Building Brand Community Relationships on Facebook Fan Pages: The Role of Perceived Interactivity

摘要

Based on the stimulus-organism-response model, this research proposes a model that illustrates the effect of perceived interactivity on brand community members' attitudes toward the site and brand community relationships. This research recruited 425 Facebook Fan Page (FBFP) users for a survey study, and structural equation modeling was used to test the research hypotheses. The results show that perceived interactivity (i.e., perceived control, perceived responsiveness, and perceived communication) positively influences users' attitudes toward using an FBFP, which subsequently positively influences customer-brand, customer-product, customer-company, and customer-other customer relationships. This research advances the literature on virtual communities and brand communities by demonstrating how perceived interactivity affects users' attitudes toward FBFPs and the impact of users' attitudes toward FBFPs on brand community relationships. The findings provide managerial implications in regard to interacting with members and building brand community relationships.