基于網(wǎng)絡環(huán)境的品牌社區(qū)關系對消費者購買意愿影響的實證研究
發(fā)布時間：2019-01-05 14:18
【摘要】：目前，社會化網(wǎng)絡與Web2.0技術呈現(xiàn)出迅猛的發(fā)展勢頭，企業(yè)運作模式與網(wǎng)絡社區(qū)便由此誕生。國內(nèi)外一些研究學者認為品牌社區(qū)的建設為品牌提供了一個獨特的機會來培養(yǎng)他們與消費者的關系，從而穩(wěn)固品牌的競爭優(yōu)勢，是互聯(lián)網(wǎng)時代下的新興營銷模式。據(jù)商業(yè)的實證結果顯示，借助于網(wǎng)絡品牌社區(qū)，企業(yè)可在網(wǎng)絡建設的過程中確立消費者的主導地位，這就有利于他們間良好關系的發(fā)展，進而提高其購買率。因此，越來越多的企業(yè)認識到了網(wǎng)絡品牌社區(qū)作為關系營銷溝通杠桿的優(yōu)勢。品牌社區(qū)在給企業(yè)創(chuàng)造另外的交流窗口的同時，還在一定程度上確保了用戶的忠誠度。這些客戶花費時間和精力去從事與消費相關的活動并與他人分享知識，從而提高了總體知識水平并貢獻于特定的產(chǎn)品及其附屬品�，F(xiàn)階段，我國在該層面中的研究與國外還仍有差距，理論與實證分析尚在發(fā)展初期，且較少分析網(wǎng)絡品牌社區(qū)對購買者消費行為的影響機制。 本文以虛擬品牌社區(qū)內(nèi)部的品牌關系為視角，回顧并梳理品牌社區(qū)、品牌信任和購買意愿的文獻，最終的目標是采用實證研究的方法來闡釋基于網(wǎng)絡的品牌社區(qū)“消費者中心模型”的要素（即消費者和品牌、產(chǎn)品、企業(yè)和其他成員之間的關系）如何能夠影響消費者購買意愿。通過對比目前中外學者的研究，引入單維度變量品牌信任作為中介變量�；诶碚撃Ｐ�，已對300名網(wǎng)絡品牌社區(qū)消費者進行了實際調(diào)研，并對數(shù)據(jù)運用相關和回歸等方法進行分析，研究結果表明：依托網(wǎng)絡環(huán)境的背景，在品牌社區(qū)中科學構建消費者與產(chǎn)品、品牌、企業(yè)，以及與其他成員的四大關系，可在一定程度上增強品牌信任度，并且品牌信任對消費者購買意愿也有顯著正向的影響。同時，研究發(fā)現(xiàn)品牌信任在轉化品牌社區(qū)中元素間的交互關系到消費者購買意愿的過程中起到中介的作用。 通過實證研究，本文對市場營銷實踐的啟示和未來的展望也進行了討論。主要貢獻有：第一，了解在某種程度上，一個基于網(wǎng)絡環(huán)境的品牌社區(qū)能為其成員提供好處。不僅促進了信息共享并加強了顧客彼此間的聯(lián)盟，也鞏固了消費者與品牌、產(chǎn)品、企業(yè)和其他成員的關系，更促進了購買意愿；第二，分析結果為深入探究消費者行為影響因素提供了堅實的理論基礎，，也有助于企業(yè)積極探索品牌社區(qū)化的新型營銷方式和策略；第三，強調(diào)了社交網(wǎng)絡的重要性，未來充分發(fā)揮社交性，將互動和分享作為品牌社區(qū)用戶的主要行為，使關系網(wǎng)得到最大化利用。因此有理由相信，網(wǎng)絡品牌社區(qū)將會在未來市場營銷中占有舉足輕重的地位，并且為消費者和生產(chǎn)者之間的市場價值開發(fā)來釋放新的活力。
[Abstract]:At present, social network and Web2.0 technology show a rapid development momentum, enterprise operation mode and network community is born. Some scholars at home and abroad believe that the construction of brand community provides a unique opportunity for the brand to cultivate their relationship with consumers, so as to stabilize the competitive advantage of the brand, which is a new marketing model in the Internet era. According to the empirical results of business, with the help of network brand community, enterprises can establish the dominant position of consumers in the process of network construction, which is conducive to the development of good relations between them, and then to improve their purchase rate. Therefore, more and more enterprises realize the advantage of network brand community as the leverage of relationship marketing communication. Brand community creates additional communication windows for enterprises, but also ensures customer loyalty to a certain extent. These clients spend time and effort on consumption-related activities and sharing knowledge with others, thus improving the overall level of knowledge and contributing to specific products and accessories. At this stage, there is still a gap between China and foreign countries in the research on this level. The theoretical and empirical analysis is still in the early stage, and less analysis of the impact of online brand community on consumer behavior of purchasers. From the perspective of brand relationship within virtual brand community, this paper reviews and combs the literature on brand community, brand trust and purchase intention. The ultimate goal is to use an empirical approach to explain the elements of the Web-based brand community "consumer center model" (that is, consumers and brands, products, etc. How the relationship between the business and other members can influence consumers' willingness to buy. By comparing the current researches of Chinese and foreign scholars, single-dimensional brand trust is introduced as intermediary variable. Based on the theoretical model, 300 consumers of online brand community have been investigated and analyzed by using the methods of correlation and regression. The results show that: relying on the background of the network environment, The scientific construction of the four relationships between consumers and products, brands, enterprises, and other members in the brand community can enhance brand trust to a certain extent, and brand trust also has a significant positive impact on consumers' willingness to buy. At the same time, it is found that brand trust plays an intermediary role in the process of transforming the interaction between elements in brand community to consumers' purchase intention. Through empirical research, this paper also discusses the implications of marketing practice and prospects for the future. The main contributions are: first, to understand that, to some extent, a network-based brand community can provide benefits for its members. It not only promotes the sharing of information and strengthens the alliance among customers, but also consolidates the relationship between consumers and brands, products, enterprises and other members, and promotes the willingness to buy. Second, the analysis results provide a solid theoretical basis for further exploring the influencing factors of consumer behavior, and also help enterprises actively explore new marketing methods and strategies of brand community. Thirdly, the importance of social network is emphasized. In the future, interaction and sharing are regarded as the main behaviors of the users of brand community, so that the relationship can be maximized. Therefore, it is reasonable to believe that the online brand community will play an important role in the future marketing and release new vitality for the development of market value between consumers and producers.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F713.55
