随着信息技术的普及,通过虚拟品牌社区进行营销的方式已经被越来越多的企业所青睐,成为企业进行新产品开发和宣传的绝佳场域,如何激发成员在虚拟品牌社区中的高度融入是一个有实践意义的命题.通过构建一个有调节的中介模型,可考察虚拟社区感影响消费者融入的具体作用机制.立足于从小米社区用户获得的267份有效问卷,构建中介数学模型进行分析,结果表明,虚拟品牌社区中虚拟社区感对承诺和消费者融入有着差异化的影响,情感承诺对消费者融入有正向影响,算计承诺对消费者融入的影响不显著.同时,只有情感承诺在成员感/沉浸感对消费者融入影响关系中呈显著的中介效应,且这一中介效应受到社区认同的正向显著调节.然而,社区认同负向调节成员感/沉浸感和消费者融入的关系.从实践上来说,企业可通过培养社区成员的虚拟社区感和承诺机制来激发其融入水平.此外,企业还可针对不同消费者采取差异化的营销策略,促进虚拟品牌社区的良好发展.%With the access to information technology,marketing through virtual brand communities has been favored by more and more companies and has become an excellent field for companies to develop new products and promote their products. However,how to stimulate the high integration of members in the virtual brand community has become a huge practical proposition. The influencing mechanism between sense of virtual community and customer engagement is analyzed after taking commitment as the mediation variable and occupational community identification as the moderating variable. The analysis was conducted through 267 valid questionnaires obtained from users of MI community. The results show that in the virtual brand communities,sense of virtual community has different impacts on commitment and customer engagement,affective commitment has a positive impact on customer engagement while calculative commitment hasn't significant impact on customer engagement. At the same time,only the affective commitment has a significant mediating effect on the influence of membership/immersion on customer engagement and this mediating effect is positively and significantly moderated by community identification. However, community identification negatively moderates the relationship of membership/immersion and consumer engagement. In practical terms,companies can stimulate their engagement level by cultivating community members' sense of virtual community and commitment mechanisms. In addition,companies should adopt different marketing strategies for different consumers in order to promote the good development of virtual brand communities.
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