认同与忠诚：在线品牌社群社会资本对品牌的作用机制研究

发布时间：2018-05-11 15:52

  本文选题：在线品牌社群 + 社会资本　； 参考：《武汉大学》2016年博士论文

【摘要】：在移动社会化媒体时代,构建与消费者的持续性关系逐渐成为企业品牌营销传播的驱动力。云计算和语义网技术的兴起为信息的跨平台跨终端交互提供了保障,用户之间、社群之间和网站之间的间隔逐渐被打通,越来越多的企业搭建起在线品牌社群体系,以求真正实现与用户的无缝对接,让用户能共同分享品牌的价值与利益。在线品牌社群运营状况很大程度上决定了企业能否建立起良好的品牌关系并提升品牌价值。因此,在线品牌社群中互动、信任互惠与成员共同认知的形成,成为业界较为关注的话题。近年来,国内外众多学者探讨了在线品牌社群的作用机制,但大多围绕消费者个体展开,所关注的成员参与动机、品牌体验、感知价值等都没有涉及到社群最本质的方面,对于非社群情景也同样适用。从群体层面来考察成员之间社会性连接与关系结构对品牌作用的研究较为缺乏。由于在线品牌社群本身就是一个社会关系网络,社群内部存在社会资本,因此有学者指出应将研究视角延伸至社会网络与社会资本理论,研究成员个体行为时应注重社群社会资本的情景性影响,以及在这一社会关系网络中形成的“信任、规范、互惠”等是否能更好地解释成员态度与行为的形成过程。由此,社会资本理论以其对当下社会化营销传播环境特征的贴合,逐渐成为研究在线品牌社群的新视角。本文正是基于社会资本理论,从集体层面研究在线品牌社群社会资本是如何对成员个体行为发挥作用的,并探索在此过程中是否存在连接初始变量与结果变量的媒介变量。在文献基础上,本文将“在线品牌社群社会资本作用机制”这一基本问题分成以下几个子议题逐层展开：1)在线品牌社群社会资本是如何生成的?2)在线品牌社群社会资本由哪些维度构成?有哪些前置影响因素?3)在线品牌社群社会资本的作用机制是怎样的?4)企业应该如何培育社群社会资本,将其转化为品牌关系建设中的独特优势?文章以在线品牌社群中的成员为研究样本,结合社会资本理论、品牌关系理论,通过探索性案例研究、问卷调查等多种研究方法,得到以下结论：1、在线品牌社群社会资本生成的主要路径有两种,一是社群成员在社群关系网络中与其他成员和品牌展开互动而形成的个体社会资本,通过扩散效应逐渐成为社群社会资本；以及社群自身在进行制度、文化建设时,作为整体的社群不断吸收个体的社会资本,通过累积效应逐渐形成社群社会资本。另一部分是社群成员在其他社会关系网络中形成的个体社会资本,当其可被品牌社群利用时,通过一定的激励策略也可转化为社群社会资本。由于在线品牌社群社会资本是以成员社会关系为基础的,它反映了成员的心理过程,构建了成员行为的社会关系环境,因此社群成员对它的感知和评价反映了社群内部社会资本的状态,使这一组织层面的因素在个体层面上反映出来。该结论丰富了在线品牌社群相关理论,也为测量社群社会资本及其微观效能奠定了理论基础。2、与传统社会资本的构成要素相似,在线品牌社群社会资本也具有结构性、关系性和认知性三个维度。其中结构性要素由网络密度构成,关系性要素由信任和互惠两个变量构成,认知性要素由共同语言和共享愿景两个变量构成。社群平台条件、成员信息生产与传播能力及社群氛围是社群社会资本形成的三个前置影响因素。不同于前人单独以网络密度或信任定义社会资本,本研究在探索性案例研究的基础上,找到了将社群社群社会资本划分为三个维度的依据,因而更为全面的反映了社会资本的内涵。3、在线品牌社群社会资本对成员品牌忠诚的影响主要是一个间接过程,它通过社群认同和品牌认同间接影响一般忠诚与反向忠诚。从实证结果来看,除了结构性要素(网络密度)可直接影响反向忠诚外,其他直接影响路径均不显著。但是,社群社会资本各要素对社群认同的影响都是显著的；除结构性要素外,关系性要素和认知性要素对品牌认同的影响也是显著的。此外,社群认同对反向忠诚、品牌认同对一般忠诚和反向忠诚均有较大的影响路径系数,从而部分验证了社群认同、品牌认同在社群社会资本与品牌忠诚之间的中介作用。这也说明,社群成员对品牌的忠诚,除了受到企业正式激励系统的影响,还受到在线品牌社群社会资本系统性因素的影响。在社交媒体时代,认同感是消费者产生品牌忠诚的重要决定因素,社群社会资本可以通过促进成员社群认同和品牌认同水平的提高,间接提高品牌忠诚度。4、在线品牌社群社会资本不同构成要素对品牌忠诚各指标的影响程度不同。具体影响为：网络密度(结构性要素)每提高1个单位,一般忠诚提高0.1个单位,反向忠诚提高0.292个单位；信任互惠(关系性要素)每提高1个单位,一般忠诚提高0.213个单位,反向忠诚提高0.092个单位；共同认知(认知性要素)每提高1个单位,一般忠诚提高0.419个单位,反向忠诚提高0.176个单位。总的来看,社群社会资本各要素对一般忠诚的影响顺序为：共同认知信任互惠网络密度；对反向忠诚的影响顺序为：网络密度共同认知信任互惠。这说明社群社会资本各要素对品牌忠诚的影响是不均衡的,而且由于其作用的中介因素存在差异,它们对品牌忠诚的作用过程还可能互相牵制。结论证实了从集体层面分析在线品牌社群社会资本作用机制的合理性,并得到了社会资本各变量与品牌忠诚效果之间的作用参数。5、成员社群涉入度在关系性要素影响社群认同的过程中起正向调节作用；感知社群-品牌契合度在社群认同影响品牌认同的过程中起正向调节作用。本文充分考虑了成员间个体差异在社群社会资本作用过程中所产生的影响,探讨了不同涉入度和不同感知水平的调节效应。研究发现,当成员对社群的涉入度较高时,关系性要素(信任互惠)对社群认同的正向作用较强；当成员对社群的涉入度较低时,信任互惠对社群认同的正向作用较弱。另外,成员所感知到的社群文化、氛围、目标和规范与品牌的目标、定位和个性越一致,即感知社群-品牌契合度越高,社群认同就越能正向影响品牌认同。6、不同发起主体的在线品牌社群中,社群社会资本对成员品牌忠诚的作用过程存在一定差异,主要差异有两点：在官方发起的在线品牌社群中,社群认同对反向忠诚有显著直接影响,但在非官方发起的社群中,该条路径不显著；相对于非官方社群,在官方品牌社群中,成员的社群认同度越高,就越能产生品牌认同。不同平台类型的在线品牌社群中,社群社会资本对成员品牌忠诚的作用过程也存在一定差异,主要差异有两点：与社交型社群相比较,传统型社群中的网络密度和信任互惠对社群认同的影响更大。但是,社交型社群中,共同认知对社群认同的影响强于传统型社群；传统型社群中品牌认同对反向忠诚的路径影响系数为0.287(P0.05),而在社交型社群中品牌认同对反向忠诚的影响路径不显著。研究结论证实了在考察在线品牌社群社会资本作用机制时,应关注社群发起主体和平台类型的干扰性影响。根据以上结论,本研究重新审视了移动互联时代的品牌关系,认为在当前市场环境中,在线品牌社群社会资本已成为企业品牌关系建设中的重要内生优势。并以此为依据,提出企业可按照“打造多平台社群体系-整合碎片化社群-培育社群社会资本-促成社群社会资本的转化-控制不同社会资本要素总体平衡”的路径进行持续性品牌关系的建设。由于主客观条件的限制,本研究今后可以在多个方面展开后续研究。
[Abstract]:In the era of mobile social media, the construction of the continuous relationship with consumers has gradually become the driving force of enterprise brand marketing communication. The rise of cloud computing and semantic web technology provides a guarantee for cross platform and cross terminal interaction of information. The interval between users, communities and websites is gradually being interconnected, and more and more enterprises have built up. The online brand community system, in order to truly realize the seamless connection