虚拟品牌社区感知价值对新产品购买意愿的影响机制——基于群体认同和品牌认同的双中介视角

发布时间：2018-01-02 11:25

本文关键词：虚拟品牌社区感知价值对新产品购买意愿的影响机制——基于群体认同和品牌认同的双中介视角　出处：《中国流通经济》2017年02期 　论文类型：期刊论文

【摘要】：随着移动互联技术和虚拟经济的日益发展,虚拟品牌社区在现代品牌营销中所发挥的作用越来越大。基于顾客感知价值视角,研究虚拟品牌社区通过群体认同和品牌认同对消费者新产品购买意愿的影响发现,虚拟品牌社区感知价值对新产品购买意愿的影响包括直接机制、间接机制两种。其中,直接影响机制指虚拟品牌社区感知价值直接正向影响消费者新产品购买意愿,间接影响机制指虚拟品牌社区感知价值通过群体认同与品牌认同间接影响新产品购买意愿,且在虚拟品牌社区环境下,顾客感知价值是群体认同和品牌认同的重要影响因素。为更好地提高虚拟品牌社区感知价值对新产品购买意愿的影响,要求虚拟品牌社区重视消费者的各种需求,积极建设、完善社区的各种功能,主动提供消费者所需要的各种价值,促使消费者自发成为品牌的推广者;要求企业在虚拟品牌社区实际运营中提供便利条件,积极促进消费者对虚拟品牌社区和品牌的认同。
[Abstract]:With the development of mobile interconnection technology and virtual economy, virtual brand community plays a more and more important role in modern brand marketing. Through the study of the influence of group identity and brand identity on consumers' willingness to buy new products, the virtual brand community perceived value has direct influence on the purchase intention of new products. There are two kinds of indirect mechanism. Among them, the direct influence mechanism refers to the perceived value of virtual brand community directly and positively affects consumers' willingness to buy new products. Indirect impact mechanism refers to the perceived value of virtual brand community through group identity and brand identity indirectly affect the purchase intention of new products, and in the virtual brand community environment. Customer perceived value is an important factor of group identity and brand identity. In order to improve the perceived value of virtual brand community on the purchase intention of new products. The virtual brand community is required to attach importance to the needs of consumers, actively build, improve the various functions of the community, actively provide all kinds of values that consumers need, and promote consumers to become brand promoters spontaneously; Enterprises are required to provide convenient conditions in the actual operation of virtual brand communities and actively promote consumers' recognition of virtual brand communities and brands.
【作者单位】：中国人民大学商学院;
【分类号】：F713.55
【正文快照】： 一、引言随着移动互联技术的发展与成熟,虚拟经济方兴未艾。对企业来讲,如何利用虚拟经济实现企业运营的多元化成为当前以及今后营销工作的重点。随着虚拟经济成为新的生活方式,随着品牌社区成为企业营销工作重点,虚拟品牌社区的地位就愈发显得重要了。虚拟品牌社区是传统品牌

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