基于SNS虚拟社区的互动对消费者品牌认知的影响研究

发布时间：2018-01-11 12:16

本文关键词：基于SNS虚拟社区的互动对消费者品牌认知的影响研究　出处：《南京理工大学》2012年硕士论文　论文类型：学位论文

【摘要】：品牌认知是企业品牌资产的一个重要组成部分,越来越多的学者和企业家认识到了品牌认知对塑造品牌的重要作用。SNS虚拟社区的兴起与热门,及这个平台的高度互动使得人们开始关注这一网络互动平台。许多企业利用SNS虚拟社区的互动开展互动活动,并取得了非凡的成绩,这使学者和企业家认识到在SNS虚拟社区开展营销活动是提高消费者品牌认知的一个新的重要的手段。现在国内关于基于SNS虚拟社区的互动对消费者品牌认知的影响的实证研究比较缺乏。本文主要以SNS虚拟社区为研究平台,其参与互动的社区成员为研究对象,通过对相关理论的收集和研究,以基于SNS虚拟社区的互动效用为中间变量,探讨基于SNS虚拟社区的互动对消费者品牌认知的影响。本文通过文献资料的收集,结合前人成熟的研究结果,将基于SNS虚拟社区的互动的维度设置为4个：互动场所、互动内容、互动特性和互动方式。然后在此基础上,提出各个维度的变量,其中互动场所的变量包括准确定位、制定化、规范化和技术保证,互动特性的变量是身份真实性和虚拟性,互动方式的变量有四个——同步／异步互动和单人／多人互动,互动内容包括工具互动和人际互动两个变量。其次,对中间变量互动效用的维度设计参考了成熟的研究结果,从社区成员参与互动活动的需求出发,将其维度设置为功能性效用、社会性效用和心理性效用、其中功能性效用的变量是信息获取和娱乐体验,社会性效用包括信任和社会规范两个变量,而心理性效用的变量是爽体验和认同感。最后,对因变量消费者品牌认知的评价指标,本研究从品牌认知的内涵出发,参考了BAV提出了评价消费者品牌认知的四个基本元素——差异性、相关性、尊重度和认知度,提出了品牌认知的四个问项。本文运用SPSS19.0软件和LISREL8.7软件对收集的数据分别进行信度和效度分析,相关及回归分析,得出基于SNS虚拟社区的互动效用的社会性效用和心理性效用正面积极地影响着消费者的品牌认知,信任、社会规范和认同感对消费者的品牌认知有正向的显著的影响,而功能性效用,信息获取、娱乐体验和爽体验对消费者的品牌认知没有显著的影响。基于SNS虚拟社区的互动的各维度分别对互动效用及其维度的影响不一样。其中互动内容和互动场所对互动效用及其维度有正向的显著的影响,而互动方式对互动效用及心理性效用有负向的影响。互动特性对互动效用、功能性效用、社会性效用和心理性效用没有显著性的影响。互动方式对功能性效用和社会性效用没有显著性的影响。最后,结合本研究的相关实证结论,就企业如何在SNS虚拟社区实行互动活动,从而提高消费者的品牌认知提出一些营销启示。
[Abstract]:Brand cognition is an important part of enterprise brand equity. More and more scholars and entrepreneurs realize the importance of brand recognition to brand shaping. The rise and popularity of virtual community SNS. And the high level of interaction of this platform makes people begin to pay attention to this network interactive platform. Many enterprises use the interaction of SNS virtual community to carry out interactive activities, and have made remarkable achievements. This makes scholars and entrepreneurs realize that marketing activities in SNS virtual community is a new and important means to enhance consumers' brand awareness. There is a lack of empirical research on the impact of cognition. This paper mainly takes SNS virtual community as the research platform. Through the collection and research of the relevant theories, the interactive utility of the virtual community based on SNS is the intermediate variable. To explore the impact of SNS-based virtual community interaction on consumer brand recognition. In this paper, through the collection of literature, combined with the previous mature research results, the interactive dimension based on SNS virtual community is set to four: interactive place, interactive content. Then on this basis, the variables of each dimension are put forward, among which, the variables of the interactive place include accurate positioning, standardization, standardization and technical guarantee. The variables of interaction feature are identity authenticity and fictitious. There are four variables in the mode of interaction: synchronous / asynchronous interaction and single / multi-person interaction. The interactive content includes two variables: tool interaction and interpersonal interaction. According to the mature research results, the dimension design of interactive utility of intermediate variables is set up as functional utility, social utility and psychological utility from the needs of community members to participate in interactive activities. The functional utility variables are information acquisition and entertainment experience, the social utility includes trust and social norms, while the psychological utility variables are cool experience and identity. Finally. For the evaluation index of dependent variable consumer brand cognition, this study starts from the connotation of brand cognition, referring to BAV put forward four basic elements to evaluate consumer brand cognition-difference, relevance. Respect degree and recognition degree, put forward four questions of brand cognition. In this paper, SPSS19.0 software and LISREL8.7 software were used to analyze the reliability and validity of the collected data, correlation and regression analysis. It is concluded that the social utility and psychological utility of interactive utility based on SNS virtual community positively affect the brand cognition and trust of consumers. Social norms and identity have a positive and significant impact on consumer brand awareness, while functional utility, information acquisition. Entertainment experience and cool experience have no significant influence on consumers' brand cognition. Each dimension of interaction based on SNS virtual community has different influence on interactive utility and dimension. Among them, interactive content and interactive place are different. It has a positive and significant effect on the interactive utility and its dimensions. The interactive mode has a negative effect on the interactive utility and psychological utility. The interactive characteristics have a negative impact on the interactive utility and the functional utility. Social utility and psychological utility have no significant impact. Interaction mode has no significant impact on functional utility and social utility. Finally, combined with the empirical results of this study. This paper puts forward some marketing enlightenments on how to implement the interactive activities in the SNS virtual community so as to improve the consumers' brand cognition.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F49;F224

【引证文献】