摘要：The main purpose of the paper is to examine whether and how perceived interactivity in a virtual brand community affects brand preference to realize the sustainable development of the brand. In this study, we propose and empirically test a theoretical model by analyzing data collected from online brand community members in China. The study confirms that (1) perceived interactivity has a positive effect on social value, emotional value, and informational value; (2) social value, emotional value, and informational value positively influence brand preference; (3) upward social comparison positively moderates the impact of perceived interactivity on social value, while downward social comparison negatively moderates the impact of perceived interactivity on social value. This study has highlighted the role of perceived interactivity in a brand community in promoting brand preference. We believe that the findings offer reliable and important insights for research and practice of brand management.
