豆瓣“国货护肤”小组互动

发布时间：2018-04-03 01:17

本文选题：虚拟品牌社群　切入点：互动　出处：《云南大学》2015年硕士论文

【摘要】：以共同的喜好为基础,豆瓣用户中国产护肤品的爱好者集结在一起形成虚拟品牌社群。在经济学里,他们是国产护肤品的消费者族群,是国产护肤品的潜在市场,对企业而言意味着销售区域和销量。在传播学里,他们构成社群,通过社群互动传递信息产生意义。本文拟通过对豆瓣“国货护肤”小组的观察,以小组成员间的互动为研究重点,对互动的参与者、互动的内容、互动信息的转换以及社群的维系进行分析。研究采用内容分析法进行,在总结前人研究成果的基础之上开展实证研究。在理论方面,主要参考了虚拟品牌社群的研究和社群互动的研究。由于传统的虚拟品牌社群研究对象是具体的某一个品牌的爱好者构成的社群,与本文的研究对象有所不同,因此在研究的过程中以既有研究为参照,结合实际观察到的情况进行分析。实证研究部分主要采用内容分析的方法,选择“国货护肤”小组自成立以来七年时间内回帖量大于或等于100的帖子作为样本进行分析。通过研究发现：第一,“国货护肤”小组由社群管理者、互动参与者构成。按照参与互动时行为表现的不同,可将互动参与者分为：经验意见分享者、信息询问者、互动交流者、购买行动组织者、信息呼应者；第二,以参与者互动行为的划分为基础,互动内容可分为信息分享类、问题解决类、普通交流类、购买意向类四大类；第三,小组成员通过互动传播口碑信息,通过组织产品购买实现虚拟交流向实际消费行为的转换；最后,互动是维系社群的保障,成员的归属感和责任感是促使他们通过互动保持小组活力的内部因素,成员行为规范的设立、网站即时聊天工具以及点赞功能则是保障小组维持良性互动的外部因素。
[Abstract]:On the basis of common preferences, Douban users of Chinese skin care fans gathered together to form a virtual brand community.In economics, they are the consumer population of domestic skin care products, the potential market for domestic skin care products, which means sales and sales for businesses.In communication, they form a community that communicates meaning through community interaction.Based on the observation of Soybean skin Care Group, this paper focuses on the interaction among the members of the group, and analyzes the participants, the content of the interaction, the transformation of the interactive information and the maintenance of the community.The research adopts content analysis method and carries out empirical research on the basis of summarizing previous research results.In theory, we mainly refer to the research of virtual brand community and community interaction.Because the traditional virtual brand community research object is the community composed by the fans of a specific brand, it is different from the research object of this paper, so in the course of the research, the existing research is taken as the reference.Combined with the actual observation of the situation to carry out the analysis.The empirical study mainly adopts the method of content analysis and selects the posts with a response quantity of more than or equal to 100 in the seven years since the establishment of the "domestic skin Care" team as samples for analysis.The findings are as follows: first, the local skin care group consists of community managers and interactive participants.According to the behavior of interactive participants, they can be divided into: experience-sharing person, information inquiry person, interactive communicator, purchasing action organizer, information responder; second, based on the division of participants' interactive behavior.Interactive content can be divided into four categories: information sharing, problem solving, general communication, purchase intention; third, group members can communicate word of mouth information through interactive communication, and realize the transformation from virtual communication to actual consumption behavior through organizing product purchase.Finally, interaction is to maintain the security of the community, members' sense of belonging and responsibility are the internal factors that enable them to maintain the vitality of the group through interaction, and the establishment of norms of conduct for members.Instant messaging and likes are the external factors that ensure the team to maintain positive interaction.
【学位授予单位】：云南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F724.6;G206

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