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Community Interaction Ritual，Emotional Energy and Fans’ Loyalty
It has been recognized that brand community plays an important role in attracting loyal fans both online and offline. This paper explores the mechanism through which community interaction rituals, a fundamental component of brand community, influence fans’ loyalty. Based on the valid scales, combining with the fan group interview, a questionnaire was designed and investigated. With collected valid samples, confirmatory factor analysis, structural equation model analysis and hypothesis testing were conducted by partial least square method. The results show that interpersonal-interaction ritual and individual consumption ritual of self-interaction with communal material resources are two dimensions of community interaction rituals that have significant positive impact on fans’ loyalty. Emotional energy mediates the influence of community interaction rituals on fans’ loyalty. In addition, this loyalty is also moderated by network density. The practical managerial implications of these theoretical findings are also discussed.
Hai-bo XUE . Community Interaction Ritual，Emotional Energy and Fans’ Loyalty[J]. Journal of East China Normal University (Philosophy and Social Sciences), 2021 , 53(3) : 134 -145 . DOI: 10.16382/j.cnki.1000-5579.2021.03.011
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