负面信息对品牌社区消费者购买意向影响研究

发布时间：2018-04-09 17:30

本文选题：品牌社区　切入点：品牌忠诚度　出处：《湖南师范大学》2008年硕士论文

【摘要】： 目的大量的研究表明了品牌社区和消费者品牌忠诚度的正向关系,但是,也有研究表明,强大的品牌社区特别是当下网络的发达在方便社区成员分享交流经验的同时也滋生了谣言传播的途径,易造成负面影响。基于此种矛盾,本研究将设置实验情境考察当负面信息以其特定的方式在品牌社区中传递时对品牌社区消费者产生的影响。方法研究将“诺基亚”确定为核心品牌,以大学生为被试,先编写问卷挑选属于“诺基亚”品牌社区的大学生被试,然后以一般消费者为对照,选择购买意向为测量维度,试图探寻负面信息对诺基亚品牌社区消费者购买意向的影响。结果 (1)将接触负面信息后的一般消费者被试和隶属于“诺基亚”品牌社区的社区消费者被试的购买意向进行比较,结果出现显著性差异,负面信息对于一消费者的消极影响远大于对社区消费者的影响。 (2)以接触正面信息后的购买意向为对照,比较与产品有关的负面信息和与企业形象有关的负面信息两种负面信息对社区消费者的影响,结果发现与企业形象有关的负面信息较与产品有关的负面信息对品牌社区消费者影响较大,而一般消费者的情况正好相反。结论品牌社区消费者因为有较高的品牌忠诚度,其购买意向受负面信息影响较少。另外,与企业形象有关的负面信息较与产品有关的负面信息对品牌社区消费者购买意向影响较大,而对于一般消费者而言,情况正好相反。这些结论,不仅有利于研究者们进一步了解和认识品牌社区消费者的消费行为,充实了品牌社区研究成果,而且对于企业创立和维护自身品牌形象,开展营销活动都有非常重要的参考价值。
[Abstract]:PurposeA large number of studies have shown a positive relationship between brand community and consumer brand loyalty, but there are also studies showing that,The development of strong brand community, especially the current network, not only facilitates community members to share their experiences, but also breeds the way of spreading rumors, which can easily cause negative effects.Based on this contradiction, this study will set up an experimental situation to examine the impact of negative information on the consumers of brand community when the negative information is transmitted in the brand community in its specific way.MethodIn this study, "Nokia" was determined as the core brand, and college students were chosen as the subjects. First, a questionnaire was compiled to select the college students who belong to the "Nokia" brand community, and then the average consumer was taken as the control, and the purchase intention was chosen as the measurement dimension.Try to explore the negative information on the Nokia brand community consumer purchase intention.Result(1) comparing the purchase intention of the general consumers exposed to the negative information with those of the community consumers who belong to the "Nokia" brand community, the results showed that there were significant differences.The negative effect of negative information on a consumer is much greater than that on community consumers.(2) to compare the impact of negative information related to products and negative information related to corporate image on community consumers, in contrast to the purchase intention after exposure to positive information.The results show that the negative information related to the corporate image has a greater impact on the consumers in the brand community than the negative information related to the products, but the situation of the general consumers is just the opposite.ConclusionBecause of high brand loyalty, the purchase intention of brand community consumers is less affected by negative information.In addition, the negative information related to corporate image has a greater impact on the purchase intention of consumers in the brand community than the negative information related to products, but for the general consumers, the situation is just the opposite.These conclusions not only help the researchers to understand and understand the consumer behavior of the brand community consumers, but also enrich the research results of brand community research, and also help the enterprises to establish and maintain their own brand image.Carrying out marketing activities has very important reference value.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F713.5

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