Cao Yao, Zhou Zhimin, Majeed Salman
Department of Marketing, College of Management, Shenzhen University, Shenzhen, China.
Faculty of Humanities, Curtin University, Perth, WA, Australia.
Front Psychol. 2021 Aug 17;12:706889. doi: 10.3389/fpsyg.2021.706889. eCollection 2021.
This study examines the impacts of the online brand community (OBC) climate on customer interaction and customer inspiration, which are yet under-explored in the extant literature. The data were collected online from the Chinese respondents ( = 504) to analyze the proposed constructs of the study. Findings show that supportive OBC climate and controlled OBC climate are positively related to customer interaction (including information interaction and social interaction) and exert a significant and positive impact on customer inspiration. A mediating impact of customer interaction is found on the relationship between OBC climate and customer inspiration. This study unravels the importance and mechanism of customer-brand relationships in the online environment and illuminates pathways for marketers and policymakers to positively influence customer inspiration for business promotion. This study updates existing literature boxes of consumer behavior and marketing in the context of online customer-brand relationships. Limitations and future research directions are noted.
本研究考察了在线品牌社区（OBC）氛围对顾客互动和顾客灵感的影响，而这在现有文献中尚未得到充分探讨。数据通过在线方式从中国受访者（n = 504）中收集，以分析本研究提出的构念。研究结果表明，支持性的OBC氛围和控制性的OBC氛围与顾客互动（包括信息互动和社交互动）呈正相关，并对顾客灵感产生显著的积极影响。研究发现顾客互动在OBC氛围与顾客灵感的关系中起中介作用。本研究揭示了在线环境中顾客-品牌关系的重要性和机制，并为营销人员和政策制定者积极影响顾客灵感以促进业务发展指明了途径。本研究更新了在线顾客-品牌关系背景下消费者行为和营销的现有文献。同时指出了研究的局限性和未来研究方向。