with the user, allows the users to share the value and benefit of the brand. The online brand community operates to a great extent whether the enterprise can build a good brand relationship and enhance the brand value. Therefore, the online brand community is interactive, and the trust and mutual benefit are shared with the members. The formation of cognition has become a topic of concern in the industry. In recent years, many scholars at home and abroad have discussed the role mechanism of online brand community, but most of them focus on consumer individuals. Their participation motivation, brand experience, perceived value and so on are not related to the most essential aspects of the community, and are also applicable to non community situations. There is a lack of research on the role of social connections and relations among members from the group level. As the online brand community itself is a social network and social capital exists within the community, some scholars point out that the research perspective should be extended to the social network and social capital theory and study the individual behavior of the members. At the same time, we should pay attention to the situational influence of social social capital, and whether the formation process of "trust, norm, reciprocity" in this social network can better explain the formation process of the attitude and behavior of members. Thus, the social capital theory is gradually becoming an online product with its combination of the characteristics of the current social marketing transmission and broadcast environment. Based on the social capital theory, this paper studies how the social capital of online brand community plays a role in the individual behavior from the collective level, and explores whether there is a media variable connecting the initial variables and the result variables in this process. On the basis of literature, this article will "social capital of Online brand community". This basic question is divided into the following sub topics: 1) how does social capital of online brand community generate? 2) what dimensions are social capital of online brand community formed? What preinfluencing factors are there? (3) what is the role mechanism of social capital in online brand community? 4) how enterprises should cultivate The social capital of the community is transformed into a unique advantage in the construction of brand relationship? The article takes the members of the online brand community as the research sample, combined with the social capital theory, the brand relationship theory, through the exploratory case study, the questionnaire survey and other research methods, to get the conclusion: 1, the generation of social capital in the online brand community is the main factor. There are two kinds of paths, one is the individual social capital formed by the community members interacting with other members and brands in the community relations network, and gradually becomes social capital through the diffusion effect; and the community itself continuously absorbs individual social capital as a whole, and through the cumulative effect. The social capital of the community should be gradually formed. The other part is the individual social capital formed by the members of the community in other social relations networks. When it can be used by the brand community, it can be transformed into social social capital through a certain incentive strategy. As the social capital of the online brand community is based on the social