Abstract: With the advance of Web 2.0 era, a variety of social applications including networking sites have received popularization and application among people, and have created a huge commercial values. Using the relational social capital as the mediating variable, this paper explores the function of social interaction and para-social interaction on the individual level in virtual brand community in improving the relationship quality between consumers and brand. The results are as follows: social interaction among consumers and para-social interaction between consumers and brand in virtual brand community have positive impact on brand relationship quality and relational social capital; relational social capital has a positive impact on brand relationship quality; relational social capital plays a partial mediating role between social interaction and brand relationship quality, and it also plays a partial mediating role between para-social interaction and brand relationship quality. These findings have certain theoretical and practical significance for enterprises to make community marketing.

Key words: Social Interaction, Para-Social Interaction, Relational Social Capital, Brand Relationship Quality, Virtual Brand Community

摘要： 随着Web 2.0时代的到来,各种社交应用得到迅速的推广应用,并创造了巨大的商业价值。本文以关系社会资本为中介变量,探索虚拟品牌社区中个体层面的社会互动在改善品牌关系质量中的作用及其机理。实证研究发现:在虚拟品牌社群中,消费者之间的社会人际互动及消费者与品牌间的类社会互动显著正向影响品牌关系质量和消费者的关系社会资本;消费者的关系社会资本显著正向影响品牌关系质量;消费者的关系社会资本在社会人际互动及类社会互动对品牌关系质量的影响中起部分中介作用。研究结果对企业利用互联网进行社群营销具有一定的理论意义和实践指导意义。

关键词: 社会人际互动, 类社会互动, 关系社会资本, 品牌关系质量, 虚拟品牌社群