本文編號：2401875
[Abstract]:At present, social network and Web2.0 technology show a rapid development momentum, enterprise operation mode and network community is born. Some scholars at home and abroad believe that the construction of brand community provides a unique opportunity for the brand to cultivate their relationship with consumers, so as to stabilize the competitive advantage of the brand, which is a new marketing model in the Internet era. According to the empirical results of business, with the help of network brand community, enterprises can establish the dominant position of consumers in the process of network construction, which is conducive to the development of good relations between them, and then to improve their purchase rate. Therefore, more and more enterprises realize the advantage of network brand community as the leverage of relationship marketing communication. Brand community creates additional communication windows for enterprises, but also ensures customer loyalty to a certain extent. These clients spend time and effort on consumption-related activities and sharing knowledge with others, thus improving the overall level of knowledge and contributing to specific products and accessories. At this stage, there is still a gap between China and foreign countries in the research on this level. The theoretical and empirical analysis is still in the early stage, and less analysis of the impact of online brand community on consumer behavior of purchasers. From the perspective of brand relationship within virtual brand community, this paper reviews and combs the literature on brand community, brand trust and purchase intention. The ultimate goal is to use an empirical approach to explain the elements of the Web-based brand community "consumer center model" (that is, consumers and brands, products, etc. How the relationship between the business and other members can influence consumers' willingness to buy. By comparing the current researches of Chinese and foreign scholars, single-dimensional brand trust is introduced as intermediary variable. Based on the theoretical model, 300 consumers of online brand community have been investigated and analyzed by using the methods of correlation and regression. The results show that: relying on the background of the network environment, The scientific construction of the four relationships between consumers and products, brands, enterprises, and other members in the brand community can enhance brand trust to a certain extent, and brand trust also has a significant positive impact on consumers' willingness to buy. At the same time, it is found that brand trust plays an intermediary role in the process of transforming the interaction between elements in brand community to consumers' purchase intention. Through empirical research, this paper also discusses the implications of marketing practice and prospects for the future. The main contributions are: first, to understand that, to some extent, a network-based brand community can provide benefits for its members. It not only promotes the sharing of information and strengthens the alliance among customers, but also consolidates the relationship between consumers and brands, products, enterprises and other members, and promotes the willingness to buy. Second, the analysis results provide a solid theoretical basis for further exploring the influencing factors of consumer behavior, and also help enterprises actively explore new marketing methods and strategies of brand community. Thirdly, the importance of social network is emphasized. In the future, interaction and sharing are regarded as the main behaviors of the users of brand community, so that the relationship can be maximized. Therefore, it is reasonable to believe that the online brand community will play an important role in the future marketing and release new vitality for the development of market value between consumers and producers.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F713.55
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