虚拟品牌社区消费者参与行为的动机、影响因素及其作用机制研究

发布时间：2018-01-19 01:15

本文关键词： 虚拟品牌社区参与动机影响因素作用机制　出处：《江西财经大学》2016年博士论文　论文类型：学位论文

【摘要】：作为品牌营销理念日益强化和互联网技术氋度发展的共同产物,虚拟品牌社区以其多元化的展现形式、及时的互动沟通性能、开放的信息传播等特点迎合了消费者多元化的价值需求取向,成为消费者获取信息和知识、建立人际关系、获得情感归属、实现自我价值的重要平台,也为企业吸引新顾客、保留老顾客、促进品牌发展、提升品牌影响力发挥了重要的作用。21世纪初以来,随着虚拟品牌社区在市场营销实践中的快速发展和广泛运用,对其相关主题的学术研究也得到越来越多的重视,但是已有的研究成果主要集中两个方面,一是对虚拟品牌社区的形成及其演化发展等理论性、综述性的研究,二是对虚拟品牌社区的后效研究,如虚拟品牌社区对消费者的态度和行为、对品牌资产的影响效应等。而关于虚拟品牌社区中成员的参与行为、行为的前因、行为的形成机制等方面的研究则比较少。要充分发挥虚拟品牌社区这一平台对企业的营销意义,从根本上来说,就在于激发消费者对虚拟品牌社区的参与积极性,包括在社区中搜寻信息、分享知识、与企业合作生产、共创价值以及加强与其他成员的人际互动等。因此,只有掌握了消费者行为的内在动因和影响因素,才能深入掌握消费者心理和行为的规律,才能准确地找到激励消费者行为的方法,因此,对虚拟品牌社区消费者参与行为的动机、影响因素及其作用机制的研究具有重要的理论和现实意义。本文以动机心理学的主要理论为依据,从关系的视角,重点突出虚拟品牌社区的社会属性,研究消费者个体在这一社会群体中对各种关系的认知和期望在社会关系中获得的利益,进而研究其在虚拟品牌社区中的各种参与行为的形成机制。在理论分析的基础上,以影响因素——动机——行为为主线,构建虚拟品牌社区消费者参与行为作用机制的理论模型,并提出虚拟品牌社区中个体特征、环境特征、动机与消费者参与行为之间内在关联机制的研究假设。在实证研究中,首先通过小规模的问卷调研的数据(n=127),对问卷进行优化和精简,然后以虚拟品牌社区成员为研究对象,共发放问卷748份,回收问卷688份,通过对问卷进行筛选,剔除不合格答卷,最终得到有效问卷561份,有效问卷回收率为75%。在数据处理中,将有效样本数据随机分成两组,分别命名为样本1(n=280)和样本2(n=281),然后采用交叉验证的方法,用样本1进行探索性因子分析,用样本2进行验证性因子分析。最后通过相关分析、结构方程模型分析、回归分析,利用总样本的561份数据对概念模型进行验证。通过理论探讨和实证分析,本文主要得到以下结论:(1)虚拟品牌社区消费者参与行为包括了知识分享、合作生产与人际互动三个具体的维度。知识分享、人际互动体现了消费者与消费者之间的互动,合作生产则反映的是消费者与企业/社区的互动。(2)自我效能、品牌依恋、关系信任等三种因素对消费者在虚拟品牌社区中的知识分享行为、合作生产行为、人际互动行为均具有影响,对消费者的成就动机、亲和动机、权力动机也均具有直接影响。消费者在虚拟品牌社区中的合作生产行为和人际互动行为均受到成就动机、权力动机、亲和动机三种社会动机的影响,而知识分享行为只受到成就动机和权力动机的影响,而不受亲和动机的影响。在自我效能、品牌依恋、关系信任等三种消费者个体因素中,自我效能对知识分享、合作生产、人际互动等参与行为的影响都是最大的,自我效能对成就动机、亲和动机、权力动机的影响也是最大的。从社会动机对参与行为的影响路径来看,对知识分享行为影响最大的是成就动机；对合作生产行为影响最大的是权力动机;对人际互动行为影响最大的是亲和动机。(3)在虚拟品牌社区中,自我效能、品牌依恋和关系信任对知识分享行为的影响都是通过成就动机和权力动机的完全中介作用实现的。自我效能、关系信任对合作生产行为的影响是通过成就动机、亲和动机和权力动机的完全中介作用实现的,而品牌依恋对合作生产行为的影响是通过三种动机的部分中介作用实现的。自我效能、品牌依恋、关系信任对人际互动行为的影响也是通过成就动机、亲和动机和权力动机的完全中介作用实现的。(4)社区互动氛围在自我效能、品牌依恋、关系信任等个体因素对虚拟品牌社区知识分享行为的影响中均具有比较显著的正向调节效应。社区互动氛围在自我效能、品牌依恋、关系信任等个体因素对虚拟品牌社区合作生产行为、人际互动行为的影响中均具有比较弱的调节效应。上述研究结果对完善消费者心理行为理论起到了积极的作用,但由于笔者自身学术能力以及客观条件的限制,使得本研究在完成过程中还存在许多不足之处,如研究方法比较单一,样本的代表性和包容性有待提高等,这为未来的研究提供了有待突破的研究方向。
[Abstract]:As a brand marketing concept product increasingly strengthened and Internet technology Meng development, virtual brand community with its diversified forms, timely interactive communication performance, open information dissemination characteristics to cater to the consumer value orientation of diversified demand, as consumers access to information and knowledge, interpersonal relationship, emotional attribution an important platform to realize self value, but also for enterprises to attract new customers, retain old customers, promote brand development, brand influence has played an important role in.21 since the beginning of the century, with the rapid development of virtual brand community in marketing practice and used widely, academic research on its related topics has been paid more and more attention however, existing researches mainly focus on two aspects, one is the formation and evolution of the theory of virtual brand community, review the Study two is to study effect of virtual brand communities, such as the virtual brand community on consumer attitudes and behavior, effects on brand equity effect. And the participation behavior about virtual brand community members in the behavior of the antecedent, study of the formation mechanism and other aspects of the behavior is relatively small. We should give full play to the meaning of virtual marketing brand community of the platform of the enterprise, fundamentally speaking, is to stimulate consumer enthusiasm for virtual brand community, including the search information, in the community to share knowledge, cooperation and CO production enterprises, and strengthen the interpersonal interaction and Soka values of other members. Therefore, only to grasp the factors of consumer behavior intrinsic motivation and influence, to grasp the consumer psychology and behavior, can accurately find the incentive method, the consumer behavior of the consumer participation in virtual brand community The behavior motivation, has important theoretical and practical significance to study the influencing factors and the mechanism. This paper takes the main theory of motivation psychology as the basis, from the perspective of the relationship, highlighting the social attribute of virtual brand community, individual consumers in the study of social groups in the various relations in the social relationship between perception and expectation in the interests, and to study its formation mechanism in virtual brand community participation behavior. On the basis of theoretical analysis, the influencing factors of motivation behavior as the main