基于在线品牌社区的社会影响对顾客参与活跃度的作用研究

ompared with previous studies which primarily focus on the user's psychological motivation and technical environment factors, this paper, from the perspective of customer relationship network, analyzes how customer participation activity in the online brand community is affected by this customer's friends. First of all, based on Burt's social influence theory, this paper explores the impact of two kinds of social influence effects: cohesion and structural equivalence on customer participation activity, and puts forward the research hypothesis. Secondly, through collecting the panel data of every customer's friend list and interactive record, we use two-regime network effects model with autocorrelation to test the hypotheses. The results show that cohesion and structural equivalence have positive effects on the activity of customer participation, and the results provide some reference value for online brand community management.