品牌社群特征对品牌关系质量的影响研究

发布时间：2018-05-20 15:09

本文选题：品牌社群 + 品牌关系质量　；参考：《山东大学》2012年博士论文

【摘要】：品牌社群是以核心品牌的消费者为中心建立起来的非地理意义上的社会关系网络。品牌社群是消费者作为一个群体存在的重要平台,是消费者之间进行有效沟通的社会网络,品牌社群的存在改变了消费者与品牌企业之间的旧有的沟通形式,使消费者可以发出更多的声音从而创造更多的价值,也可以使品牌企业更加深刻的了解他们的顾客,为消费者和品牌之间的沟通架设了重要的桥梁。因而,品牌社群已成为当今消费者和品牌企业共同关注的热点。从理论研究角度来看,品牌社群对提升顾客——品牌关系质量的研究已经在某些相关角度进行了一些研究,但是还相当不系统、不完整,因此有必要深入研究其中的相互关系,尤其是顾客价值作为重要的中介变量,对品牌社群影响品牌关系质量发挥的重要作用机理的研究还存在空白。从实践角度来看,如何为品牌消费者、品牌企业和品牌社群运营者提供具有可操作性的策略建议,促进品牌企业、品牌社群的成长和顾客价值的实现,实现顾客、品牌企业和品牌社群的共赢也是非常必要的。本研究的核心问题是研究品牌社群如何促进顾客——品牌关系质量。为阐释该核心问题,首先从品牌社群特征角度出发,通过理论分析和实际访谈调研,对品牌社群的特征变量进行了系统性的构建,形成了品牌社群特征的理论框架和构成要素；然后分别分析了品牌社群对顾客价值感知和顾客价值创新的作用以及它们对顾客——品牌关系质量的影响；最后构建了“品牌社群特征——顾客价值——品牌关系质量”的理论框架,阐释品牌社群特征对品牌关系质量的影响机理,并采用了社会调查方法对理论框架进行验证。本研究得到了如下几个结论：第一,品牌社群特征是由消费行为理论、社会资本理论、文化资本理论和技术资本理论这几个主要理论推导而来的,同时结合与不同品牌社群成员之间的访谈,提取了四个相关特征,即消费信息性、社会交往性、共同意识性和技术易用性。第二,本研究进行了品牌社群特征对于顾客价值影响的相关分析。首先,本文在文献分析的基础上,对顾客价值进行了细分,分为顾客价值感知和顾客价值创新两个维度,在此基础上,分别分析了品牌社群四个特征对于顾客价值感知和顾客价值创新的作用机理。通过实证研究,我们发现,品牌社群的消费信息性、社会交往性和技术易用性对于顾客价值感知和顾客价值创新都有明显的正向影响,但是品牌社群的共同意识性对顾客价值感知和创新都没有显著影响。这一结果说明品牌社群的消费信息性、社会交往性和技术易用性对于顾客价值感知和创新已经有较为明显的作用,而品牌社群内成员虽然存在一定的共同意识,但是这种共同意识还不足够强烈从而有效的影响顾客对价值的感知,更没有影响顾客共同参与创新的意愿和行为。从这一点来看,当前品牌社群内的共同意识的导向性、凝聚性及激励性等还不够明显,还需要进一步的加强这种共同意识性。第三,本研究进一步分析和验证了顾客价值对于品牌关系质量的影响。不少研究证明顾客价值感知可以有效的促进顾客信任、满意和承诺的影响,本研究也通过实证又一次验证了这一结论。同时,作者还分析认为顾客价值创新也有利于品牌关系质量的增强,但是从实证结果来看,除了顾客价值创新有利于顾客承诺得到证实外,顾客价值创新对于顾客满意和信任均没有得到证实。这一结果的出现可能是因为顾客价值创新有多种情形,如果是顾客独自进行的创新或者顾客对品牌提出的创新意见得不到反馈或重视的话,那么顾客对品牌的满意和信任感就会不会得到加强,而顾客价值创新与承诺之间关系的成立可能是因为顾客发现该品牌还存在一定程度的可创新空间,从而使其愿意保持与品牌之间的关系。在以上结论的基础上,作者从品牌消费者、品牌社群运营者和品牌企业三个角度给出了建议与对策。本研究的创新点在于：第一,从品牌社群特征角度研究顾客——品牌关系质量,将顾客——品牌关系从单个消费者与品牌间的关系扩展到群体消费者与品牌之间的关系,从而发现了很多群体特征带来的独特作用机制,填补了顾客——品牌关系研究的空白。第二,将顾客价值感知和顾客价值创新作为重要的中介变量,将品牌社群中的消费者与品牌企业以顾客价值为纽带相联系,尤其是将顾客价值创新作为一个重要的中介变量进行了分析,从而验证了顾客价值在品牌社群特征对品牌关系质量的重要作用。第三,验证了品牌社群特征对于顾客——品牌关系质量的相关关系,尤其是品牌关系质量当中的信任和承诺两个变量与品牌社群特征之间的相关关系。在此之前,学者们对品牌社群作用的研究主要集中在对与关系质量的两个因素——顾客满意和顾客忠诚的研究上,对信任的影响研究较少。本研究结合国内外研究品牌关系质量的相关研究成果,使用适合中国情境的品牌关系质量量表进行了验证,有利于品牌社群和品牌关系质量研究的深入。第四,对品牌社群特征进行了深入分析,提出了品牌社群四大特征：即消费信息性、社会交往性、共同意识性和技术易用性,并通过实证分析,对这四个特征的客观性进行了验证。
[Abstract]:Brand community is a non geographic social network built on the center of the core brand consumers. Brand community is an important platform for consumers as a group, a social network for effective communication among consumers, and the existence of brand community has changed the old trench between consumers and brand enterprises. Through the form, consumers can make more sound and create more value. They can also make brand companies understand their customers more deeply and build an important bridge for the communication between consumers and brands. Therefore, brand community has become a hot spot of common concern for today's consumers and brand enterprises. On the other hand, the research of brand community on the quality of customer - brand relationship has been studied in some related aspects, but it is not systematic and incomplete. Therefore, it is necessary to study the relationship in depth, especially the value of customer as an important intermediary variable, which affects the quality of brand relationship. There are still gaps in the research on the important mechanism of action. From a practical point of view, how to provide operational strategy suggestions for brand consumers, brand companies and brand community operators, promote brand enterprise, brand community growth and customer value realization, and realize the win-win situation of customer, brand enterprise and brand community. Yes.
The core problem of this study is to study how brand community promotes customer - brand relationship quality. In order to explain the core problem, first of all, from the perspective of brand community characteristics, through theoretical analysis and actual interview research, the characteristic variables of brand community are constructed systematically, and the theoretical framework and structure of brand community characteristics have been formed. The effect of brand community on customer value perception and customer value innovation and their influence on customer brand relationship quality are analyzed. Finally, a theoretical framework of "brand community characteristics - customer value - brand relationship quality" is constructed to explain the quality of brand community characteristics to brand relationship. The mechanism of influence is analyzed, and the social investigation method is adopted to verify the theoretical framework.
The following conclusions are obtained in this study.
First, the characteristics of brand community are derived from the theory of consumer behavior, social capital theory, cultural capital theory and technical capital theory. At the same time, it combines with the members of different brand communities to extract four related features, namely, consumption information, social communication, common consciousness and technical ease of use.
