在线品牌社群中顾客参与对品牌忠诚的影响研究

发布时间：2018-03-20 06:49

本文选题：在线品牌社群　切入点：顾客参与　出处：《天津理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着社会经济的飞速发展,消费者对于产品的选择越来越多样化,其要求也变得愈来愈高,这导致企业间的竞争变得更加激烈。如何在动荡的社会竞争中吸引并留住消费者,提高消费者品牌忠诚以保持甚至扩大市场份额成为各个领域的企业管理者正在面临的重要课题。在新兴网络技术和社会化媒体蓬勃发展的背景下,企业与消费者间不再仅仅局限于面对面的交流,通过网络进行互动成为一种新的发展趋势。在线品牌社群由于具有匿名性和不受地理位置限制等优势,成为企业培育顾客品牌忠诚的一种重要平台。随着服务主导逻辑逐渐取代产品主导逻辑,企业营销策略由推式策略转向拉式策略,在线品牌社群中顾客参与逐渐得到企业的青睐与重视。顾客通过在线品牌社群平台积极参与到企业的品牌互动活动中,有助于企业与顾客建立良好的亲密关系,提升顾客的品牌忠诚度。纵观现有在线品牌社群中品牌忠诚的研究,较少有学者从顾客视角出发,探讨在线品牌社群中顾客参与对品牌忠诚的影响作用,其具体产生机制有待于进一步阐释。关系营销范式逐渐盛行,企业试图与顾客建立一种长久的亲密联系,这种联系是一种受价值驱使的、与品牌相关的心理状态,即顾客契合。当顾客参与企业构建的在线品牌社群,通过交流达到高度契合后,顾客会对品牌形成忠诚感。令人遗憾的是,目前鲜有文献厘清在线品牌社群中顾客参与、顾客契合与品牌忠诚三者间的具体关系。由于在线品牌社群的匿名性,顾客对社群本身以及成员间关系真实感知具有不确定性,这种感知不确定性会直接影响到顾客的消费行为,由此可能会对企业与顾客间关系产生影响。鉴于此,本研究从顾客视角出发,将顾客参与、顾客契合、感知不确定性与品牌忠诚纳入同一框架,探讨在线品牌社群中顾客参与对品牌忠诚的具体影响作用。本研究采用偏最小二乘法对收集到的537份有效样本进行多元线性回归分析,结果表明:(1)在线品牌社群中顾客参与能够直接促进品牌忠诚(常规品牌忠诚和敌对品牌忠诚);(2)顾客参与能够通过顾客契合间接促进品牌忠诚(常规品牌忠诚和敌对品牌忠诚),顾客契合在顾客参与和品牌忠诚间起到中介作用;(3)感知不确定性负向调节顾客参与对顾客契合的影响。最后,根据本文的研究结论,针对在线品牌社群中品牌忠诚的管理提出一些可行性建议:注重顾客参与的数量与质量,提高顾客契合;强化关系,降低顾客感知不确定性;聆听顾客对本品牌与竞争品牌的建议,关注消费者诉求。本研究结论丰富和完善了相关品牌理论体系,并为企业在管理实践中提升顾客品牌忠诚提供支持。
[Abstract]:With the rapid development of social economy, consumers' choice of products becomes more and more diversified, and their demands become higher and higher, which leads to more fierce competition among enterprises. How to attract and retain consumers in the turbulent social competition, Increasing consumer brand loyalty to maintain or even expand market share has become an important issue for corporate managers in all fields. Business and consumers are no longer confined to face to face communication. Interaction through the Internet has become a new trend. The online brand community has the advantage of anonymity and no geographical constraints. It has become an important platform for enterprises to cultivate customer brand loyalty. With the service leading logic gradually replacing the product leading logic, the marketing strategy of the enterprise changes from push strategy to pull strategy. The customer participation in the online brand community gradually gets the favor and the attention of the enterprise. Through the online brand community platform, the customer actively participates in the enterprise brand interaction activity, helps the enterprise to establish the good intimate relationship with the customer. Throughout the existing research on brand loyalty in online brand community, few scholars have explored the influence of customer participation on brand loyalty in online brand community from the customer perspective. The relationship marketing paradigm is gradually prevailing, and enterprises try to establish a long-term intimate relationship with customers, which is a value-driven, brand related psychological state. That is, customer fit. When customers participate in the online brand community constructed by enterprises and reach a high degree of agreement through communication, customers will form a sense of loyalty to the brand. Unfortunately, there is little literature to clarify customer participation in the online brand community. Due to the anonymity of online brand community, there is uncertainty about the real perception of the relationship between the community itself and its members. This perception uncertainty will directly affect the customer's consumption behavior, which may have an impact on the relationship between the enterprise and the customer. In view of this, this study from the customer perspective, customer participation, customer fit, Perceived uncertainty and brand loyalty are included in the same framework to explore the specific impact of customer participation on brand loyalty in the online brand community. The results show that customer participation in online brand community can directly promote brand loyalty (conventional brand loyalty and hostile brand loyalty) customer participation can indirectly promote brand loyalty (regular brand loyalty and enemy) through customer fit. For brand loyalty, customer fit plays an intermediary role between customer participation and brand loyalty. (3) perceived uncertainty negatively regulates the impact of customer participation on customer fit. According to the conclusion of this paper, some feasible suggestions are put forward for the management of brand loyalty in the online brand community: to pay attention to the quantity and quality of customer participation, to improve customer fit, to strengthen the relationship and to reduce the uncertainty of customer perception. The conclusion of this study enriches and perfects the related brand theory system and provides support for enterprises to enhance customer brand loyalty in management practice.
【学位授予单位】：天津理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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