随着社交媒体的发展,品牌社区已成为企业缓解消费者厌腻和创造品牌价值的重要工具,然而目前对虚拟品牌社区参与如何影响消费者厌腻的研究尚不明确。本文探讨了产品互动、人际互动和社区互动对消费者厌腻的影响,并考虑了感知价值作为中介变量的作用。结果显示,产品互动和人际互动对感知价值有显著正向作用,社区互动则只正向影响了社会价值和娱乐价值;感知价值与消费者厌腻感显著负相关,表明提升感知价值能有效减少厌腻感。此外,中介效应检验证实,社区参与通过提升感知价值间接影响厌腻感。本研究为品牌管理和营销策略提供了新视角,强调了虚拟品牌社区在提升消费者体验和满意度方面的重要性。With the development of social media, brand communities have become an important tool for companies to mitigate consumer satiation and create brand value, yet there is a lack of clarity on how virtual brand community engagement affects consumer satiation. This paper explores the effects of product interaction, interpersonal interaction and community interaction on consumer satiation and considers the role of perceived value as a mediating variable. The results show that product interaction and interpersonal interaction have significant positive effects on perceived value, while community interaction only positively affects social value and entertainment value;perceived value is significantly negatively correlated with consumer satiation, suggesting that enhancing perceived value can effectively reduce satiation. In addition, the mediation effect test confirms that community involvement indirectly affects boredom by enhancing perceived value. This study provides new perspectives for brand management and marketing strategies, emphasizing the importance of virtual brand communities in enhancing consumer experience and satisfaction.