relations of the members, it reflects the social capital. The psychological process of members constructs the social relations environment of member behavior, so the perception and evaluation of the members of the community reflect the state of social capital within the community and reflect the factors of this organizational level on the individual level. This conclusion enriches the related theories of online brand community and the measurement of social capital and its micro social capital. The theoretical basis,.2, is similar to the constituent elements of traditional social capital. The social capital of the online brand community has three dimensions of structural, relationship and cognition. The structural elements are composed of network density, and the relational elements are composed of two variables, trust and reciprocity, and the cognitive elements are shared by the common language and shared vision. Two variables, social platform conditions, members' information production and communication ability and community atmosphere are the three predominant factors of social capital formation. Different from the former, the former studies the social capital by the network density or trust. On the basis of the exploratory case study, the social capital of the community community is found to be divided into three. The basis of the dimension, thus more comprehensively reflects the connotation of social capital.3. The influence of social capital on brand loyalty of the online brand community is mainly an indirect process. It indirectly affects the general loyalty and reverse loyalty through community identity and brand identity. From the empirical results, the structural elements (network density) can be seen. However, the influence of social capital factors on community identity is significant. Besides the structural elements, the relationship and cognitive factors have significant influence on brand identity. In addition, the social group identity is opposite to the reverse loyalty, and the brand identity is loyal to the general loyalty. And the reverse loyalty has a greater impact on the path coefficient, which partly confirms the intermediary role of community identity and brand identity between social capital and brand loyalty. This also indicates that the loyalty of the members to the brand is also influenced by the formal incentive system of the enterprise, and is also influenced by the systematic factors of social capital of the online brand community. In social media age, identity is an important determinant of consumer brand loyalty. Social capital can indirectly improve brand loyalty.4 by promoting member community identity and brand identity level, and the influence degree of social capital isomorphism of online brand community on brand loyalty index is not significant. The specific influence is: the network density (structural elements) is increased by 1 units, 0.1 units in general loyalty, 0.292 units in reverse loyalty, 1 units for mutual trust and reciprocity, 0.213 units in general loyalty, 0.092 in reverse loyalty, 1 in common cognition (cognitive factor). 