虚拟品牌社区激励政策对用户参与行为的影响研究

发布时间：2018-05-29 02:43

本文选题：虚拟品牌社区 + 激励政策　；参考：《哈尔滨工业大学》2017年硕士论文

【摘要】：近年来虚拟品牌社区得到了飞速的发展,越来越多的企业和社区运营者选择这种新型营销方式。虚拟品牌社区作为成员与成员间、成员与企业间进行信息交流的典型平台,得到了企业的推广和学者的关注。用户是虚拟品牌社区的核心资源,用户之间的互动是虚拟品牌社区良性发展的基础,一切信息的交互都基于用户的参与行为。实际上,在虚拟品牌的运营的过程中存在着用户不活跃的问题,用户登录虚拟品牌社区,只是被动的接受信息,而不是主动的贡献信息。这样的用户过多,就将有悖于虚拟品牌社区运营者建立平台、希望用户在平台内可以信息交互的初衷,也将威胁虚拟品牌社区的长久发展。因此,如何提高用户的活跃度成为企业和运营者关注的主要问题之一。虚拟品牌社区的用户激励政策作为重要影响因素,被广大运营者所采纳,它具有很强的操作性和研究价值。本文从理论上虚拟品牌社区的激励政策对用户参与行为的作用机制,并揭示了用户在社区内影响力和社交动机在此过程中所起到的调节作用,从而确立了本研究的研究框架和动态面板数据研究模型,并提出相关假设。在数据收集方面,基于大数据的背景,采用Python程序针对19008位魅族社区的用户进行数据抓取。并利用Stata统计软件和系统GMM方式估计虚拟品牌社区的激励政策对用户参与行为的具体影响。通过实证结果得知,货币性激励政策、活动性激励政策、社会性激励政策对用户参与行为均有正向显著影响;不同用户自身影响力程度强弱有别,结合不同的激励政策对参与行为的影响,得知影响力在调节的方向、作用的效果上也会有所差别。不同用户到该虚拟品牌社区的社交动机、交友欲望的强弱之分,针对不同的激励政策对参与行为的影响,社交动机的强弱会对不同的影响方式的产生不同方向的调节作用。并根据所得结论,针对不同的激励政策对虚拟品牌社区企业及运营者提出策略建议。
[Abstract]:In recent years, virtual brand community has been developing rapidly, more and more enterprises and community operators choose this new marketing method. Virtual brand community, as a typical platform for information exchange between members and members, members and enterprises, has been popularized by enterprises and paid attention to by scholars. The user is the core resource of the virtual brand community. The interaction between users is the foundation of the benign development of the virtual brand community. All information interaction is based on the user's participation behavior. In fact, in the process of virtual brand operation, there is a problem that the user is inactive. The user who logs in to the virtual brand community only passively receives the information, but not the active contribution information. This kind of user too many, will be contrary to the virtual brand community operator to establish the platform, hoped that the user may in the platform information exchange original intention, also will threaten the virtual brand community long-term development. Therefore, how to improve the user's activity has become one of the main concerns of enterprises and operators. As an important influencing factor, the user incentive policy of virtual brand community is adopted by the vast number of operators. It has strong operability and research value. In this paper, the mechanism of incentive policy of virtual brand community on user participation behavior is theoretically discussed, and the regulatory role of user influence and social motivation in the process is revealed. Thus, the research framework and dynamic panel data research model are established, and relevant assumptions are put forward. In the aspect of data collection, based on the background of big data, Python program is used to capture data for 19008 users of Meizu community. The impact of the incentive policy of virtual brand community on user participation behavior is estimated by Stata statistical software and systematic GMM. The empirical results show that monetary incentive policy, active incentive policy and social incentive policy all have positive and significant effects on user participation behavior. According to the influence of different incentive policies on the participation behavior, the effect of influence will be different in the direction of regulation. The social motivation of different users to the virtual brand community, the strength of the desire to make friends, the impact of different incentive policies on participation behavior, the strength of social motivation will affect the different ways of influence in different directions. According to the conclusions, the paper puts forward some suggestions to the virtual brand community enterprises and operators for different incentive policies.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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