虚拟品牌社区的出现，为消费者与企业、消费者与消费者之间的沟通提供了 便利，但同时也削弱了社区成员之间直接接触的真实感，增加了沟通的距离感。 因此成员很难与虚拟品牌社区建立长久稳定的关系。社区成员的参与一直是学者 和社区管理者的关注焦点，吸引成员的持续参与已成为虚拟品牌社区存续和发展 的重要目标。 本研究在回顾前人对虚拟社区参与、社会临场感、品牌社区认同和制度信任 研究的基础上，基于社会临场感和社会认同理论，借鉴认知心理学“认知——情 感——反应”模型提出本文的概念模型和研究假设。模型包括了社会临场感、品 牌社区认同与成员持续参与意愿之间的关系以及其中的作用机制，并引入制度信 任作为调节变量，以研究制度信任对品牌社区认同与持续参与意愿关系的调节作 用，以及对品牌社区认同中介过程的调节作用。 本研究通过参考国内外已有的成熟量表来构建调查问卷，根据预调研结果对 问卷题项进行了修改和删减，采用线上和线下发放问卷的形式，对有虚拟品牌社 区参与经验的成员发放问卷，有效回收599份问卷。采用实证研究方法验证模型 与假设。对收集的数据运用SPSS22.0软件进行模型检验。 研究发现：社会临场感对成员持续参与意愿具有正向影响；品牌社区认同的 两个维度（社群认同和品牌认同）均部分中介社会临场感与成员持续参与意愿之 间的关系，其中品牌认同的中介效应略大于社群认同的中介效应；制度信任的两 个维度（监控性和安全性）均能正向调节品牌社区认同与持续参与意愿之间的关 系，且对社群认同与持续参与意愿关系的调节，相较于对品牌认同与持续参与意 愿关系的调节更加显著；制度信任对“社会临场感——品牌社区认同——持续参 与意愿”的路径具有正向调节作用，即存在被调节的中介效应。 本研究通过对实证研究结果的讨论，揭示了虚拟品牌社区社会临场感对成员 虚拟品牌社区社会临场感对成员持续参与意愿的影响研究 II 持续参与意愿的作用机制，对虚拟品牌社区成员社会临场感、品牌社区认同等理 论研究进行了补充，也为虚拟品牌社区建设和管理者吸引成员持续参与社区提供 有益启示。 关键词：虚拟品牌社区，社会临场感，持续参与意愿，品牌社区认同，制度 信任 江苏大学硕士学位论文 III Abstract The emergence of the virtual brand community facilitates the communication between consumers and enterprises, and between consumers and consumers. It also weakens the sense of reality of direct contact between community members and increases the sense of distance of communication. Therefore, it is difficult for members to build a long-term and stable relationship with the virtual brand community. The participation of members has always been the focus of scholars and community managers. Attracting members' continuous participation has become an important goal for the survival and development of the virtual brand community. Based on the review of previous studies on virtual community participation, social presence, brand community identity, and institutional trust, this study proposes the conceptual model and research hypothesis based on the theory of social presence and social identity, and refers to the “cognitive-emotion-response” model from cognitive psychology. The model includes the relationship between social presence, brand community identity and members' continued participate intention, and the mechanism of action. It also introduces institutional trust as a moderator to study the moderating effect of institutional trust on the relationship between brand community identity and continuous participation intention, as well as the mediating process of brand community identity. In this study, the questionnaire was constructed by referring to existing mature scales at home and abroad. On the basis of the preliminary survey, the questionnaire items were modified and deleted. Through online and offline questionnaires, questionnaires were distributed to members with experience of participating in the virtual brand community, and 599 questionnaires were effectively recovered. The empirical research method was used to verify the model and hypothesis. The collected data was modeled using SPSS22.0 software. It is found that social presence has a positive effect on members’ continued 虚拟品牌社区社会临场感对成员持续参与意愿的影响研究 IV participate intention; The two dimensions of brand community identity (community identity and brand identity) both partially mediate the relationship between social presence and members’ continued participate intention. The mediating effect of brand identity is slightly greater than that of community identity; Both the two dimensions of institutional trust (monitoring and safety) can positively regulate the relationship between brand community identity and continued participate intention, and the relationship between community identity and continued participate intention is more significant than that between brand identity and continued participate intention; Institutional trust has a positive moderating effect on the path of “social presence— brand community identity—continued participate intention”, that is, there is a moderated mediation effect. Through discussion of empirical research results, this research reveals the mechanism of social presence on the members' continued participate intention, supplements the theoretical research on social presence and brand community identity, and also provides useful enlightenment for the manager of virtual brand community to attract members' continuous participation. Keywords: virtual brand community, social presence, continued participate intention, brand community identity, institutional trust 江苏大学硕士学位论文 V 目录 第1章 绪论 ............................................................................................................ 1 1.1 研究背景与问题的提出 ............................................................................. 1 1.2 研究目的及意义 ........................................................................................ 3 1.2.1 研究目的 ......................................................................................... 3 1.2.2 研究意义 ......................................................................................... 3 1.3 研究内容 .................................................................................................... 4 1.4 研究方法 .................................................................................................... 5 1.5 研究创新点 ................................................................................................ 6 第2章 文献综述 ..................................................................................................... 7 2.1 虚拟品牌社区的相关研究概述 ................................................................. 7 2.1.1 虚拟社区 ......................................................................................... 7 2.1.2 品牌社区 ......................................................................................... 8 2.1.3 虚拟品牌社区 .................................................................................. 9 2.2 成员持续参与意愿的相关研究概述 ......................................................... 11 2.2.1 持续参与意愿定义 ......................................................................... 11 2.2.2 持续参与意愿的影响因素 ............................................................. 11 2.3 社会临场感的相关研究概述 ................................................................... 13 2.3.1 社会临场感的定义 ........................................................................ 13 2.3.2 社会临场感的影响研究 ................................................................ 15 2.4 品牌社区认同的相关研究概述 ............................................................... 16 2.4.1 品牌社区认同的定义 .................................................................... 16 2.4.2 品牌社区认同的影响因素 ............................................................ 17 2.4.3 品牌社区认同的影响研究 ............................................................ 17 2.5 制度信任的相关研究概述 ....................................................................... 18 2.5.1 制度信任的定义 ............................................................................ 18 2.5.2 制度信任的调节作用 .................................................................... 18 2.6 文献评述 .....