品牌社区互动关系对于价值共创的影响机理研究
发布时间：2018-09-08 08:42
【摘要】：在互联网时代,线上的品牌社区是消费者与企业价值共创的主要平台,那么互动关系强度是否直接影响社区的价值共创呢?价值共创行为是否具有中介作用呢?本研究基于前人的研究结果,并结合实际的研究现状,研究品牌社区成员之间的和品牌社区与品牌之间的互动关系强度对于顾客在品牌社区中的价值共创行为的影响,顾客在品牌社区中的价值共创行为对于品牌社区的价值共创的影响,互动关系强度大小对于社区价值共创的直接影响以及社区共创价值行为的中介作用。本研究采用在线为品牌社区成员发放调查问卷的方式获取数据,采用SPSS软件验证品牌社区互动关系强度对于上述四组假设进行验证。研究结果表明:1)社区互动关系强度(社区成员之间,社区和品牌之间)对于价值共创行为(社区内成员的交往,印象管理,社区参与行为和产品使用质量)有正向影响。2)社区价值共创行为中的社区内成员的交往对于社区的实用价值和娱乐价值有正向的影响,印象管理只对于社会价值有正向影响,成员的社区参与行为对于价值共创的三个维度的正向影响均不显著,产品使用质量对于价值共创的三个维度(实用价值,娱乐价值和社会价值)的正向影响都是显著的。3)社区互动关系强度(社区成员之间,社区和品牌之间)对于价值共创价值(实用价值,娱乐价值和社会价值)有正向影响。4)社区价值共创行为中的社区内成员的交往和产品使用质量两个维度存在中介作用,而社区内的印象管理和成员的社区参与行为是不存在中介作用的。
[Abstract]:In the Internet era, the online brand community is the main platform for consumers and enterprises to create the value of the main platform, so whether the intensity of interaction directly affect the value of the community to create? Does the value creation act play an intermediary role? Based on the previous research results and combined with the actual research situation, this study studies the impact of the interaction intensity between the members of the brand community and between the brand community and the brand on customer value creation behavior in the brand community. The influence of customer value creation behavior in brand community on the value creation of brand community, the direct influence of interaction intensity on community value creation and the intermediary function of community value creation behavior. In this study, the data were obtained by online questionnaire for brand community members, and the above four hypotheses were verified by using SPSS software to verify the intensity of brand community interaction. The results showed that: 1) the intensity of community interaction (community members, communities and brands) for value creation behavior (community members contact, impression management, Community participation behavior and product use quality) have a positive impact on community value creation. 2) the interaction of community members in community value creation behavior has a positive impact on the practical value and entertainment value of the community, while impression management only has a positive impact on social value. The positive effect of the community participation behavior of members on the three dimensions of value creation was not significant, and the three dimensions of product use quality for value creation (practical value; The positive effects of both recreational and social values are significant. 3) the intensity of community interaction (between community members, between communities and brands) creates value for value (practical value). Recreational value and social value) have positive influence. 4) Community value creating behavior in the two dimensions of interaction and product use quality of the members of the community has an intermediary role. However, there is no intermediary role in impression management and community participation behavior of members in the community.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274
本文编号：2230016
[Abstract]:In the Internet era, the online brand community is the main platform for consumers and enterprises to create the value of the main platform, so whether the intensity of interaction directly affect the value of the community to create? Does the value creation act play an intermediary role? Based on the previous research results and combined with the actual research situation, this study studies the impact of the interaction intensity between the members of the brand community and between the brand community and the brand on customer value creation behavior in the brand community. The influence of customer value creation behavior in brand community on the value creation of brand community, the direct influence of interaction intensity on community value creation and the intermediary function of community value creation behavior. In this study, the data were obtained by online questionnaire for brand community members, and the above four hypotheses were verified by using SPSS software to verify the intensity of brand community interaction. The results showed that: 1) the intensity of community interaction (community members, communities and brands) for value creation behavior (community members contact, impression management, Community participation behavior and product use quality) have a positive impact on community value creation. 2) the interaction of community members in community value creation behavior has a positive impact on the practical value and entertainment value of the community, while impression management only has a positive impact on social value. The positive effect of the community participation behavior of members on the three dimensions of value creation was not significant, and the three dimensions of product use quality for value creation (practical value; The positive effects of both recreational and social values are significant. 3) the intensity of community interaction (between community members, between communities and brands) creates value for value (practical value). Recreational value and social value) have positive influence. 4) Community value creating behavior in the two dimensions of interaction and product use quality of the members of the community has an intermediary role. However, there is no intermediary role in impression management and community participation behavior of members in the community.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274
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