基于强弱关系的品牌社群价值对品牌忠诚度影响的实证研究

发布时间：2018-05-04 18:19

本文选题：强弱关系 + 社群价值　；参考：《郑州大学》2017年硕士论文

【摘要】：品牌忠诚一直是学术界和实践界的关注热点,然而能够在竞争激烈的市场中保留忠诚客户愈加困难,品牌社群却给管理者提供了有效途径。移动互联网的发展和普及,实现人与人的自由聚合,凭借低成本、高效率的优势使社群交互的广度和深度得到了极大的提升,消费者能够很容易地根据对某品牌的喜爱以及个人的需求迅速寻找到自己所依附的品牌社群。社群内既存在高度活跃的强关系,也存在广泛相连的弱关系,关系强度的不同将会对社群成员的价值感知产生不同程度的影响,进而作用于品牌忠诚度的形成。在此背景下,本文基于社会网络理论中的强弱关系视角,研究社群价值对品牌忠诚度的作用机理。本研究的内容主要分为三个部分:首先,利用文献研究法,构建理论模型,提出研究假设。回顾梳理强弱关系、品牌社群、品牌社群价值和品牌忠诚度的相关理论研究,从价值性质和价值方向两个角度将社群价值划分为信息价值、财务价值、体验价值和社会价值四个维度,同时从品牌社群社会网络的本质出发将社会网络理论中的关系强度应用在品牌社群的研究中,构建基于强弱关系的品牌社群价值对品牌忠诚度影响的理论模型,同时提出相关假设。其次,利用调查研究法,对研究假设进行实证分析。主要调查对象是小米社群,采用SPSS21.0统计分析软件对收集的样本数据进行信度和效度检验、相关分析、聚类分析和回归分析。实证分析结果如下:信息价值、财务价值、体验价值和社会价值均对品牌忠诚度和社群意识有显著正向影响;社群意识对品牌忠诚度有显著正向影响;社群意识在信息价值和财务价值对品牌忠诚度的影响上起到完全中介作用;强关系在社群价值的四个价值维度对品牌忠诚度的影响上起到调节作用;而弱关系只在信息价值、体验价值和社会价值对品牌忠诚度的影响上起到调节作用。最后,本研究给企业和社群运营者提出建立品牌社群以完善企业战略、细分社群成员以达到精准服务和重视强弱关系以实现社群营销三条可行性建议,同时也提出了本研究的研究局限和未来的研究方向。本研究主要是从社会网络理论中的强弱关系视角探索社群价值对品牌忠诚度的影响,同时将社群价值细化为内在物质型的信息价值、外在物质型的财务价值、内在精神型的体验价值和外在精神型的社会价值,丰富以往的品牌忠诚度理论研究。
[Abstract]:Brand loyalty has always been the focus of attention in academia and practice. However, it is more and more difficult to retain loyal customers in the competitive market, but the brand community provides an effective way for managers. With the development and popularization of mobile Internet and the free convergence of people, the breadth and depth of community interaction have been greatly enhanced by the advantages of low cost and high efficiency. Consumers can easily find their own brand community based on their love of a brand and their personal needs. There are not only highly active strong relationships but also widely connected weak relationships within the community. The difference of relationship intensity will have a different impact on the value perception of community members and then affect the formation of brand loyalty. In this context, this paper studies the mechanism of community value on brand loyalty from the perspective of strong and weak relationship in social network theory. The content of this study is divided into three parts: firstly, using literature research method, the theoretical model is constructed and the research hypothesis is put forward. Reviewing and combing the relationship between strong and weak, brand community, brand community value and brand loyalty, the paper divides community value into information value and financial value from two angles of value nature and value direction. Experience value and social value are four dimensions. At the same time, from the essence of brand social network, the relationship strength of social network theory is applied to the research of brand community. A theoretical model of the influence of brand community value on brand loyalty based on the relationship between strong and weak is established, and the relevant assumptions are put forward. Secondly, the research hypothesis is empirically analyzed by the method of investigation and research. The main subjects were Xiaomi community. The reliability and validity, correlation analysis, cluster analysis and regression analysis of the collected sample data were tested by SPSS21.0 statistical analysis software. The results of empirical analysis are as follows: information value, financial value, experience value and social value have significant positive effects on brand loyalty and community consciousness, and community consciousness has significant positive influence on brand loyalty. Community consciousness plays a complete intermediary role in the influence of information value and financial value on brand loyalty; strong relationship regulates the influence of brand loyalty on the four value dimensions of community value, while weak relationship only plays an important role in information value. The effect of experience value and social value on brand loyalty is regulated. Finally, this study proposes three feasible suggestions for enterprises and community operators to establish brand community in order to perfect corporate strategy, to segment community members to achieve precision service and to attach importance to the relationship between strong and weak to realize community marketing. At the same time, the limitations of this study and the future research direction are also proposed. The purpose of this study is to explore the influence of community value on brand loyalty from the perspective of the relationship between strength and weakness in social network theory. At the same time, the community value is refined into the intrinsic material information value and the external material financial value. The experience value of the inner spirit type and the social value of the external spirit type enrich the previous brand loyalty theory research.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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