品牌是企业的生命所在，灵魂所系，同时消费者对品牌有越来越多的情感需 求，市场逐步进入消费者与企业互动关系更为紧密的“情感”与“关系” 营销时 代，企业品牌关系管理至关重要。而品牌依恋能解释消费者和品牌之间的情感纽 带关系，并反映这种关系的质量。通信技术和社交媒体的快速发展，使得越来越 多的企业 选择将虚拟品牌社群作为有效提升消费者品牌依恋的重要工具。体验经 济时代下，消费者参与虚拟品牌社群所获体验的好坏将直接影响其与品牌之间的 关系，进而影响品牌依恋 的水平。但大多数企业虚拟品牌社群建设流于形式，成 员留存力低，在品牌资产获取中未能实现其真正的价值。 虚拟品牌社群作为一种新兴有效且成本低的品牌推广方式，国内 对其与品牌 依恋等变量的研究开展较晚，相关理论研究贫乏，企业缺乏理论指导。基于此本 文以体验为视角，聚焦虚拟品牌社群，结合 SOR 模型，探究消费者品牌依恋是 否受 到虚拟品牌社群体验的影响，以及中介变量社群认同与调节变量社群成员参 与度的影响作用，为企业提升虚拟品牌社群体验，提升品牌依恋水平提供理论指 导意义。本文结合问 卷调查法进行实证分析，共回收有虚拟品牌社群体验的 282 份和无虚拟品牌社群体验的 53 份问卷，并对收集到的数据进行相关分析与回归 分析。研究结果表明，虚拟品牌社群 体验对品牌依恋具有显著的正影响作用，且 虚拟品牌社群体验对社群认同有显著的正影响作用，社群认同对品牌依恋具有显 著的正影响作用，社群认同起部分中介效用，社群参 与度对变量两两间的关系起 调节作用。依据结论，为完善企业虚拟品牌社群建设，优化管理，逐步增强社群 成员的社群认同感，进一步培育和加深消费者品牌依恋的程度，进而 提升品牌关 系管理提出有针对性的对策建议。包括：加大宣传力度，提高虚拟品牌社群的影 响力；通过改善虚拟品牌社群信息获取、文娱享乐、社交互动体验完善其建设； 加强 虚拟品牌社群的文化建设，充分利用虚拟品牌社群引导消费者积极参与价值 创造，逐步增强社群成员的社群认同感。 关键词：虚拟品牌社群体验，品牌依恋，社群认同，社群参 与度，SOR 模型Abstract Brand is the life and soul of an enterprise，and consumers have more and more emotional needs for the brand. The market has gradually entered the era of "emotion" and "relationship" marketing with closer interaction between consumers and enterprises. Brand relationship management is very important. Brand attachment can explain the emotional bond between the consumer and the brand and reflect the quality of the relationship. The rapid development of communication technology and social media has made more and more companies choose to use the virtual brand community as an important tool to effectively enhance consumer brand attachment. In the era of experience economy, the quality of consumers' experience in the virtual brand community will directly affect the relationship between them and the brand, and then affect the level of brand attachment. However, most enterprises' virtual brand community construction is a mere form with low retention of members, which fails to realize its real value in the acquisition of brand equity. As a new and effective and low-cost brand promotion method, research on the virtual brand community and brand attachment have carried out late in China. The relevant theoretical research is poor, and companies lack theoretical guidance. Based on the experience perspective, this paper focuses on the virtual brand community, combined with the SOR model, to explore whether the consumer brand attachment is affected by the virtual brand community experience, as well as the influence of the intermediary variable community acceptance and the regulating variable Community participation, so as to provide theoretical guidance for enterprises to improve the virtual brand community experience and the level of brand attachment. This paper makes an empirical analysis with the method of questionnaire, and collected 282 questionnaires with virtual brand community experience and 53 questionnaires without virtual brand community experience, and analyzed by correlation analysis and regression analysis. The research results show that the virtual brand community experience has a significant positive effect on brand attachment, and the virtual brandcommunity experience has a significant positive effect on community acceptance, and community acceptance has a significant positive effect on brand attachment. Community acceptance plays a part of mediating role, and community participation moderates the relationship between variables. According to the conclusion, in order to improve the construction of virtual brand community, optimize the management, gradually enhance the community acceptance of community members, further cultivate and deepen the degree of consumer brand attachment, and then improve the brand relationship management, put forward targeted suggestions and countermeasures. Including: increasing publicity to improve the influence of the virtual brand community; through improving the virtual brand community information access, entertainment, social interaction experience to improve its construction; strengthening the cultural construction of the virtual brand community, making full use of the virtual brand community to guide consumers to actively participate in value creation, and gradually enhancing the community identity of community members. Key words：Virtual Brand Community Experience, Brand Attachment, community acceptance, Community participation, Stimulus-Organism-Response model目录 1 绪 论............................................................................................................................1 1.1 选题背 景..........................................................................................................1 1.2 国内外研究现 状..............................................................................................3 1.2.1 虚拟品牌社群的研究现 状....................................................................3 1.2.2 虚拟品牌社群体验的研究现 状............................................................5 1.2.3 品牌依恋研究现 状................................................................................6 1.2.4 文献述 评................................................................................................9 1.3 研究目的与研究意 义....................................................................................10 1.3.1 研究目 的..............................................................................................10 1.3.2 研究意 义..............................................................................................10 1.4 研究内容与方 法............................................................................................ 11 1.4.1 研究内 容.............................................................................................. 11 1.4.2 研究方 法..............................................................................................12 1.4.3 技术路 线..............................................................................................12 1.5 本文的创新 点................................................................................................13 2 相关概念与理论基 础..............................................................................................15 2.1 相关概 念........................................................................................................15 2.1.1 虚拟品牌社 群......................................................................................15 2.1.2 体 验......................................................................................................16 2.1.3 社群认 同..............................................................................................17 2.1.4 品牌依 恋..............................................................................................17 2.2 理论基 础........................................................................................................18 2.2.1 社会交换理 论......................................................................................18 2.2.2 社会认同理 论................................