虚拟品牌社区的社会网络结构、品牌认同与品牌依恋的关系研究

发布时间：2018-03-12 12:33

本文选题：社会网络分析　切入点：虚拟品牌社区　出处：《湖南师范大学》2013年硕士论文　论文类型：学位论文

【摘要】：目的：探讨虚拟品牌社区社会网络结构(中心性、密度)对品牌认同、品牌依恋的影响,即社会网络结构的中心性、密度是否会通过品牌认同的中介作用对品牌依恋产生影响。方法：采用社会网络分析法、社会网络关系密度问卷、品牌认同问卷和品牌依恋问卷对人人网的258名用户进行社会网络结构的分析和调查。结果：(1)虚拟品牌社区的社会网络中心性、密度对品牌认同的两个维度都有显著正向影响。(2)虚拟品牌社区的社会网络中心性、密度对品牌依恋的三个维度都有显著的正向影响作用。(3)虚拟品牌社区的品牌认同对品牌依恋的三个维度都产生显著影响,但是解释力各不相同。(4)虚拟品牌社区的社会网络中心性对品牌依恋的影响是通过品牌认同来体现的。并且品牌认同的各维度起到的是部分中介作用。(5)虚拟品牌社区的社会网络密度通对品牌依恋的影响是通过个人品牌认同的完全中介作用和社会品牌认同的部分中介作用来体现的。结论：首先,人人网用户的人口统计特征不同在变量上有一定的差异;其次,中心性、密度对品牌认同、品牌依恋的各个维度之间产生显著性影响,且不同维度之间的解释力是不同的;最后,中心性、密度对品牌依恋的影响通过品牌认同这一中介作用来体现的。
[Abstract]:Objective: to explore the influence of social network structure (centrality, density) on brand identity and brand attachment in virtual brand community, that is, the centrality of social network structure, and whether the density will influence brand attachment through the intermediary function of brand identity. Methods: 258 users of Renren were investigated with social network analysis, social network relationship density questionnaire, brand identity questionnaire and brand attachment questionnaire. Results: 1) the social network centrality of virtual brand community, and the positive influence of density on the two dimensions of brand identity. 2) the social network centrality of virtual brand community. Density has a significant positive effect on the three dimensions of brand attachment. (3) the brand identity of virtual brand community has a significant impact on the three dimensions of brand attachment. However, the explanatory power is different. 4) the influence of social network centrality of virtual brand community on brand attachment is reflected through brand identity. And the dimensions of brand identity play a part of intermediary role. The influence of social network density on brand attachment is reflected by the complete intermediary role of individual brand identity and the partial intermediary role of social brand identity. Conclusion: first of all, the demographic characteristics of Renren users are different in variables; secondly, centrality and density have a significant impact on brand identity and brand attachment. Finally, the influence of centrality and density on brand attachment is reflected by the intermediary role of brand identity.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：C912.6

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