本文選題：社群意識 + SNS社群　； 參考：《現(xiàn)代傳播(中國傳媒大學(xué)學(xué)報)》2016年09期

【摘要】：本文分析了SNS社群意識的決定因素,提出的研究模型認(rèn)為SNS社群意識是一個二階維度構(gòu)念,其次維度包括成員感、影響力、需求滿足和情感紐帶四個維度,他們受到實用性因素、娛樂性因素、社會性因素和SNS社群特有因素的正向影響。其中社會性因素的影響最大,實用性因素的影響最小。本文發(fā)現(xiàn)SNS社群意識直接影響消費者的品牌態(tài)度。最后通過競爭模型的比較,確定了本文所開發(fā)的SNS社群特有因素對SNS社群意識有重要的影響。
[Abstract]:This paper analyzes the determinants of SNS community consciousness, and puts forward the research model that SNS community consciousness is a second order dimension, followed by four dimensions: membership, influence, need satisfaction and emotional bond. They are positively affected by practical, entertaining, social and SNS community specific factors. Among them, the social factor has the biggest influence, the practical factor has the least influence. This paper finds that SNS community awareness directly affects the brand attitude of consumers. Finally, through the comparison of the competition model, it is determined that the SNS community specific factors developed in this paper have an important influence on the SNS community consciousness.
【作者單位】： 山東大學(xué)歷史文化學(xué)院;濟南大學(xué)管理學(xué)院;
【基金】：山東省高校人文社科研究基金項目“社交網(wǎng)絡(luò)品牌社群意識內(nèi)涵及其機理研究”(項目編號:SDGX15330-146)的研究成果
【分類號】：G206-F
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本文編號：2090319