自我决定感在消费互动和品牌忠诚中的中介作用

发布时间：2018-05-07 12:27

本文选题：消费互动 + 共创价值　；参考：《东华大学》2015年硕士论文

【摘要】：在过去，人们普遍认为作为经济实体的企业，其根本的目的就是盈利，即只重视所有者的利益。随着科技的发展和社会的进步，市场环境发生了巨大的变化，消费者在市场中的角色发生了转变，地位日益上升。消费互动给企业带来的价值也受到越来越多学者的关注。本研究将自我决定理论引入营销领域，以汽车品牌虚拟社群为实证研究的对象，通过引入消费者自我决定感这一内在意识状态，结合价值共创理论，S-O-R理论来对消费者互动和品牌忠诚的作用机制进行更细致的探讨。本研究的主要目的是：试图结合消费者最本质的刺激——消费互动和最重要的内在心里感知——自我决定感来打开消费互动对品牌忠诚影响机制的黑匣子。本论文的前三章，主要通过梳理相关的理论和国内外学者的研究结论，结合消费者领域价值共创理论给出消费互动的三种互动方式及其操作性定义，，通过借鉴自我决定理论中的核心理论——基本心理需要理论将消费者的自我决定感划分为自我能力感和归属感；再基于前人的研究，提出了初期的模型假设。第四章主要阐述选择以汽车品牌虚拟社群为研究对象的意义，以及问卷的设计修正和发放情况。第五章是数据分析与假设检验，首先，通过信度效度检验来确保问卷数据的可靠性和内部一致性；然后，通过相关分析初步验证研究结论；接着，通过回归分析进一步指明关系的方向；最后，采用温忠麟提出的中介效应检验程序对中介效应进行检验，并对研究模型进行了修正。第六章是研究结论与建议，结论部分主要试图结合虚拟品牌社群的特性探讨研究结果可能的原因；建议部分主要针对本研究的实证分析结果，对企业经营虚拟品牌社群提出管理启示和营销建议，以提高消费者的品牌忠诚。通过本文的研究分析，主要得出以下结论：（1）消费互动的三个维度（消费者—产品互动、消费者—消费者互动、消费者—员工互动）均能正向促进品牌忠诚。（2）消费者—产品互动和消费者—消费者互动都对消费者的自我决定感有显著正向影响，而消费者—员工互动对自我决定感的直接影响不显著。（3）消费者的自我归属感和自我能力感均能正向促进品牌忠诚。（4）中介作用的检验：第一，消费者的自我归属感、自我能力感都在消费者—产品互动和品牌忠诚中起部分中介作用；第二，消费者的自我归属感、自我能力感都在消费者—消费者互动和品牌忠诚中起部分中介作用；第三，消费者的自我归属感、自我能力感在消费者—员工互动和品牌忠诚中的中介作用不显著。（5）在前文的研究基础上提出关于提升虚拟环境下品牌忠诚的管理建议，本文主要强调企业在构建虚拟品牌社群过程中要注意刺激消费互动，同时也要培养消费者的自我归属感和自我能力感。
[Abstract]:In the past, it was generally believed that the fundamental purpose of an enterprise as an economic entity was to make a profit, that is, to pay attention only to the interests of the owner. With the development of science and technology and the progress of society, the market environment has changed greatly, the role of consumers in the market has changed, and the status of consumers is rising day by day. More and more scholars pay attention to the value of consumption interaction to enterprises. This study introduces the theory of self-determination into the field of marketing, taking the virtual community of automobile brand as the empirical research object, and introduces the internal consciousness state of consumers' sense of self-decision. S-O-R theory is combined with value creation theory to discuss the mechanism of consumer interaction and brand loyalty in detail. The main purpose of this study is to try to open the black box of the influence mechanism of consumer interaction on brand loyalty by combining the most essential stimulus-consumer interaction and the most important inner perception of self-decision. The first three chapters of this paper, mainly through combing the relevant theories and the research conclusions of domestic and foreign scholars, combined with the theory of consumer domain value creation, gives the three kinds of interactive ways of consumer interaction and their operational definition. By drawing lessons from the core theory of self-determination, the basic psychological need theory, the consumers' sense of self-decision is divided into self-ability and belonging, and then based on the previous studies, the initial model hypothesis is proposed. The fourth chapter mainly expounds the significance of choosing the virtual community of automobile brand as the research object, and the design, revision and distribution of the questionnaire. The fifth chapter is data analysis and hypothesis test. Firstly, reliability and validity test is used to ensure the reliability and internal consistency of questionnaire data. Finally, the intermediate effect test program proposed by Wen Zhonglin is used to test the intermediary effect, and the research model is modified. The sixth chapter is the conclusions and recommendations, the conclusion part mainly attempts to combine the characteristics of virtual brand community to explore the possible reasons of the research results, and the recommendations part mainly focuses on the empirical analysis results of this study. In order to improve the brand loyalty of consumers, the management enlightenment and marketing suggestions are put forward to the virtual brand community. Through the research and analysis of this paper, the main conclusions are as follows: 1) the three dimensions of consumer interaction (consumer-product interaction, consumer-consumer interaction, consumer-employee interaction) can positively promote brand loyalty. 2) both consumer-product interaction and consumer-consumer interaction have significant positive effects on consumers' sense of self-decision, while consumer-employee interaction has no significant direct effect on self-decision feeling. 3) consumers' sense of self-belonging and self-ability can positively promote brand loyalty. (4) the test of intermediary function: first, consumers' sense of self-belonging and self-ability play a part role in consumer-product interaction and brand loyalty; second, consumers' sense of self-belonging. The sense of self-ability plays a part of intermediary role in consumer-consumer interaction and brand loyalty; third, the sense of self-belonging of consumers, the sense of self-competence plays no significant role in consumer-employee interaction and brand loyalty. 5) on the basis of the previous research, this paper puts forward some management suggestions on how to promote brand loyalty in virtual environment. This paper emphasizes that enterprises should pay attention to stimulating consumer interaction in the process of building virtual brand community. At the same time, we should also cultivate consumers' sense of self-belonging and self-ability.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F713.55

【参考文献】