中文摘要：

运用关键事件法对虚拟品牌社群顾客间互动行为进行探索性研究，结果显示共有建议与帮助、认同与共鸣、友好态度、干扰与争执、负面态度和问题未解决6大类16个子类的顾客间互动行为。以此为基础进行量表开发，信度分析、探索性因子分析以及验证性因子分析表明，最终量表包括6个维度23个测项并具有良好的信度和效度。

英文摘要：

Using Critical Incident Technique, this paper explores CCI behaviors in virtual brand communities and divides them into six categories： advice and help, identification and resonance, friendly attitude, interference and dispute, negative attitude, problems unsolved, a total of 16 subclasses. Then, a measurement scale is developed. Through the reliability a- nalysis, exploratory factor analysis and confirmatory factor analysis, the final scale consists of 23 measurement items, and the scale has good reliability and validity.