虚拟品牌社区中社会临场感对品牌承诺的影响研究

发布时间：2018-04-24 07:06

本文选题：社会临场感 + 社区认同　；参考：《山东大学》2017年硕士论文

【摘要】：互联网技术的快速发展,为消费者与消费者、消费者与企业之间相互沟通提供了非常大的便利性和趣味性,但不可否认的是它也剥夺了虚拟网络空间内成员之间直接的社会接触。在虚拟的网络空间中,企业如何维系与消费者之间的良好关系,提升消费者对品牌的忠诚度和美誉度,是网络沟通背景下的企业需要认真思考的问题。近年来,陆续有研究者关注虚拟网络空间内的社会临场感,并通过不同的视角来探究个体在虚拟网络空间中社会临场感缺失及补偿的问题,但在营销领域,对于虚拟品牌社区内社会临场感对成员态度与行为的作用机理的揭示还未被有效关注。为此,本研究在对社会临场感理论、社区认同理论和品牌承诺的相关文献进行回顾和梳理的基础上,构建了社会临场感对品牌承诺影响的理论框架,探究虚拟品牌社区中其他成员的虚拟临场对个体对所在社区和品牌态度倾向的影响机制,主要内容包括:第一,在对相关文献进行梳理和评述的基础上,本研究将社会临场感界定义为在虚拟品牌社区中内部成员对其他社区成员的共在意识,同时伴随着相互之间在情感和认知方面的契合,并将其分为意识社会临场感、情感社会临场感和认知社会临场感三个维度。第二,基于社会临场感理论,本研究构建了虚拟品牌社区环境下社会临场感对社区成员对社区和品牌态度的助长机理模型,并通过520份有效问卷进行检验。实证结果表明,社会临场感的三个维度分别通过社群认同、品牌认同这两个中介变量间接影响社区内成员对品牌关系的承诺。本研究的创新点主要体现在:一是将广泛应用于虚拟学习社区的社会临场感引入营销情境,揭示了其结构维度,拓展了其应用领域;二是构建并验证了社会临场感对虚拟品牌社区成员品牌态度的作用机理,证实了虚拟品牌社区中环境变量对个体心理的作用机制;三是为网络营销背景下的企业有效开展虚拟品牌社区管理提供了理论依据和实践借鉴。
[Abstract]:The rapid development of Internet technology has provided great convenience and interest for consumers and consumers, consumers and enterprises to communicate with each other. But there is no denying that it also deprives the members of virtual cyberspace of direct social contact. In the virtual cyberspace, how to maintain a good relationship with consumers and enhance the loyalty and reputation of consumers is a problem that enterprises need to seriously consider under the background of network communication. In recent years, some researchers pay more and more attention to the sense of social presence in virtual cyberspace, and through different perspectives to explore the lack of social sense of presence and compensation in virtual cyberspace, but in the field of marketing, The mechanism of social presence in virtual brand community to the attitude and behavior of its members has not been paid much attention to. Therefore, on the basis of reviewing and combing the theory of social presence, the theory of community identity and brand commitment, this study constructs the theoretical framework of the influence of social presence on brand commitment. This paper explores the influence mechanism of the virtual presence of other members of the virtual brand community on the individual's attitude towards the community and brand. The main contents are as follows: first, on the basis of combing and commenting on the relevant literature, In this study, the community of social presence is defined as the co-consciousness of the internal members of the virtual brand community to other community members, accompanied by the mutual emotional and cognitive agreement, and it is divided into conscious social sense of presence. Emotional social presence and cognitive social presence three dimensions. Secondly, based on the theory of social sense of presence, this study constructs a model of promoting mechanism of social presence to community members' attitude towards community and brand under virtual brand community environment, and tests it by 520 valid questionnaires. The empirical results show that the three dimensions of social presence affect the commitment of community members to brand relationship indirectly through community identity and brand identity. The main innovations of this study are as follows: firstly, the social presence which is widely used in the virtual learning community is introduced into the marketing situation, which reveals its structural dimension and expands its application field; Second, it constructs and verifies the mechanism of social presence to the brand attitude of virtual brand community members, and confirms the action mechanism of environmental variables on individual psychology in virtual brand community. Third, it provides theoretical basis and practical reference for enterprises to carry out virtual brand community management effectively under the background of network marketing.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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