摘要：This article explored the effect of instrumental interaction and relational interaction on consumer engagement (community engagement and brand engagement) among community members. The mediating effect of E-social capital was investigated as well. The research results showed that: both instrumental interaction and interpersonal interaction promote the formation of E-social capital (online trust and online reciprocity); online trust plays a partial mediating role between community interaction (instrumental interaction, relational interaction) and community engagement, but the influence of online reciprocity on community engagement is not significant; community engagement leads to brand engagement. The findings enrich the theories of brand community and consumer engagement and contribute to the virtual community management.
