虚拟品牌社区信任及其对品牌忠诚的影响

发布时间：2018-05-22 19:17

本文选题：虚拟品牌社区信任 + 系统信任　；参考：《江西师范大学》2011年硕士论文

【摘要】：在互联网飞速发展的信息时代下,参与虚拟品牌社区的人数大量存在并且呈快速上升趋势,虚拟品牌社区的影响力也将越来越大。这一现象引起了学界和业界的广泛关注。本文以先行为文献对信任的研究为基础,从消费者视角开发了一个3维度7因子构成的虚拟品牌社区信任多维度位阶结构模型,并对该模型的妥当性及其构成维度对消费者品牌忠诚的影响机理进行了实证检验。证据显示,虚拟品牌社区信任包含系统信任、制度信任和人际信任3个维度。其中,系统信任由可靠性和便利性产生；制度信任由监控性和隐私性生成；人际信任来源于诚实性、友善性和专业性。虚拟品牌社区信任构成维度对消费者品牌忠诚影响机理的研究结果显示,虚拟品牌社区信任对社区陷入有积极影响,社区陷入对品牌忠诚有积极影响。虚拟品牌社区信任的构成维度对社区陷入具有不同程度影响。根据实证分析,系统信任和人际信任对社区陷入具有显著的积极影响,相对于人际信任,系统信任对社区陷入的影响力更大。而制度信任对社区陷入的影响在本研究中未获统计学意义上的支持。本文实证探明了虚拟品牌社区信任的结构维度是一个由3维度7因子构成的多维度位阶结构,科学地揭示了虚拟品牌社区信任的核心内涵和测量方法,为认识虚拟品牌社区信任提供了科学的依据,为企业把握和测量虚拟品牌社区信任提供了切实可行的操作工具,从而推进了消费者信任理论的发展。同时,本文通过对虚拟品牌社区信任的构成维度与社区陷入和品牌忠诚之间因果关系的实验研究,探明了虚拟品牌社区信任在消费者品牌忠诚构筑过程的作用机理和作用效力,揭示了消费者的品牌忠诚是经过虚拟品牌社区信任和社区陷入得以构筑的发展过程。
[Abstract]:In the information age with the rapid development of the Internet, the number of people participating in the virtual brand community is large and rising rapidly, and the influence of the virtual brand community will be more and more great. This phenomenon has aroused the widespread concern of the academic circles and the industry. Based on the research of trust in the literature, this paper develops a multi-dimensional structure model of virtual brand community trust from the perspective of consumers, which is composed of three dimensions and seven factors. The validity of the model and its influence on consumer brand loyalty are tested empirically. Evidence shows that virtual brand community trust includes three dimensions: system trust, institutional trust and interpersonal trust. Among them, system trust is generated by reliability and convenience; institutional trust is generated by monitoring and privacy; interpersonal trust comes from honesty, friendliness and professionalism. The results show that the virtual brand community trust has a positive impact on the community, and the community fall into a positive impact on brand loyalty. The component dimension of virtual brand community trust has different influence on community falling into. According to empirical analysis, systemic trust and interpersonal trust have a significant positive impact on community fall, compared with interpersonal trust, system trust has more influence on community falling into. The impact of institutional trust on community involvement was not statistically supported in this study. This paper empirically finds out that the structural dimension of virtual brand community trust is a multi-dimension rank structure composed of three dimensions and seven factors, and scientifically reveals the core connotation and measurement method of virtual brand community trust. It provides a scientific basis for understanding virtual brand community trust, and provides a practical operating tool for enterprises to grasp and measure virtual brand community trust, thus promoting the development of consumer trust theory. At the same time, through the experimental research on the causal relationship between the dimension of virtual brand community trust and community fall and brand loyalty, this paper explores the mechanism and effect of virtual brand community trust in the process of building consumer brand loyalty. It is revealed that brand loyalty of consumers is a developing process through virtual brand community trust and community falling into construction.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F273.2;F224

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