基于共趣社区的休闲消费行为研究

发布时间：2018-04-16 12:20

本文选题：共趣社区 + 休闲消费行为　；参考：《浙江工商大学》2012年硕士论文

【摘要】：U时代的来临使得世界变得平坦；陌生人社会的到来使得信任变成一种奢侈品；自由人社会的临近使得人们向往心灵自由的同时更渴望情感的归属；工作伦理向休闲伦理的转变使得休闲成为比工作更重要的事情……这一切的变化都推动着共趣社区这种全新的社会网络的出现。同时,休闲伦理的一再升级使得休闲消费成为相关学者研究的焦点。基于上述背景,本文从共趣社区视角对休闲消费行为展开系统全面的探究,一方面拓宽了休闲消费行为的研究领域,填补了国内相关领域研究的空白；另一方面为休闲业态创新提供思路,为休闲相关企业发展指明方向,为消费者休闲体验提升提供可能,其研究价值不言自明。共趣社区出现已久,但与此相关的研究却涉猎不多,将共趣社区与休闲消费行为研究联系起来的相关文献更是少之又少。本文结合社会网络、颠覆性创新、利益分享及合作共赢四大理论基础,采用文献资料法、逻辑分析、实地考察、深度访谈、数理统计等方法展开定性及定量分析,主要包括三部分内容：一、引入大量全面而深入的资料,在国内外已有的相关研究成果的基础上对共趣社区的概念、类型和特征进行了高度概括。二、探讨了共趣社区形成的驱动机制、运行机理及休闲绩效,对共趣社区视角下的休闲消费行为特征进行总结。三、对共趣社区休闲绩效进行实证研究,在对共趣社区成员深入调查的基础上,采用结构方程模型对统计结果进行定量分析,探索影响共趣社区休闲绩效的各项因子,并提出提高休闲绩效的建议。研究结果表明：一、基于不同的划分标准,从活动场所、活动内容、组织主体、社区规模等角度将共趣社区分为多种不同的类型,并总结出共趣社区的五大特征,即兴趣共享、内容聚焦、关系均衡、行动一致、体验异质。二、共趣社区形成的驱动机制由推力系统、拉力系统及催化系统组成,三大系统互相影响共同促使了共趣社区的出现。三、共趣社区的运行分为涉入、信任、分享、绩效四个阶段,当社区成员获得正绩效后,便会对共趣社区产生更深层次的涉入,从而进入不断强化的正循环过程,运行成本不断降低,而社区价值不断提高。四、提出休闲绩效函数,认为休闲绩效受到共趣成员涉入度、灵魂人物贡献度及社区成员管理三方面的影响。五、共趣社区成员的消费行为具有其独特的消费特征,表现为情绪激发型消费、信息分享型消费、主动参与型消费、深度体验型消费四种类型。本文的主要创新点首先在于基于共趣社区这种群体取向视角对休闲消费行为进行深入研究,选题新颖;其次,深刻剖析了共趣社区形成的驱动机制及运行机理,内容创新；最后,采用定量分析的方法对所提理论进行验证,方法科学。
[Abstract]:The coming of U era makes the world flat, the society of strangers makes trust become a luxury, the approaching of free society makes people yearn for the freedom of mind and yearn for the belonging of emotion.The transition from work ethics to leisure ethics makes leisure more important than work.All these changes are driving the emergence of a new social network, community of common interest.At the same time, leisure consumption has become the focus of research with the promotion of leisure ethics.Based on the above background, this paper makes a systematic and comprehensive research on leisure consumption behavior from the perspective of community of common interest. On the one hand, it widens the research field of leisure consumption behavior and fills up the blank in domestic related fields.On the other hand, it provides ideas for innovation of leisure business, points out the direction for the development of leisure related enterprises, and provides the possibility for consumers to enhance their leisure experience. Its research value is self-evident.The community of common interest has appeared for a long time, but the related research is not much, and there are few related documents linking the community of common interest and the study of leisure consumption behavior.Based on the four theoretical bases of social network, disruptive innovation, benefit-sharing and win-win cooperation, this paper uses the methods of literature, logical analysis, field investigation, in-depth interview and mathematical statistics to carry out qualitative and quantitative analysis.It mainly includes three parts: first, introducing a large number of comprehensive and in-depth data, on the basis of existing research results at home and abroad, the concept, types and characteristics of the community of common interest are highly summarized.Secondly, it discusses the driving mechanism, running mechanism and leisure performance of the formation of community of common interest, and summarizes the characteristics of leisure consumption behavior from the perspective of community of common interest.Thirdly, this paper makes an empirical study on the leisure performance of the community of common interest. On the basis of the in-depth investigation of the members of the community of common interest, this paper uses the structural equation model to quantitatively analyze the statistical results, and explores the factors that affect the leisure performance of the community of common interest.And put forward some suggestions to improve leisure performance.The results show that: first, based on different criteria, the common interest community is divided into many different types from the view of activity place, activity content, organization subject and community scale, and the five characteristics of common interest community are summarized, that is, interest sharing.Content focus, relationship balance, consistent action, experience heterogeneity.Second, the driving mechanism of community of common interest is composed of thrust system, pull system and catalytic system. The interaction of the three systems promotes the emergence of community of common interest.Third, the operation of the community of common interest is divided into four stages: involvement, trust, sharing and performance. When the members of the community get positive performance, they will have a deeper involvement in the community of common interest, and thus enter into the process of strengthening the positive cycle.The running cost is decreasing and the community value is increasing.Fourthly, the function of leisure performance is put forward, and it is considered that leisure performance is affected by the involvement of common members, the contribution of soul characters and the management of community members.Fifthly, the consumption behavior of community members has its unique consumption characteristics, which are emotion stimulating consumption, information sharing consumption, active participation consumption and deep experience consumption.The main innovation of this paper lies in the in-depth study of leisure consumption behavior based on the community of common interest, which is a group oriented perspective, and the novel topics; secondly, it deeply analyzes the driving mechanism and operation mechanism of the formation of community of common interest, and the innovation of content.Finally, the method of quantitative analysis is used to verify the proposed theory.
【学位授予单位】：浙江工商大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592;F126.1;F224

【参考文献】