在线品牌社群氛围对消费者购买意向的影响

The Impact of Online Brand Community Atmosphere on Consumer Purchase Intention

摘要: 在线品牌社群是指基于互联网平台，将爱好该品牌的成员聚集在一起进行讨论交流、分享经验等的一种非正式组织。在线品牌社群已经成为品牌维护老客户、发展新客户的重要场所，社群氛围则是将消费者留在社群中不可缺少的一环。本研究基于SOR理论，探索了在线品牌社群氛围对消费者购买意向的影响。将在线品牌社群作为研究情境，以社群中的消费者作为研究对象，探讨在线品牌社群氛围、消费者感知价值与消费者购买意向之间的联系。研究发现：引导性氛围、控制性氛围和创新性氛围均对消费者的购买意向有显著影响；引导性氛围、控制性氛围和创新性氛围均对消费者的感知价值有显著影响；消费者感知价值在社群氛围与消费者购买意向之间起部分中介作用。研究丰富了社群氛围对消费者购买意向的探索，并以此为基础，为在线品牌社群管理提供了理论依据和对策建议。

Abstract: The online brand community is an informal organization based on internet platforms, bringing together members who share a common interest in a particular brand for discussion, communication, and experience sharing. It has become an important place for brand maintenance and the development of new customers, and the community atmosphere is an essential factor in keeping consumers engaged. This study, based on the stimulus-organism-response (SOR) theory, explores the impact of the online brand community atmosphere on consumers’ purchase intention. By using the online brand community as the research context and focusing on consumers within the community, the study examines the relationship between the community atmosphere, perceived value, and consumers’ purchase intention. The research findings reveal that the directive atmosphere, control atmosphere, and innovative atmosphere all have a significant influence on consumers’ purchase intention. Moreover, these atmospheres also significantly affect consumers’ perceived value. Perceived value partially mediates the relationship between the community atmosphere and consumers’ purchase intention. This research enriches the exploration of the impact of community atmosphere on consumers’ purchase intention and provides theoretical basis and practical suggestions for online brand community management.