ABSTRACT 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.

中文翻译：

---

在 Facebook 粉丝页面上建立品牌社区关系：感知交互的作用

摘要 基于刺激-有机体-反应模型，本研究提出了一个模型，该模型说明了感知交互性对品牌社区成员对网站和品牌社区关系的态度的影响。该研究招募了 425 名 Facebook 粉丝页面 (FBFP) 用户进行调查研究，并使用结构方程模型来测试研究假设。结果表明，感知交互性（即感知控制、感知响应和感知通信）对用户使用 FBFP 的态度产生积极影响，进而对客户-品牌、客户-产品、客户-公司和客户-其他客户产生积极影响关系。本研究通过展示感知交互性如何影响用户对 FBFP 的态度以及用户对 FBFP 的态度对品牌社区关系的影响，推进了关于虚拟社区和品牌社区的文献。研究结果为与会员互动和建立品牌社区关系提供了管理启示。