基于消费行为观点的SNS社群意识驱动因素及对品牌态度的影响

发布时间：2018-07-02 13:49

  本文选题：社群意识 + SNS社群　； 参考：《现代传播(中国传媒大学学报)》2016年09期

【摘要】：本文分析了SNS社群意识的决定因素,提出的研究模型认为SNS社群意识是一个二阶维度构念,其次维度包括成员感、影响力、需求满足和情感纽带四个维度,他们受到实用性因素、娱乐性因素、社会性因素和SNS社群特有因素的正向影响。其中社会性因素的影响最大,实用性因素的影响最小。本文发现SNS社群意识直接影响消费者的品牌态度。最后通过竞争模型的比较,确定了本文所开发的SNS社群特有因素对SNS社群意识有重要的影响。
[Abstract]:This paper analyzes the determinants of SNS community consciousness, and puts forward the research model that SNS community consciousness is a second order dimension, followed by four dimensions: membership, influence, need satisfaction and emotional bond. They are positively affected by practical, entertaining, social and SNS community specific factors. Among them, the social factor has the biggest influence, the practical factor has the least influence. This paper finds that SNS community awareness directly affects the brand attitude of consumers. Finally, through the comparison of the competition model, it is determined that the SNS community specific factors developed in this paper have an important influence on the SNS community consciousness.
【作者单位】： 山东大学历史文化学院;济南大学管理学院;
【基金】：山东省高校人文社科研究基金项目“社交网络品牌社群意识内涵及其机理研究”(项目编号:SDGX15330-146)的研究成果
【分类号】：G206-F
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本文编号：2090319