虚拟品牌社群中顾客互动对品牌忠诚度的影响研究

发布时间：2018-01-10 15:10

本文关键词：虚拟品牌社群中顾客互动对品牌忠诚度的影响研究　出处：《南华大学》2016年硕士论文　论文类型：学位论文

【摘要】：在体验经济和互联网经济的大背景下,人们生活节奏的加快,科技带来了居民消费理念和消费方式的转变,网络上货比三家已经成为绝大部分消费者的共识,特别是我国“互联网+”行动计划的实施,大众创业万众创新,已经成为业界新常态。传统的品牌社群的弊端日益显露,新兴的虚拟品牌社群打破了时间和空间的局限性,减低了顾客参与的门槛,集合了大量忠诚顾客,而今已经成为了企业营销创新的突出亮点。如何让消费者掌握更多信息,又不在网络环境下产生信息过载,提高顾客的决策质量,培养消费者的注意力和品牌忠诚度,又成为了营销实践的一大难题。本研究在对前人理论研究梳理的基础之上,再结合研究实际,从“顾客互动”这一独特的视角来分析网络品牌忠诚的作用机理。本文从顾客互动出发,将顾客互动划分为人机互动和人际互动两个维度,创新性地选取了虚拟品牌顾客互动为自变量,以社群认同充当中介变量,架构了虚拟品牌社群顾客互动对品牌忠诚的影响理论模型,旨在于如何判定虚拟品牌社群的顾客互动、社群认同和网络品牌忠诚之间的关系。根据所建立的模型,本文综合以往学者们的理论,设计了本研究的量表,本文数据采集主要是通过纸质问卷和问卷星网站两种方式回收,通过剖析顾客互动对品牌忠诚之间关系,紧接着用SPSS19.0统计软件对虚拟品牌社群下顾客互动对品牌忠诚的影响模型进行了实证分析,并验证相关假设并辅以修正。最后,本文就研究结论对当下企业如何培育品牌忠诚度和管理创新,提出了相关可行性的建议。通过实证研究,本文得出的结论如下:(1)人机互动和人际互动对社群认同具有显著的正向影响作用。(2)作为中介变量的社群认同,对品牌忠诚具有正向的带动作用,这和国内学者所证实的观点相吻合。社群认同对品牌忠诚度的培育和提升不可小觑。(3)通过实证分析,人机互动和人际互动对网络品牌忠诚的影响显著。根据以上思路及实证分析结果,给企业的营销提出了相关的营销启示及建议,主要围绕企业文化的深入及网站模块的管理、社群互动机制的创新、企业社群和个人社群的合作与联系、品牌社群线上和线下的结合等几个角度展开。
[Abstract]:Under the background of experience economy and Internet economy, with the quickening of people's life rhythm, science and technology have brought about the change of consumption concept and consumption mode of residents, and it has become the consensus of most consumers to compare goods on the Internet. In particular, the implementation of China's "Internet" action plan, mass entrepreneurship innovation, has become the new normal in the industry. The drawbacks of the traditional brand community are increasingly exposed. The new virtual brand community breaks the limitation of time and space, reduces the threshold of customer participation, and gathers a large number of loyal customers. Now it has become a prominent highlight of enterprise marketing innovation. How to let consumers master more information and not create information overload under the network environment to improve the quality of customer decision-making. The cultivation of consumer attention and brand loyalty has become a major problem in marketing practice. This study is based on the previous theoretical research and combined with the research practice. This paper analyzes the mechanism of network brand loyalty from the unique perspective of "customer interaction". This paper divides customer interaction into two dimensions: man-machine interaction and interpersonal interaction. Innovative choice of virtual brand customer interaction as independent variables, with community identity as an intermediary variable, a virtual brand community customer interaction on the impact of brand loyalty theoretical model. The purpose of this paper is to determine the relationship among customer interaction, community identity and online brand loyalty in virtual brand community. According to the established model, this paper synthesizes the theories of previous scholars and designs the scale of this study. The data collection of this paper is mainly through paper questionnaire and questionnaire star website two ways of recycling, through the analysis of customer interaction to brand loyalty relationship. Then using the SPSS19.0 statistical software to analyze the impact of customer interaction on brand loyalty model under virtual brand community, and verify the relevant assumptions and amend them. Finally, this paper analyzes the relationship between customer interaction and brand loyalty in virtual brand community. This paper puts forward some feasible suggestions on how to cultivate brand loyalty and management innovation. The conclusions of this paper are as follows: 1) Human-computer interaction and interpersonal interaction have a significant positive impact on community identity. 2) as an intermediary variable, community identity has a positive driving effect on brand loyalty. This is consistent with the point of view confirmed by domestic scholars. The cultivation and promotion of brand loyalty of community identity should not be underestimated through empirical analysis. Human-computer interaction and interpersonal interaction have a significant impact on online brand loyalty. According to the above ideas and empirical analysis results, the author puts forward the relevant marketing enlightenment and suggestions for the enterprise marketing. It mainly focuses on the depth of corporate culture and the management of website module, the innovation of social interaction mechanism, the cooperation and relationship between corporate community and individual community, and the combination of brand community online and offline.
【学位授予单位】：南华大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274

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