虚拟品牌社区关系对虚拟品牌社区价值影响的实证研究

发布时间：2019-02-16 15:51

【摘要】：品牌是企业重要的无形资产,良好的品牌形象与知名度能够帮助企业持续的吸引消费者,增强企业的竞争能力,众多学者也对如何提高企业的品牌价值做了广泛的研究。在现今这个互联网飞速发展的时代,电商销售爆发式的发展也吸引了众多企业与消费者的注意力,消费者每年通过网络购物所产生的消费量在迅速的增长,互联网为企业宣传自身、吸引消费者提供了许多新的方法。虚拟品牌社区以网络为基础,以品牌为核心,是消费者与产品、品牌、企业相连接的的纽带,现在,人们常说“无粉丝,不品牌”,如何建立良好的虚拟品牌社区,利用好粉丝经济,扩大企业知名度成为了众多企业所面对的问题。虚拟品牌社区既然在消费者、产品、品牌、企业间起连接作用,那这四者间的相互关系对于虚拟品牌社区的价值有何种影响呢?基于对以上问题的思考,本文以虚拟品牌社区关系作为切入点,主要研究虚拟品牌社区关系、虚拟品牌社区参与行为以及虚拟品牌社区价值的影响机制。本文总结了前人对于虚拟品牌社区的研究的相关内容,从虚拟社区、品牌社区入手,分析了虚拟品牌社区的特点及其中的关系,建立了“虚拟品牌社区关系-虚拟品牌社区参与行为-虚拟品牌社区价值”模型,并通过实证研究来验证模型的影响机制。其中虚拟品牌社区关系包括消费者-产品关系,消费者-品牌关系,消费者-企业关系,消费者-其他消费者四个维度,虚拟品牌社区参与行为与虚拟品牌社区价值均为单维度。本文采用问卷调查的方式进行实证研究,对数据运用SPSS、AMOS软件进行分析,结果表明:虚拟品牌社区关系均对虚拟品牌社区价值有显著的正向影响,虚拟品牌社区参与行为在其中起部分中介作用。根据研究结果,本文在最后对企业提出了几点维护虚拟品牌社区的建议,并对未来的发展方向进行了展望。本研究的创新之处在于,以虚拟品牌社区关系为着眼点,探讨了四个维度对虚拟品牌社区价值的影响机制,并验证了虚拟品牌社区参与行为在其中的中介作用。
[Abstract]:Brand is an important intangible asset of enterprises. Good brand image and popularity can help enterprises to attract consumers and enhance the competitiveness of enterprises. Many scholars have done extensive research on how to improve the brand value of enterprises. In this era of rapid development of the Internet, the explosive development of e-commerce sales has also attracted the attention of many enterprises and consumers, the annual consumer shopping through the Internet generated by the rapid growth of consumption, The Internet provides many new ways for businesses to promote themselves and attract consumers. Virtual brand community is based on network and brand as the core. It is the link between consumers and products, brands and enterprises. Nowadays, people often say, "No fans, no brands", how to establish a good virtual brand community, Making good use of fan economy and expanding the reputation of enterprises has become the problem faced by many enterprises. Since the virtual brand community plays a connecting role among consumers, products, brands and enterprises, how does the relationship between these four affect the value of the virtual brand community? Based on the above problems, this paper takes the virtual brand community relationship as the breakthrough point, mainly studies the virtual brand community relationship, the virtual brand community participation behavior and the virtual brand community value influence mechanism. This paper summarizes the related contents of predecessors' research on virtual brand community, starting with virtual community and brand community, analyzes the characteristics of virtual brand community and the relationship between virtual brand community and virtual brand community. The model of "virtual brand community relationship-virtual brand community participation behavior-virtual brand community value" is established, and the influence mechanism of the model is verified by empirical research. The virtual brand community relationship includes four dimensions: consumer-product relationship, consumer-brand relationship, consumer-enterprise relationship, consumer-other consumers. The participation behavior of virtual brand community and the value of virtual brand community are all single dimensions. This paper makes an empirical study by questionnaire, and analyzes the data by using SPSS,AMOS software. The results show that the relationship between virtual brand community and virtual brand community has a significant positive impact on the value of virtual brand community. Virtual brand community participation in which part of the intermediary role. According to the research results, this paper puts forward some suggestions to the enterprises to maintain virtual brand community, and looks forward to the future development direction. The innovation of this study is that, taking the relationship of virtual brand community as the starting point, this paper probes into the influence mechanism of four dimensions on the value of virtual brand community, and verifies the intermediary function of virtual brand community participation behavior.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F724.6

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