在线品牌社群中公民行为对品牌忠诚的影响研究
发布时间：2019-05-08 06:14
【摘要】：近年来,品牌社群的作用在消费者市场上逐渐显现出来,越来越多的企业开始关注品牌社群的影响力,并且纷纷把目光转向品牌社群的建立和维护上。伴随着“互联网+”的强劲发展态势,其应用领域也得到不断的延伸和拓展。借此良好的发展机遇,许多传统的品牌社群开始把虚拟的网络空间作为自身发展的有利平台,因此一大批在线品牌社群应运而生。这种新业态形式下的品牌社群超越了时间和空间的制约,显示出更强大的生机和活力。目前,在线品牌社群日渐发展成为维护企业和消费者关系的有效营销媒介,因此它们不仅受到了企业的普遍青睐,而且引起了学术界的广泛关注。伴随着消费者是企业“兼职员工”的观点得到广泛传播,消费者的公民行为引起企业的普遍关注并日渐发展成为社群蓬勃发展以及企业经营成败的关键。而综观国内外学者对于在线品牌社群的研究发现,他们更多关注的是消费者的角色内行为(如购买意愿及购买行为等),却忽略了消费者的角色外行为即公民行为。而且对于品牌忠诚的研究,学者们多从体验理论、价值理论以及认同理论等视角出发,几乎没有涉及公民行为视角。由此可见,在在线品牌社群情境下探讨消费者的公民行为对品牌忠诚的影响作用具有一定的理论和现实意义。本研究首先对在线社群和品牌社群领域的中外文献进行了梳理,并在此基础上创新性地引入了公民行为理论和社会资本理论。据此,本研究构建了在线品牌社群情境下公民行为对品牌忠诚影响的概念模型并提出假设。实证分析部分采用Spss19.0对回收的186份有效问卷进行数据分析,从而逐一验证假设。实证研究结果表明:(1)在线品牌社群情境下,社群成员积极实施的公民行为(社群参与以及利他主义)能够正向影响在线品牌社群社会资本(人际信任以及互惠规范)。(2)在线品牌社群情境下,社群中的社会资本(人际信任以及互惠规范)能够正向影响成员的社群认同感。(3)在线品牌社群情境下,社群中的社会资本(人际信任以及互惠规范)能够正向影响成员的社群承诺。(4)在线品牌社群情境下,成员的社群认同和社群承诺能够正向影响他们的品牌忠诚。因此,公民行为(社群参与以及利他主义)通过社会资本(人际信任以及互惠规范)对成员的社群认同以及社群承诺产生积极地促进作用,并最终促成品牌忠诚。本研究通过把公民行为理论以及社会资本理论引入在线品牌社群,对之前的相关研究进行了丰富和拓展,同时也有助于企业充分发挥在线品牌社群的营销作用。
[Abstract]:In recent years, the role of brand community gradually appeared in the consumer market, more and more enterprises began to pay attention to the influence of brand community, and turned their attention to the establishment and maintenance of brand community. With the strong development of the Internet, its application field has been continuously extended and expanded. Taking advantage of this good development opportunity, many traditional brand communities began to regard virtual cyberspace as a favorable platform for their own development, so a large number of online brand communities emerged as the times require. This form of new business type brand community beyond the constraints of time and space, showing a stronger vitality and vitality. At present, the online brand community has become an effective marketing medium to maintain the relationship between enterprises and consumers. Therefore, they have not only been generally favored by enterprises, but also attracted wide attention of the academic community. Along with the widespread dissemination of the idea that consumers are part-time employees of enterprises, the citizen behavior of consumers has aroused widespread concern and become the key to the flourishing development of the community and the success or failure of enterprises. Taking a comprehensive look at the research of online brand community at home and abroad, it is found that they pay more attention to the role of consumers (such as purchase intention and buying behavior), but ignore the role of non-professional behavior namely citizenship behavior. And the research of brand loyalty, scholars mostly from the experience theory, value theory and identity theory and other perspectives, almost no citizen behavior perspective. It can be seen that it is of theoretical and practical significance to explore the impact of consumer citizenship on brand loyalty in the context of online brand community. This research first combs the domestic and foreign documents in the field of online community and brand community, and on this basis innovatively introduces the theory of citizenship behavior and the theory of social capital. Based on this, this paper constructs a conceptual model of the impact of citizenship behavior on brand loyalty in online brand community, and puts forward some hypotheses. In the part of empirical analysis, Spss19.0 is used to analyze the data of 186 valid questionnaires, so as to verify the hypothesis one by one. The empirical results show that: (1) in the context of online brand community, Active civic behaviour by community members (community participation and altruism) can positively influence the social capital of online brand communities (interpersonal trust and reciprocity norms). (2) in the context of online brand communities, Social capital (interpersonal trust and reciprocity norms) in the community can positively affect members' sense of community identity. (3) in the context of online brand community, The social capital (interpersonal trust and reciprocity norm) in the community can positively affect the community commitment of members. (4) in the online brand community context, the community identity and community commitment of members can positively affect their brand loyalty. Therefore, civic behavior (community participation and altruism) positively promotes members' community identity and community commitment through social capital (interpersonal trust and reciprocity norms), and ultimately promotes brand loyalty. By introducing citizenship behavior theory and social capital theory into the online brand community, this research enriches and expands the previous research, and also helps enterprises to give full play to the marketing role of online brand community.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274
