虚拟品牌社群互动对产品购买决策的影响

发布时间：2018-05-05 17:04

本文选题：虚拟品牌社群 + 信息互动　；参考：《江西财经大学》2017年硕士论文

【摘要】：如今,随着互联网技术的突飞猛进发展,“品牌消费”慢慢成为消费者所热衷的消费理念。具有使用共同品牌而形成的社会关系就形成了“品牌社群”。品牌社群作为商家的经营方式,能够聚拢品牌的用户,提高用户的品牌认知与忠诚。虚拟品牌社群作为品牌社群在互联网中的一种特征,它不再像以往社群那样受时间和空间的局限,在这样的社群中融入了更多拥有相同价值观和喜好的用户。虚拟品牌社群是由特定产品品牌为焦点形成的某种群体,社群成员通过BBS或特定的沟通方式相互沟通相易产品信息和亲身体验,例如,小米社群、“罗辑思维”社群、“越野e族”社群、“秋叶PPT”社群等等。本文首先从虚拟品牌社群相关概念出发,以社群互动为自变量,社群意识为中介变量,产品购买决策为因变量,构建虚拟品牌社群下的社群互动对产品购买决策的影响模型,对虚拟品牌社群中的信息互动与人际互动如何通过中介变量社群意识对用户的产品购买决策产生影响的机理进行分析。经过设计论证,主要总结出以下观点:(1)虚拟品牌社群互动能够对用户的产品购买决策产生直接的影响,中介变量社群意识也具有不同程度的中介作用。(2)社群互动对购买决策的影响研究中,社群归属作用最大,其次是社群信任,最后是社群满意。(3)提出了关于提升虚拟品牌社群互动中用户购买决策的建议,第一,从虚拟品牌社群建设方面出发,主要包括软硬件的开发;第二,从虚拟品牌社群管理方面,主要包括引导成员的参与和建立良好的激励机制;第三,从风险控制角度,为消费者提供一个比较稳定安心的购物环境。
[Abstract]:Nowadays, with the rapid development of Internet technology, brand consumption has gradually become a popular consumer concept. Social relations formed by the use of a common brand form a "brand community". Brand community, as a business management mode, can gather brand users and improve their brand awareness and loyalty. As a characteristic of brand community in the Internet, virtual brand community is no longer limited by time and space as before, and more users with the same values and preferences are included in such community. The virtual brand community is a group of people focused on specific product brands. Members of the community communicate with each other through BBS or specific communication methods to exchange product information and experience, for example, the Xiaomi community, the "Luo Ji thinking" community. Cross country e community, autumn leaf PPT community and so on. This paper starts from the concept of virtual brand community, takes community interaction as independent variable, community consciousness as intermediary variable, product purchase decision as dependent variable, and constructs the model of influence of community interaction on product purchase decision in virtual brand community. This paper analyzes the mechanism of how information interaction and interpersonal interaction in virtual brand community affect users' product purchase decisions through community awareness of intermediary variables. Through the design demonstration, the following views are summarized: 1) the interaction of virtual brand community can have a direct impact on the product purchase decision of the user. In the study of the influence of community interaction on purchasing decision, the effect of community ownership is the most important, followed by community trust. Finally, the author puts forward some suggestions on how to promote the user purchase decision in the interaction of virtual brand community. Firstly, from the aspect of virtual brand community construction, it mainly includes the development of software and hardware; second, from the aspect of virtual brand community management, It mainly includes guiding members' participation and establishing good incentive mechanism. Thirdly, from the point of view of risk control, it provides a relatively stable and secure shopping environment for consumers.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55;F724.6

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