关键词: 虚拟社区体验, 顾客体验, 顾客态度, 品牌社区, 互惠战略模式

Abstract: With the development of the virtual product community and the brand community, how to use social media platforms to bring positive experiences to customers has become an important issue which major enterprises have to face. This paper has, by summarizing the previous researches, selected the 26 indicators in the virtual community experiences from the perspective of the customer experience and the social media and conducted the factor analysis to such indicators, deducing such four dimensions as the utilitarian experience, hedonic experience, social experience and available experience. Similarly, the paper has also summarized the dimension of the customer attitude and selected 29 indicators and deducted them to such three dimensions as the attitudes of customers to products, brands and enterprises by analyzing such factors. Finally, three regression models were established by taking the virtual community experience dimension as the independent variables and the attitudes of the customer as the dependent variable, to explain the influencing mechanism of the virtual community experience to the attitudes of the customers, to enrich the research results of the customer experience theory, and to provide relevant scholars with valuable guidance of theory and practice. Meanwhile, the development pattern of the four dimensions reciprocal strategy helps companies to manage the customer relations and develop the brand strategy and the corporate development strategy, providing relevant scholars with valuable guidance of theory and practice.

Key words: virtual community experiences, consumer experiences, customer attitudes, brand community, reciprocal strategic pattern