消费者在虚拟品牌社区中的涉入、参与和信任对品牌忠诚度的影响

发布时间：2018-04-02 20:49

本文选题：虚拟品牌社区　切入点：涉入程度　出处：《复旦大学》2008年硕士论文

【摘要】： 网络与数字传输技术的发展和完善,使网络沟通正在成为人们生活的一部分。越来越多的人开始在数字空间中沟通和交流有价值的信息,基于个体兴趣和专门化需求而形成的虚拟社区正在发挥着超过传统社区的影响力。在此社会背景下,本文聚焦于带有商业性质的虚拟品牌社区,研究了社区成员对品牌的涉入程度以及他们在参与社区过程中对其他成员的信任程度对品牌忠诚形成的影响。文章在对社区、虚拟社区、品牌社区、涉入程度、社区参与、成员信任以及品牌忠诚的相关文献进行了回顾分析后,建立了一个关于消费者涉入、社区参与、品牌忠诚的关系模型,并提出了若干层面的研究假设。本文引入了样本质量较有代表性的佳友在线虚拟社区作为研究对象,使用实证研究方法,验证了虚拟品牌社区中成员涉入程度、社区参与、成员信任和品牌忠诚之间的关系,以及成员接触的信息态度对其参与过程和结果的影响作用,以更好地诠释虚拟品牌社区中各种因素对品牌忠诚的影响机制,为虚拟品牌社区的理论和实践提供有效的参考意见。
[Abstract]:With the development and perfection of network and digital transmission technology, network communication is becoming a part of people's life.More and more people begin to communicate and exchange valuable information in digital space. Virtual communities based on individual interests and specialized needs are exerting more influence than traditional communities.Under this social background, this paper focuses on the virtual brand community with a commercial nature, and studies the influence of community members' involvement in the brand and their trust in other members in the process of participating in the community on the formation of brand loyalty.After reviewing and analyzing the relevant literature on community, virtual community, brand community, involvement degree, community participation, member trust and brand loyalty, this paper establishes a new approach to consumer involvement, community involvement, and brand loyalty.The relationship model of brand loyalty, and put forward a number of levels of research hypotheses.In this paper, a representative online virtual community with sample quality is introduced as the research object. The empirical research method is used to verify the relationship among the members' involvement, community participation, member trust and brand loyalty in the virtual brand community.In order to better explain the influence mechanism of various factors in virtual brand community on brand loyalty and provide effective reference for the theory and practice of virtual brand community.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F224

【引证文献】