ABSTRACT

Despite recognizing the importance of virtual brand community (VBC) and the existence of different types of electronic word-of-mouth (eWOM) behaviors (e.g., opinion giving, opinion passing and opinion seeking), the existing literature remains inadequate regarding the influences of VBC experiences and identification on eWOM. This study, incorporating stimulus–organism–response theory and related research, examines the influences of various VBC experiences (e.g., intellectual, sensory, entertainment, interactive, affective, and relational experiences) on the different types of eWOM behaviors, mediated via two different types of identification (i.e., brand identification and community identification). Data are collected using an online survey and analyzed using structural equation modeling. Results show that VBC experiences (with the exception of interactive experience) have a significant impact on brand identification and community identification. Moreover, community identification and brand identification distinctively affect the different types of eWOM behaviors. Theoretical and practical implications, limitations, and future research directions are discussed.

摘要

尽管认识到虚拟品牌社区 (VBC) 的重要性以及不同类型的电子口碑 (eWOM) 行为（例如，发表意见、传递意见和寻求意见）的存在，但现有文献对于VBC 在 eWOM 上的经验和识别。本研究结合刺激-有机体-反应理论和相关研究，考察了各种 VBC 体验（例如，智力、感官、娱乐、互动、情感和关系体验）对不同类型的 eWOM 行为的影响，通过两种不同的方式介导识别类型（即品牌识别和社区识别）。使用在线调查收集数据并使用结构方程模型进行分析。结果表明，VBC 体验（交互体验除外）对品牌识别和社区识别有显着影响。此外，社区识别和品牌识别对不同类型的 eWOM 行为有不同的影响。讨论了理论和实践意义、局限性和未来的研究方向。