消费者参与虚拟品牌社区动机对其创新行为的影响研究

发布时间：2018-04-08 13:16

本文选题：虚拟品牌社区　切入点：参与动机　出处：《南京工业大学》2015年硕士论文

【摘要】：在信息网络时代,网络对于经济发展和企业经营的重要性日益凸显,网络营销已经成为企业营销的重要手段。与此同时,网络的普及,也带动了消费者消费模式的转变,越来越多的消费者倾向于从论坛、网络社区等网上交流平台获取信息、分享消费心得,并在网上进行购买行为。因而,通过虚拟品牌社区构建来维系消费者与企业品牌之间的关系已经成为众多企业关注的重点。本文从消费者参与虚拟品牌社区的动机出发,研究参与动机对其在社区内的创新行为的影响,同时引入社区认同这一中介变量,基于实证分析,研究参与动机、社区认同和创新行为三者之间的关系。本文基于已有的研究成果,构建出基于社区认同的消费者参与动机对创新行为的影响模型。分别分析参与动机、社区认同和创新行为三者之间的直接效应,以及社区认同在参与动机对创新行为的影响过程中的中介作用。本文选择了较为成熟的苹果社区为调查对象,在社区论坛、微信公众号、官方微博等途径收集研究所需数据,然后利用S P S S 1 9.0和A m o s 2 1.0进行实证研究,对问卷数据进行了信度和效度检验,然后进行相关性分析和多元回归分析来研究直接效应和中介效应。本研究将参与动机分为四个维度:信息动机、工具动机、娱乐动机和社交动机;将创新行为分为两个维度:信息共享和合作消费;将中介变量社区认同分为三个维度:社区归属、品牌认同和社区信任。通过实证研究,得出以下结论:(1)就参与动机对创新行为的直接效应来说:信息动机、工具动机和社交动机对信息共享均有正向影响;信息动机和工具动机对合作消费有正向影响。(2)就社区认同在参与动机对创新行为影响的中介作用来说:社区归属和品牌认同在参与动机对信息共享、合作消费的影响中均起中介作用;社区信任在参与动机对合作消费影响中起中介作用。本研究基于社区认同视角,来讨论消费者参与虚拟品牌社区动机对其创新行为的影响,具有一定的理论和实践意义。为企业在构建虚拟品牌社区、提高消费者对虚拟品牌社区的参与积极性、参与程度,以及促进消费者创新从而带动虚拟品牌社区创新具有一定的借鉴作用。
[Abstract]:In the era of information network, the importance of network for economic development and enterprise management is increasingly prominent, network marketing has become an important means of enterprise marketing.At the same time, the popularity of the network has also led to the transformation of consumer consumption patterns. More and more consumers tend to obtain information from online communication platforms such as forums and online communities, share consumer experiences, and purchase behavior on the Internet.Therefore, to maintain the relationship between consumers and enterprise brands through the construction of virtual brand community has become the focus of many enterprises.From the perspective of consumers' motivation to participate in virtual brand community, this paper studies the influence of participation motivation on their innovative behavior in the community, and introduces community identity as an intermediary variable to study participation motivation based on empirical analysis.The relationship between community identity and innovation behavior.Based on the existing research results, this paper constructs a model of the impact of consumer participation motivation on innovation behavior based on community identity.This paper analyzes the direct effect of participation motivation, community identity and innovation behavior, as well as the intermediary role of community identity in the process of the influence of participation motivation on innovation behavior.In this paper, the more mature apple community is selected as the research object, and the necessary data are collected in community forum, WeChat Official account and official Weibo, and then the empirical research is carried out by using S P S 19. 0 and A m o s 21. 0, respectively.The reliability and validity of questionnaire data were tested, and then the direct effect and intermediary effect were studied by correlation analysis and multiple regression analysis.This study divides participation motivation into four dimensions: information motivation, instrumental motivation, entertainment motivation and social motivation, innovation behavior is divided into two dimensions: information sharing and cooperative consumption;The intermediary variable community identity is divided into three dimensions: community ownership, brand identity and community trust.From the empirical study, we can draw the following conclusion: information motivation, instrumental motivation and social motivation have positive effects on information sharing in terms of the direct effect of participation motivation on innovation behavior;Information motivation and instrumental motivation have positive influence on cooperative consumption. (2) as to the intermediary role of community identity in the influence of participation motivation on innovation behavior, community ownership and brand identity have positive influence on cooperative consumption.Community trust plays an intermediary role in the influence of cooperative consumption, and community trust plays an intermediary role in the influence of participation motivation on cooperative consumption.This study is based on the perspective of community identity to discuss the impact of consumer participation in virtual brand community motivation on its innovative behavior, which has theoretical and practical significance.It is helpful for enterprises to construct virtual brand community, to improve consumers' enthusiasm and degree of participation in virtual brand community, and to promote consumer innovation so as to promote virtual brand community innovation.
【学位授予单位】：南京工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

【参考文献】