基于网络环境的品牌社区关系对消费者购买意愿影响的实证研究

发布时间：2019-01-05 14:18

【摘要】：目前，社会化网络与Web2.0技术呈现出迅猛的发展势头，企业运作模式与网络社区便由此诞生。国内外一些研究学者认为品牌社区的建设为品牌提供了一个独特的机会来培养他们与消费者的关系，从而稳固品牌的竞争优势，是互联网时代下的新兴营销模式。据商业的实证结果显示，借助于网络品牌社区，企业可在网络建设的过程中确立消费者的主导地位，这就有利于他们间良好关系的发展，进而提高其购买率。因此，越来越多的企业认识到了网络品牌社区作为关系营销沟通杠杆的优势。品牌社区在给企业创造另外的交流窗口的同时，还在一定程度上确保了用户的忠诚度。这些客户花费时间和精力去从事与消费相关的活动并与他人分享知识，从而提高了总体知识水平并贡献于特定的产品及其附属品。现阶段，我国在该层面中的研究与国外还仍有差距，理论与实证分析尚在发展初期，且较少分析网络品牌社区对购买者消费行为的影响机制。本文以虚拟品牌社区内部的品牌关系为视角，回顾并梳理品牌社区、品牌信任和购买意愿的文献，最终的目标是采用实证研究的方法来阐释基于网络的品牌社区“消费者中心模型”的要素（即消费者和品牌、产品、企业和其他成员之间的关系）如何能够影响消费者购买意愿。通过对比目前中外学者的研究，引入单维度变量品牌信任作为中介变量。基于理论模型，已对300名网络品牌社区消费者进行了实际调研，并对数据运用相关和回归等方法进行分析，研究结果表明：依托网络环境的背景，在品牌社区中科学构建消费者与产品、品牌、企业，以及与其他成员的四大关系，可在一定程度上增强品牌信任度，并且品牌信任对消费者购买意愿也有显著正向的影响。同时，研究发现品牌信任在转化品牌社区中元素间的交互关系到消费者购买意愿的过程中起到中介的作用。通过实证研究，本文对市场营销实践的启示和未来的展望也进行了讨论。主要贡献有：第一，了解在某种程度上，一个基于网络环境的品牌社区能为其成员提供好处。不仅促进了信息共享并加强了顾客彼此间的联盟，也巩固了消费者与品牌、产品、企业和其他成员的关系，更促进了购买意愿；第二，分析结果为深入探究消费者行为影响因素提供了坚实的理论基础，，也有助于企业积极探索品牌社区化的新型营销方式和策略；第三，强调了社交网络的重要性，未来充分发挥社交性，将互动和分享作为品牌社区用户的主要行为，使关系网得到最大化利用。因此有理由相信，网络品牌社区将会在未来市场营销中占有举足轻重的地位，并且为消费者和生产者之间的市场价值开发来释放新的活力。
[Abstract]:At present, social network and Web2.0 technology show a rapid development momentum, enterprise operation mode and network community is born. Some scholars at home and abroad believe that the construction of brand community provides a unique opportunity for the brand to cultivate their relationship with consumers, so as to stabilize the competitive advantage of the brand, which is a new marketing model in the Internet era. According to the empirical results of business, with the help of network brand community, enterprises can establish the dominant position of consumers in the process of network construction, which is conducive to the development of good relations between them, and then to improve their purchase rate. Therefore, more and more enterprises realize the advantage of network brand community as the leverage of relationship marketing communication. Brand community creates additional communication windows for enterprises, but also ensures customer loyalty to a certain extent. These clients spend time and effort on consumption-related activities and sharing knowledge with others, thus improving the overall level of knowledge and contributing to specific products and accessories. At this stage, there is still a gap between China and foreign countries in the research on this level. The theoretical and empirical analysis is still in the early stage, and less analysis of the impact of online brand community on consumer behavior of purchasers. From the perspective of brand relationship within virtual brand community, this paper reviews and combs the literature on brand community, brand trust and purchase intention. The ultimate goal is to use an empirical approach to explain the elements of the Web-based brand community "consumer center model" (that is, consumers and brands, products, etc. How the relationship between the business and other members can influence consumers' willingness to buy. By comparing the current researches of Chinese and foreign scholars, single-dimensional brand trust is introduced as intermediary variable. Based on the theoretical model, 300 consumers of online brand community have been investigated and analyzed by using the methods of correlation and regression. The results show that: relying on the background of the network environment, The scientific construction of the four relationships between consumers and products, brands, enterprises, and other members in the brand community can enhance brand trust to a certain extent, and brand trust also has a significant positive impact on consumers' willingness to buy. At the same time, it is found that brand trust plays an intermediary role in the process of transforming the interaction between elements in brand community to consumers' purchase intention. Through empirical research, this paper also discusses the implications of marketing practice and prospects for the future. The main contributions are: first, to understand that, to some extent, a network-based brand community can provide benefits for its members. It not only promotes the sharing of information and strengthens the alliance among customers, but also consolidates the relationship between consumers and brands, products, enterprises and other members, and promotes the willingness to buy. Second, the analysis results provide a solid theoretical basis for further exploring the influencing factors of consumer behavior, and also help enterprises actively explore new marketing methods and strategies of brand community. Thirdly, the importance of social network is emphasized. In the future, interaction and sharing are regarded as the main behaviors of the users of brand community, so that the relationship can be maximized. Therefore, it is reasonable to believe that the online brand community will play an important role in the future marketing and release new vitality for the development of market value between consumers and producers.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F713.55

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