虚拟品牌社区顾客信息获取对价值共创的影响模型构建

发布时间：2018-05-06 14:44

本文选题：虚拟品牌社区 + 顾客信息获取　；参考：《图书情报工作》2017年17期

【摘要】：[目的 /意义]针对虚拟品牌社区顾客信息获取和价值共创问题,探讨顾客在虚拟品牌社区中多种信息获取对社区价值共创的影响机理,可提出管理启示,为虚拟品牌社区信息管理提供参考。[方法 /过程]结合价值共创和品牌关系相关理论,引入描述社区关系质量状况的3个维度要素,建立虚拟品牌社区顾客信息获取对价值共创影响的分析框架,并对各因素间影响机理进行详细分析。[结果 /结论]在虚拟品牌社区中,顾客企业信息获取、引导信息获取和关系信息获取,能够积极影响其社区沉浸、社区依恋和社区互动状态,有利于改善社区中顾客-社区之间的关系质量,进而促进虚拟品牌社区价值共创行为的产生。
[Abstract]:[objective / significance] aiming at the problem of obtaining customer information and creating value in virtual brand community, this paper discusses the influence mechanism of customer information acquisition on community value creation in virtual brand community, and puts forward management inspiration. To provide reference for virtual brand community information management. [method / process] based on the theory of value creation and brand relationship, three dimensional elements describing the quality of community relationship were introduced, and an analytical framework was established to analyze the impact of customer information acquisition on value creation in virtual brand community. The influence mechanism of each factor is analyzed in detail. [results / conclusion] in the virtual brand community, customer enterprise information acquisition, guiding information acquisition and relationship information acquisition can positively affect their community immersion, community attachment and community interaction. It is helpful to improve the quality of the relationship between the customer and the community, and then to promote the creation of the virtual brand community value creation behavior.
【作者单位】：吉林大学管理学院;
【基金】：吉林大学高峰学科(群)建设项目研究成果之一
【分类号】：F274

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