The Effect of Psychological Ownership of Virtual Brand Community Members on Community Members Interpersonal Interaction
作者单位：Sichuan Univ Sch Business Chengdu 610065 Peoples R China
会议名称：《International Conference on Strategic Management (ICSM 2016)》
主办单位：Sichuan Univ
会议日期：2016年
关 键 词：virtual brand community psychological ownership interpersonal interaction self-identity territoriality
摘 要：This article examined how does the virtual brand community members psychological ownership impact on community members interpersonal interaction. Through the network questionnaires and realistic questionnaire survey, the authors use data analysis tools, exploring how does the virtual community member s psychological ownership affect community member s interpersonal interaction. It turned out that Members promote psychological ownership of identity dimension has a positive impact on human interaction and the territorial dimension of defensive psychological ownership has a positive impact on members of the human interaction.