Second, this study carries out the correlation analysis of the impact of brand community characteristics on customer value. First, on the basis of literature analysis, this paper subdivides customer value into two dimensions, which is divided into customer value perception and customer value innovation. On this basis, the article analyzes the four characteristics of brand community for customer value perception and customer value. Through empirical research, we find that the consumption information, social interaction and technical ease of use of brand community have a significant positive impact on customer value perception and customer value innovation, but the common consciousness of brand community has no significant impact on customer value perception and innovation. The results show that the brand community's consumption information, social interaction and technical ease of use have a more obvious effect on customer value perception and innovation, while the members of the brand community have a certain common consciousness, but the common consciousness is not enough to affect the customer's perception of value effectively, but it has no influence. From this point of view, the orientation, cohesiveness and motivation of the common awareness in the current brand community are not obvious, and the common consciousness is further strengthened.
Third, this study further analyzes and validates the impact of customer value on brand relationship quality. Many studies have proved that customer value perception can effectively promote customer trust, satisfaction and commitment. This study also verified this conclusion through empirical evidence. Meanwhile, the author also believes that customer value innovation is also beneficial. The quality of brand relationship is enhanced, but from the empirical results, in addition to customer value innovation is beneficial to the confirmation of customer commitment, customer value innovation has not been confirmed for customer satisfaction and trust. This result may be due to the variety of customer value innovation, if it is the innovation or consideration of the customer alone. The customer's brand satisfaction and trust will not be strengthened, and the relationship between customer value innovation and commitment may be established because the customer finds that the brand still has a certain degree of innovation space, so that it is willing to remain between the brand and the brand. The relationship.
On the basis of the above conclusions, the author gives suggestions and countermeasures from three perspectives: brand consumers, brand community operators and brand enterprises.
The innovation points of this study are: first, we study the quality of customer brand relationship from the perspective of brand community characteristics, and expand the relationship between customer and brand from the relationship between individual consumer and brand to the relationship between group consumers and brands, and find out the unique mechanism brought by many group characteristics and fill the customers. Second, taking customer value perception and customer value innovation as an important intermediary variable, the consumer and brand enterprises in the brand community are linked to the customer value, especially the customer value innovation as an important intermediary variable, which verifies the customer value in the brand. The important role of community characteristics on the quality of brand relationship. Third, it validates the relationship between brand community characteristics and brand relationship quality, especially the relationship between trust and commitment of brand relationship quality and the relationship between the two variables and brand community characteristics. Before this, the scholars' research on the role of brand community is the main research. The research on the two factors of relationship quality, customer satisfaction and customer loyalty, has less research on the influence of trust. This research combines the relevant research results of the quality of research brand relations at home and abroad, and uses the brand relationship quality scale suitable for Chinese situation to verify the quality of brand community and brand relationship quality. Fourth, the characteristics of brand community are deeply analyzed, and four characteristics of brand community are put forward: consumption information, social communication, common consciousness and technical ease of use, and through empirical analysis, the objectivity of the four characteristics is verified.
【学位授予单位】：山东大学
【学位级别】：博士
【学位授予年份】：2012
【分类号】：F273.2;F224

【引证文献】