旅游企业虚拟品牌社群网络社会支持对顾客保留的影响研究
DOI:
https://doi.org/10.6938/iie.070419Abstract
社群营销已成为旅游企业获取顾客、保留顾客、维系顾客关系的重要数字渠道，然而在实际运营中大多旅游企业品牌社群，无法高效激活用户，用户活跃及留存率低。基于承诺-信任理论，本文引入旅游企业虚拟品牌社群网络社会支持、信任、社群承诺三个变量，通过实证分析，探讨旅游企业虚拟品牌社群顾客保留机制。研究发现，信息支持和情感支持虽然对顾客保留无直接显著影响，但显著正向影响社群信任和成员信任。在顾客保留过程中，社群信任在信息支持到顾客保留的关系中起完全中介作用，而在情感支持到顾客保留的关系中，社群信任、成员信任及其链式中介作用均显著。
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