usage and virtual community participation on brand relationships

机译：网站使用和虚拟社区参与对品牌关系的影响

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The purpose of this study is to explore the impact of website visits and virtual community participation on the development of brand relationships. Building on the literature on relationship marketing, we model brand trust as a mediator and brand loyalty and Word-of-Mouth (WOM) as the final outcomes in our research model. The hypotheses are tested with structural equation modelling on four independent datasets collected from the consumer magazine industry. The results are identical in all four datasets: Both the frequency of website visits and the time spent on the website per visit strengthen brand trust and consequently also brand loyalty and WOM. However, neither posting nor lurking on the virtual community has an effect on brand trust. All in all, the results provide support for the mediating role of brand trust between consumer-brand online interactions and brand loyalty and WOM. The study contributes to the existing literature on relationship marketing by showing that consumer-initiated online interactions also support the development of the brand relationship.
机译：这项研究的目的是探讨网站访问和虚拟社区参与对品牌关系发展的影响。在有关关系营销的文献的基础上，我们将品牌信任建模为中介，将品牌忠诚度和口碑（WOM）作为我们研究模型的最终结果。在从消费者杂志行业收集的四个独立数据集上，使用结构方程模型对假设进行了检验。在所有四个数据集中结果都是相同的：网站访问的频率和每次访问在网站上花费的时间都增强了品牌信任度，因此也增强了品牌忠诚度和WOM。但是，在虚拟社区上发布或潜伏在虚拟社区上都不会影响品牌信任度。总而言之，结果为消费者品牌在线互动与品牌忠诚度和WOM之间品牌信任的中介作用提供了支持。这项研究通过显示消费者发起的在线互动也支持品牌关系的发展，为有关关系营销的现有文献做出了贡献。

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