虚拟社群中消费者品牌知识分享意愿探析

发布时间：2018-10-16 17:29

【摘要】：网络经济时代,那些具有类似消费兴趣、共同消费体验、趋近品牌认知的消费者聚集于虚拟社群,彼此间通过互联网进行多种形式的互动和信息分享,使之成为品牌传播的新途径,成为不同品牌争夺消费者的主要战场。在虚拟社群中,品牌间亦存在竞争关系,如何赢得消费者持续、有效的关注与认知,是网络经济下企业品牌传播的关键。文章从虚拟社群中品牌为吸引顾客注意而开展竞争的视角进行研究发现,增强消费者与品牌的关系质量能够促进消费者参与品牌相关知识分享的意愿;品牌相关话题圈子的规模会对消费者参与讨论的意愿产生正向影响;虚拟社群中的信任能让消费者认为参与讨论可获得更多利益,从而促使消费者参与虚拟社群中的知识分享活动;消费者会为了满足自身与他人交往的需要而参与虚拟社群中的讨论,贡献自己的知识。因此,为更好地帮助品牌在虚拟社群中树立自身号召力,品牌营销者应在以下方面作出努力:一要在进行社群营销时努力使品牌相关话题的讨论更多,内容更丰富,以增加消费者讨论品牌话题的兴趣,吸引更多消费者进入到品牌知识讨论的圈子中来;二要增强与消费者的互动,提升品牌与消费者的关系质量;三要建立成员间信任关系,使知识分享更流畅。
[Abstract]:In the era of network economy, those consumers who have similar consumption interest, common consumption experience and close to brand cognition gather in virtual community, and interact and share information with each other through the Internet. Make it become a new way of brand communication and become the main battlefield for different brands to compete for consumers. In the virtual community, there is also a competitive relationship between brands. How to win the sustained and effective attention and cognition of consumers is the key of brand communication in the network economy. From the perspective of brand competition in virtual community to attract customers' attention, it is found that enhancing the quality of relationship between consumers and brands can promote consumers' willingness to participate in brand related knowledge sharing. The size of the brand-related discussion circle has a positive impact on consumers' willingness to participate in the discussion; trust in the virtual community allows consumers to think that participating in the discussion will benefit more. Thus, consumers can participate in knowledge sharing activities in virtual communities, and consumers will participate in discussions and contribute their own knowledge in virtual communities in order to meet the needs of their own interaction with others. Therefore, in order to better help brands build their appeal in the virtual community, brand marketers should make efforts in the following areas: first, they should strive to make brand related topics more discussed and more informative when conducting community marketing. To increase the interest of consumers in discussing brand topics and attract more consumers to enter the circle of brand knowledge discussions; second, to enhance interaction with consumers and improve the quality of the relationship between brands and consumers; and third, to establish a trust relationship among members. Make knowledge sharing more fluent.
【作者单位】：西安邮电大学经济与管理学院;西安建筑科技大学管理学院;
【基金】：陕西省教育厅科学研究项目计划“基于数据挖掘的C2C电子商务欺诈识别研究”(项目编号:12JK0049)的部分研究成果
【分类号】：F273.2

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