line, the theoretical model of virtual brand community consumer participation behavior mechanism, and put forward the virtual brand community in individual characteristics, environmental characteristics, research assuming the motivation and consumer participation behavior between the internal mechanism. In the empirical study, firstly, through a questionnaire survey of small scale data (n= 127), to ask Volume were optimized and simplified, and then to the members of the virtual brand community as the research object, a total of 748 questionnaires, 688 questionnaires, the questionnaire for screening, eligible respondents, obtained 561 valid questionnaires, the effective questionnaire recovery rate of 75%. in data processing, the effective sample data were randomly divided into two groups, named as sample 1 and sample 2 (n=280) (n=281), and then using the cross validation method, exploratory factor analysis with 1 samples, with 2 samples for confirmatory factor analysis. Finally, through the correlation analysis, structural equation model analysis, regression analysis, to validate the conceptual model using the 561 sets of data of the total sample. Through theoretical and empirical analysis, the main conclusions are as follows: (1) the virtual brand community participation behavior including knowledge sharing, cooperative production and social interaction of three specific dimensions of knowledge. Enjoy, interpersonal interaction reflects the interaction between consumers and consumers, cooperative production reflects the consumer and business / community interaction. (2) self efficacy, brand attachment, relationship of three factors on consumer trust in virtual brand community knowledge sharing behavior, as well as production behavior, interpersonal interaction behavior are influence on consumers' achievement motivation, affinity motivation, motive power also has a direct impact on consumer behavior. Production cooperation in virtual brand community and interpersonal interaction are achievement motivation, motive power, influence and motivation of three pro social motivation, and knowledge sharing behavior influence only by achievement motivation and power motivation, which is not affected by the affinity motivation. In self-efficacy, brand attachment, relationship trust and other three kinds of consumers' individual factors, self-efficacy of knowledge sharing, cooperative production, interpersonal interaction Influence of participation are the largest, self-efficacy on achievement motivation, affinity motivation, motive power impact is greatest. From the social motivation effect on participation path, the greatest impact is the achievement motivation of knowledge sharing behavior; the cooperative production behavior the biggest influence on the power motive; influence on interpersonal interaction behavior is the largest affinity motivation. (3) in the virtual brand community, self efficacy, effects of brand attachment and trust on knowledge sharing behavior is fully mediated by achievement motivation and power motivation. Self efficacy, influence of trust on cooperation production behavior is through achievement motivation, to achieve full mediation the role of affinity motivation and power motives, and the effects of brand attachment to the cooperative production behavior is realized through the three part of the intermediary role of motivation. Self efficacy, according to the brand Love, relationship trust in interpersonal interaction is through achievement motivation, realize fully mediated affinity motivation and power motives. (4) in the atmosphere of community interaction self-efficacy, brand attachment, trust and other individual factors to influence have positive effects on significant knowledge sharing in virtual brand community in the atmosphere of community interaction. Self efficacy, brand attachment, trust and other individual factors of virtual brand community cooperative production behavior, has the control effect is relatively weak influence of interpersonal interaction behavior. The results of the study on the perfection of consumer psychology and behavior theory has played a positive role, but because of the author's own academic ability and objective conditions the limit, this research also has many deficiencies in the complete process, such as the research method is single, the representativeness of the sample and inclusive needs to be improved And so on, this provides a breakthrough research direction for future research.

【学位授予单位】：江西财经大学
【学位级别】：博士
【学位授予年份】：2016
【分类号】：F713.55

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