虚拟支持社区中品牌信息支持所提供的信息价值对购买意愿的影响——以感知到的信息支持为中介

The Impact of the Information Value Provided by Brand Information Support in Virtual Support Communities on Purchase Intention—The Mediating Role of Perceived Information Support

摘要: 在以往的品牌社区中，人们通常因某个共同喜爱的品牌而参与这类社区的活动，与品牌的联系通常在社区形成之前。而本文则是考虑品牌如何进入已经形成的虚拟支持社区，在一个所有人都为某个共同的目标而努力的小组中提供支持，以此来获得口碑和为品牌创造价值。本文招募Facebook睡前拖延小组成员，进行一个阶段的干预实验，探讨品牌进入虚拟支持社区为想要实现某个目标的群体提供信息上的支持以此来提供信息价值，是否能够提高个体感知到的信息支持，并进而增加对产品的购买意愿。此外，研究还将探讨不同品牌类型对该方式的效果是否有影响。

Abstract: In traditional brand communities, people typically engage in activities within these communities because of a shared admiration for a particular brand, with the connection to the brand usually forming before the community itself. This study, however, explores how a brand can integrate into an already established virtual support community and provide support to a group united by a common goal, thereby gaining word-of-mouth and creating value for the brand. This article recruits members of the Facebook Bedtime Procrastination Group to conduct a stage intervention experiment, exploring whether brands entering virtual support communities can provide information support to groups who want to achieve a certain goal in order to provide information value, and whether it can increase individuals’ perceived information support and thus increase their willingness to purchase products. Additionally, the study will examine whether the effectiveness of this approach varies with different types of brands.