本文编号：2471680
[Abstract]:In recent years, the role of brand community gradually appeared in the consumer market, more and more enterprises began to pay attention to the influence of brand community, and turned their attention to the establishment and maintenance of brand community. With the strong development of the Internet, its application field has been continuously extended and expanded. Taking advantage of this good development opportunity, many traditional brand communities began to regard virtual cyberspace as a favorable platform for their own development, so a large number of online brand communities emerged as the times require. This form of new business type brand community beyond the constraints of time and space, showing a stronger vitality and vitality. At present, the online brand community has become an effective marketing medium to maintain the relationship between enterprises and consumers. Therefore, they have not only been generally favored by enterprises, but also attracted wide attention of the academic community. Along with the widespread dissemination of the idea that consumers are part-time employees of enterprises, the citizen behavior of consumers has aroused widespread concern and become the key to the flourishing development of the community and the success or failure of enterprises. Taking a comprehensive look at the research of online brand community at home and abroad, it is found that they pay more attention to the role of consumers (such as purchase intention and buying behavior), but ignore the role of non-professional behavior namely citizenship behavior. And the research of brand loyalty, scholars mostly from the experience theory, value theory and identity theory and other perspectives, almost no citizen behavior perspective. It can be seen that it is of theoretical and practical significance to explore the impact of consumer citizenship on brand loyalty in the context of online brand community. This research first combs the domestic and foreign documents in the field of online community and brand community, and on this basis innovatively introduces the theory of citizenship behavior and the theory of social capital. Based on this, this paper constructs a conceptual model of the impact of citizenship behavior on brand loyalty in online brand community, and puts forward some hypotheses. In the part of empirical analysis, Spss19.0 is used to analyze the data of 186 valid questionnaires, so as to verify the hypothesis one by one. The empirical results show that: (1) in the context of online brand community, Active civic behaviour by community members (community participation and altruism) can positively influence the social capital of online brand communities (interpersonal trust and reciprocity norms). (2) in the context of online brand communities, Social capital (interpersonal trust and reciprocity norms) in the community can positively affect members' sense of community identity. (3) in the context of online brand community, The social capital (interpersonal trust and reciprocity norm) in the community can positively affect the community commitment of members. (4) in the online brand community context, the community identity and community commitment of members can positively affect their brand loyalty. Therefore, civic behavior (community participation and altruism) positively promotes members' community identity and community commitment through social capital (interpersonal trust and reciprocity norms), and ultimately promotes brand loyalty. By introducing citizenship behavior theory and social capital theory into the online brand community, this research enriches and expands the previous research, and also helps enterprises to give full play to the marketing role of online brand community.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274
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