This study investigates a multiple mediation model, in which the effects of social interaction among members of virtual travel communities operated by online travel agency brands on brand attachment are mediated by five dimensions of social well-being. Data were collected from 375 customers of virtual travel communities who had interacted with other customers in those communities online. Findings suggest that (1) the positive effects of online customer-to-customer social interaction (CCSI) on brand attachment are mediated by five social well-being dimensions, (2) CCSI is positively related to five social well-being dimensions and brand attachment, and (3) five social well-being dimensions have significant influences on brand attachment. This study provides empirical evidence of how online CCSI in virtual travel communities can improve customers’ social well-being and brand attachment.

这项研究调查了一种多重中介模型，其中由在线旅行社品牌运营的虚拟旅行社区成员之间的社交互动对品牌依恋的影响是通过社会福祉的五个维度来进行的。数据是从375个虚拟旅行社区的客户中收集的，这些客户已与这些社区中的其他客户在线进行了交互。研究结果表明：（1）在线客户对客户社交互动（CCSI）对品牌依恋的积极影响是由五个社会福祉维度介导的；（2）CCSI与五个社交福祉维度和品牌成正相关依恋，以及（3）五个社会福祉维度对品牌依恋有重大影响。