服装品牌社群是企业与消费者之间重要的沟通媒介,而良好的社群体验则是服装品牌提高消费者重复购买意愿的重要抓手。研究依托S-O-R理论和社会认同理论,探究了服装品牌社群体验通过品牌认同和社群认同对消费者重复购买意愿的作用机制,并基于330份有效样本数据进行验证。研究结果表明:1) 服装品牌社群体验可以划分为感官体验、行为体验、情感体验、信息体验四个维度;2) 社群认同和品牌认同部分中介感官体验、行为体验、情感体验对消费者重复购买意愿的影响;3) 社群认同和品牌认同完全中介信息体验对消费者重复购买意愿的影响。Clothing brand community is an important communication medium between enterprises and consumers, and a good community experience is an important grasp for clothing brands to improve consumers’ willingness to repeat purchase. Relying on S-O-R theory and social identity theory, this study explores the mechanism of clothing brand community experience on consumers’ willingness to repeat purchase through brand identity and community identity and verifies it based on 330 valid sample data. The results show that: 1) Clothing brand community experience can be divided into four dimensions: sensory experience, behavioral experience, emotional experience, and information experience;2) Community identity and brand identity partially mediate the influence of sensory experience, behavioral experience, and emotional experience on consumers’ willingness to repeat purchase;3) Community identity and brand identity completely mediate the influence of information experience on consumers’ willingness to repeat purchase.