1 units are increased by the common cognition (cognitive factor). In general, loyalty is increased by 0.419 units and reverse loyalty is raised by 0.176 units. In general, the order of the influence of social capital factors on general loyalty is: the common cognitive trust reciprocity network density; the order of the influence of the reverse loyalty is that the network density is mutual understanding of mutual trust. The impact of brand loyalty is uneven, and because of the difference in the intermediary factors of its role, the process of their effect on brand loyalty may be controlled each other. The conclusion confirms the rationality of the analysis of the social capital mechanism of the online brand community from the collective level, and has obtained the relationship between the social capital variables and the brand loyalty effect. .5, members' community involvement has a positive adjustment role in the process of relation factors affecting community identity; perceived community - brand identity plays a positive regulatory role in the process of community identity affecting brand identity. This article fully considers the impact of individual differences among members on social capital action of social groups. The study found that the moderating effects of different involvement degrees and different levels of perception have been explored. It is found that when members have higher involvement in the community, the positive role of the relational elements (trust and reciprocity) has a positive effect on the community identity; when the members' involvement in the community is low, the positive effect of trust and reciprocity on the community identity is weaker. The more the community culture, the atmosphere, the goal and the standard and the brand target, the positioning and the personality are the more consistent, that is, the higher the perceived community - the higher the brand identity, the more the community identity can positively affect the brand identity.6. In the online brand community of different sponsors, the social capital of the community has certain differences in the role of the member brand loyalty. The main differences are the main differences Two points: in the official online brand community, community identity has a significant direct impact on reverse loyalty, but the path is not significant in the unofficially launched community. In the official brand community, the higher the community identity in the official brand community, the more the brand identity is produced. There are some differences in the role of community social capital on member brand loyalty. There are two main differences: compared with social groups, the network density and trust reciprocity in the traditional community have greater influence on the community identity. However, in social community, the influence of common cognition on community identity is stronger than that of traditional society. The influence coefficient of brand identity to reverse loyalty is 0.287 (P0.05) in the traditional community, and the impact of brand identity on reverse loyalty is not significant in social community. According to the above conclusion, this study reexamines the brand relationship in the mobile Internet era, and believes that in the current market environment, the social capital of online brand community has become an important endogenous advantage in the construction of enterprise brand relations. Based on this, it is suggested that enterprises can build a multi platform community system - integrating the fragmented community - cultivation. Social capital - social capital - facilitated social capital transformation - control the overall balance of different social capital elements to build a sustainable brand relationship. Due to the constraints of subjective and objective conditions, this study can be carried out in a number of aspects in the future.

【学位授予单位】：武汉大学
【学位级别】：博士
【学位授予年份】：2016
【分类号】：F273.2;F724.6
，

本文编号：1874592