【摘要】：近年來,品牌社群的作用在消費(fèi)者市場(chǎng)上逐漸顯現(xiàn)出來,越來越多的企業(yè)開始關(guān)注品牌社群的影響力,并且紛紛把目光轉(zhuǎn)向品牌社群的建立和維護(hù)上。伴隨著“互聯(lián)網(wǎng)+”的強(qiáng)勁發(fā)展態(tài)勢(shì),其應(yīng)用領(lǐng)域也得到不斷的延伸和拓展。借此良好的發(fā)展機(jī)遇,許多傳統(tǒng)的品牌社群開始把虛擬的網(wǎng)絡(luò)空間作為自身發(fā)展的有利平臺(tái),因此一大批在線品牌社群應(yīng)運(yùn)而生。這種新業(yè)態(tài)形式下的品牌社群超越了時(shí)間和空間的制約,顯示出更強(qiáng)大的生機(jī)和活力。目前,在線品牌社群日漸發(fā)展成為維護(hù)企業(yè)和消費(fèi)者關(guān)系的有效營(yíng)銷媒介,因此它們不僅受到了企業(yè)的普遍青睞,而且引起了學(xué)術(shù)界的廣泛關(guān)注。伴隨著消費(fèi)者是企業(yè)“兼職員工”的觀點(diǎn)得到廣泛傳播,消費(fèi)者的公民行為引起企業(yè)的普遍關(guān)注并日漸發(fā)展成為社群蓬勃發(fā)展以及企業(yè)經(jīng)營(yíng)成敗的關(guān)鍵。而綜觀國(guó)內(nèi)外學(xué)者對(duì)于在線品牌社群的研究發(fā)現(xiàn),他們更多關(guān)注的是消費(fèi)者的角色內(nèi)行為(如購(gòu)買意愿及購(gòu)買行為等),卻忽略了消費(fèi)者的角色外行為即公民行為。而且對(duì)于品牌忠誠(chéng)的研究,學(xué)者們多從體驗(yàn)理論、價(jià)值理論以及認(rèn)同理論等視角出發(fā),幾乎沒有涉及公民行為視角。由此可見,在在線品牌社群情境下探討消費(fèi)者的公民行為對(duì)品牌忠誠(chéng)的影響作用具有一定的理論和現(xiàn)實(shí)意義。本研究首先對(duì)在線社群和品牌社群領(lǐng)域的中外文獻(xiàn)進(jìn)行了梳理,并在此基礎(chǔ)上創(chuàng)新性地引入了公民行為理論和社會(huì)資本理論。據(jù)此,本研究構(gòu)建了在線品牌社群情境下公民行為對(duì)品牌忠誠(chéng)影響的概念模型并提出假設(shè)。實(shí)證分析部分采用Spss19.0對(duì)回收的186份有效問卷進(jìn)行數(shù)據(jù)分析,從而逐一驗(yàn)證假設(shè)。實(shí)證研究結(jié)果表明:(1)在線品牌社群情境下,社群成員積極實(shí)施的公民行為(社群參與以及利他主義)能夠正向影響在線品牌社群社會(huì)資本(人際信任以及互惠規(guī)范)。(2)在線品牌社群情境下,社群中的社會(huì)資本(人際信任以及互惠規(guī)范)能夠正向影響成員的社群認(rèn)同感。(3)在線品牌社群情境下,社群中的社會(huì)資本(人際信任以及互惠規(guī)范)能夠正向影響成員的社群承諾。(4)在線品牌社群情境下,成員的社群認(rèn)同和社群承諾能夠正向影響他們的品牌忠誠(chéng)。因此,公民行為(社群參與以及利他主義)通過社會(huì)資本(人際信任以及互惠規(guī)范)對(duì)成員的社群認(rèn)同以及社群承諾產(chǎn)生積極地促進(jìn)作用,并最終促成品牌忠誠(chéng)。本研究通過把公民行為理論以及社會(huì)資本理論引入在線品牌社群,對(duì)之前的相關(guān)研究進(jìn)行了豐富和拓展,同時(shí)也有助于企業(yè)充分發(fā)揮在線品牌社群的營(yíng)銷作用。
[Abstract]:In recent years, the role of brand community gradually appeared in the consumer market, more and more enterprises began to pay attention to the influence of brand community, and turned their attention to the establishment and maintenance of brand community. With the strong development of the Internet, its application field has been continuously extended and expanded. Taking advantage of this good development opportunity, many traditional brand communities began to regard virtual cyberspace as a favorable platform for their own development, so a large number of online brand communities emerged as the times require. This form of new business type brand community beyond the constraints of time and space, showing a stronger vitality and vitality. At present, the online brand community has become an effective marketing medium to maintain the relationship between enterprises and consumers. Therefore, they have not only been generally favored by enterprises, but also attracted wide attention of the academic community. Along with the widespread dissemination of the idea that consumers are part-time employees of enterprises, the citizen behavior of consumers has aroused widespread concern and become the key to the flourishing development of the community and the success or failure of enterprises. Taking a comprehensive look at the research of online brand community at home and abroad, it is found that they pay more attention to the role of consumers (such as purchase intention and buying behavior), but ignore the role of non-professional behavior namely citizenship behavior. And the research of brand loyalty, scholars mostly from the experience theory, value theory and identity theory and other perspectives, almost no citizen behavior perspective. It can be seen that it is of theoretical and practical significance to explore the impact of consumer citizenship on brand loyalty in the context of online brand community. This research first combs the domestic and foreign documents in the field of online community and brand community, and on this basis innovatively introduces the theory of citizenship behavior and the theory of social capital. Based on this, this paper constructs a conceptual model of the impact of citizenship behavior on brand loyalty in online brand community, and puts forward some hypotheses. In the part of empirical analysis, Spss19.0 is used to analyze the data of 186 valid questionnaires, so as to verify the hypothesis one by one. The empirical results show that: (1) in the context of online brand community, Active civic behaviour by community members (community participation and altruism) can positively influence the social capital of online brand communities (interpersonal trust and reciprocity norms). (2) in the context of online brand communities, Social capital (interpersonal trust and reciprocity norms) in the community can positively affect members' sense of community identity. (3) in the context of online brand community, The social capital (interpersonal trust and reciprocity norm) in the community can positively affect the community commitment of members. (4) in the online brand community context, the community identity and community commitment of members can positively affect their brand loyalty. Therefore, civic behavior (community participation and altruism) positively promotes members' community identity and community commitment through social capital (interpersonal trust and reciprocity norms), and ultimately promotes brand loyalty. By introducing citizenship behavior theory and social capital theory into the online brand community, this research enriches and expands the previous research, and also helps enterprises to give full play to the marketing role of online brand community.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274

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本文編號(hào)：2471680