發(fā)布時間：2019-02-16 15:51

【摘要】：品牌是企業(yè)重要的無形資產(chǎn),良好的品牌形象與知名度能夠幫助企業(yè)持續(xù)的吸引消費者,增強企業(yè)的競爭能力,眾多學(xué)者也對如何提高企業(yè)的品牌價值做了廣泛的研究。在現(xiàn)今這個互聯(lián)網(wǎng)飛速發(fā)展的時代,電商銷售爆發(fā)式的發(fā)展也吸引了眾多企業(yè)與消費者的注意力,消費者每年通過網(wǎng)絡(luò)購物所產(chǎn)生的消費量在迅速的增長,互聯(lián)網(wǎng)為企業(yè)宣傳自身、吸引消費者提供了許多新的方法。虛擬品牌社區(qū)以網(wǎng)絡(luò)為基礎(chǔ),以品牌為核心,是消費者與產(chǎn)品、品牌、企業(yè)相連接的的紐帶,現(xiàn)在,人們常說“無粉絲,不品牌”,如何建立良好的虛擬品牌社區(qū),利用好粉絲經(jīng)濟,擴大企業(yè)知名度成為了眾多企業(yè)所面對的問題。虛擬品牌社區(qū)既然在消費者、產(chǎn)品、品牌、企業(yè)間起連接作用,那這四者間的相互關(guān)系對于虛擬品牌社區(qū)的價值有何種影響呢?基于對以上問題的思考,本文以虛擬品牌社區(qū)關(guān)系作為切入點,主要研究虛擬品牌社區(qū)關(guān)系、虛擬品牌社區(qū)參與行為以及虛擬品牌社區(qū)價值的影響機制。本文總結(jié)了前人對于虛擬品牌社區(qū)的研究的相關(guān)內(nèi)容,從虛擬社區(qū)、品牌社區(qū)入手,分析了虛擬品牌社區(qū)的特點及其中的關(guān)系,建立了“虛擬品牌社區(qū)關(guān)系-虛擬品牌社區(qū)參與行為-虛擬品牌社區(qū)價值”模型,并通過實證研究來驗證模型的影響機制。其中虛擬品牌社區(qū)關(guān)系包括消費者-產(chǎn)品關(guān)系,消費者-品牌關(guān)系,消費者-企業(yè)關(guān)系,消費者-其他消費者四個維度,虛擬品牌社區(qū)參與行為與虛擬品牌社區(qū)價值均為單維度。本文采用問卷調(diào)查的方式進行實證研究,對數(shù)據(jù)運用SPSS、AMOS軟件進行分析,結(jié)果表明:虛擬品牌社區(qū)關(guān)系均對虛擬品牌社區(qū)價值有顯著的正向影響,虛擬品牌社區(qū)參與行為在其中起部分中介作用。根據(jù)研究結(jié)果,本文在最后對企業(yè)提出了幾點維護虛擬品牌社區(qū)的建議,并對未來的發(fā)展方向進行了展望。本研究的創(chuàng)新之處在于,以虛擬品牌社區(qū)關(guān)系為著眼點,探討了四個維度對虛擬品牌社區(qū)價值的影響機制,并驗證了虛擬品牌社區(qū)參與行為在其中的中介作用。
[Abstract]:Brand is an important intangible asset of enterprises. Good brand image and popularity can help enterprises to attract consumers and enhance the competitiveness of enterprises. Many scholars have done extensive research on how to improve the brand value of enterprises. In this era of rapid development of the Internet, the explosive development of e-commerce sales has also attracted the attention of many enterprises and consumers, the annual consumer shopping through the Internet generated by the rapid growth of consumption, The Internet provides many new ways for businesses to promote themselves and attract consumers. Virtual brand community is based on network and brand as the core. It is the link between consumers and products, brands and enterprises. Nowadays, people often say, "No fans, no brands", how to establish a good virtual brand community, Making good use of fan economy and expanding the reputation of enterprises has become the problem faced by many enterprises. Since the virtual brand community plays a connecting role among consumers, products, brands and enterprises, how does the relationship between these four affect the value of the virtual brand community? Based on the above problems, this paper takes the virtual brand community relationship as the breakthrough point, mainly studies the virtual brand community relationship, the virtual brand community participation behavior and the virtual brand community value influence mechanism. This paper summarizes the related contents of predecessors' research on virtual brand community, starting with virtual community and brand community, analyzes the characteristics of virtual brand community and the relationship between virtual brand community and virtual brand community. The model of "virtual brand community relationship-virtual brand community participation behavior-virtual brand community value" is established, and the influence mechanism of the model is verified by empirical research. The virtual brand community relationship includes four dimensions: consumer-product relationship, consumer-brand relationship, consumer-enterprise relationship, consumer-other consumers. The participation behavior of virtual brand community and the value of virtual brand community are all single dimensions. This paper makes an empirical study by questionnaire, and analyzes the data by using SPSS,AMOS software. The results show that the relationship between virtual brand community and virtual brand community has a significant positive impact on the value of virtual brand community. Virtual brand community participation in which part of the intermediary role. According to the research results, this paper puts forward some suggestions to the enterprises to maintain virtual brand community, and looks forward to the future development direction. The innovation of this study is that, taking the relationship of virtual brand community as the starting point, this paper probes into the influence mechanism of four dimensions on the value of virtual brand community, and verifies the intermediary function of virtual brand community participation behavior.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F724.6

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本文編號：2424599