Research on Consumer Online Brand Community Engagement： Antecedents，Moderation and Outcomes

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责任编辑：方程

（Business School，University of Shanghai for Science and Technology，Shanghai 200093，China）

Abstract：With the rapid development of the Internet，more and more companies have established online brand communities to maintain consumer- brand relationships. How to attract more consumers to engage in online communities and expand brand influence is a realistic problem for company to face. Based on social exchange theory and 576 effective questionnaires，the author proposes a conceptual model depicting the driving role of online brand community perceived benefits (experience and selfesteem) and corporate community relationship investment in consumer community engagement，and the moderating role of brand ownership among it；besides，the author focuses the outcomes of consumer online brand community engagement on brand community commitment and brand loyalty. The author conducts an empirical analysis of the structural equation model on the research data collected from the questionnaire survey of four mobile phone brand communities. The research results show that： consumer online brand community experience and self- esteem are positively correlated with their community engagement； consumer online brand community engagement is positively correlated with community commitment and brand loyalty；consumer online brand community commitment is positively correlated with brand loyalty；consumer community commitment mediates the relationship between brand community engagement and brand loyalty；and brand ownership mediates the relationship between online brand community experience，self- esteem，corporate community relationship investment and consumer online brand community engagement. Corporate managers should，first，formulate strategies that can be used to stimulate community members ’experience and self-esteem，establish the consumer feedback mechanism，regularly evaluate，praise，give support，approve， and reward community members’contribution to brand community，strategically take advantage of resources that can be used as corporate community relationship investment to improve consumers’engagement；second，they should pay more attention to community commitment to own more consumers with brand loyalty；and third，they should pay more attention to the role of brand owners，and formulate different brand community engagement strategies for non-brand owners and brand owners.

Key words：online brand community；consumer engagement；relationship investment；brand community commitment；