The relationships among community experience, community commitment, brand attitude, and purchase intention in social media
作者：
Highlights：
• Community experience is an important driver of community commitment, of which social experience is more important.
• SNS brand community experience includes: information experience, entertainment experience, homophily experience, relationship-based experience.
• Enterprises should systematically integrate the related brand information into entertainment information and social information.
• SNS brand community commitment has a partial mediation effect on the relationship between SNS brand community experience and brand attitude.
• SNS brand community commitment can cultivate customers' positive brand attitude and promote their purchase intention. It should be noted that the formation of purchase intention depends on positive brand attitude.
摘要
•Community experience is an important driver of community commitment, of which social experience is more important.•SNS brand community experience includes: information experience, entertainment experience, homophily experience, relationship-based experience.•Enterprises should systematically integrate the related brand information into entertainment information and social information.•SNS brand community commitment has a partial mediation effect on the relationship between SNS brand community experience and brand attitude.•SNS brand community commitment can cultivate customers' positive brand attitude and promote their purchase intention. It should be noted that the formation of purchase intention depends on positive brand attitude.
论文关键词：SNS brand community,SNS brand community experience,Community commitment,Brand attitude,Purchase intention
论文评审过程：Received 12 October 2018, Revised 28 July 2019, Accepted 28 July 2019, Available online 12 September 2019, Version of Record 12 September 2019.
论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2019.07.018
