本文選題：品牌社區(qū)　切入點(diǎn)：品牌忠誠度　出處：《湖南師范大學(xué)》2008年碩士論文

【摘要】： 目的 大量的研究表明了品牌社區(qū)和消費(fèi)者品牌忠誠度的正向關(guān)系,但是,也有研究表明,強(qiáng)大的品牌社區(qū)特別是當(dāng)下網(wǎng)絡(luò)的發(fā)達(dá)在方便社區(qū)成員分享交流經(jīng)驗(yàn)的同時(shí)也滋生了謠言傳播的途徑,易造成負(fù)面影響。基于此種矛盾,本研究將設(shè)置實(shí)驗(yàn)情境考察當(dāng)負(fù)面信息以其特定的方式在品牌社區(qū)中傳遞時(shí)對(duì)品牌社區(qū)消費(fèi)者產(chǎn)生的影響。 方法 研究將“諾基亞”確定為核心品牌,以大學(xué)生為被試,先編寫問卷挑選屬于“諾基亞”品牌社區(qū)的大學(xué)生被試,然后以一般消費(fèi)者為對(duì)照,選擇購買意向?yàn)闇y(cè)量維度,試圖探尋負(fù)面信息對(duì)諾基亞品牌社區(qū)消費(fèi)者購買意向的影響。 結(jié)果 (1)將接觸負(fù)面信息后的一般消費(fèi)者被試和隸屬于“諾基亞”品牌社區(qū)的社區(qū)消費(fèi)者被試的購買意向進(jìn)行比較,結(jié)果出現(xiàn)顯著性差異,負(fù)面信息對(duì)于一消費(fèi)者的消極影響遠(yuǎn)大于對(duì)社區(qū)消費(fèi)者的影響。 (2)以接觸正面信息后的購買意向?yàn)閷?duì)照,比較與產(chǎn)品有關(guān)的負(fù)面信息和與企業(yè)形象有關(guān)的負(fù)面信息兩種負(fù)面信息對(duì)社區(qū)消費(fèi)者的影響,結(jié)果發(fā)現(xiàn)與企業(yè)形象有關(guān)的負(fù)面信息較與產(chǎn)品有關(guān)的負(fù)面信息對(duì)品牌社區(qū)消費(fèi)者影響較大,而一般消費(fèi)者的情況正好相反。 結(jié)論 品牌社區(qū)消費(fèi)者因?yàn)橛休^高的品牌忠誠度,其購買意向受負(fù)面信息影響較少。另外,與企業(yè)形象有關(guān)的負(fù)面信息較與產(chǎn)品有關(guān)的負(fù)面信息對(duì)品牌社區(qū)消費(fèi)者購買意向影響較大,而對(duì)于一般消費(fèi)者而言,情況正好相反。 這些結(jié)論,不僅有利于研究者們進(jìn)一步了解和認(rèn)識(shí)品牌社區(qū)消費(fèi)者的消費(fèi)行為,充實(shí)了品牌社區(qū)研究成果,而且對(duì)于企業(yè)創(chuàng)立和維護(hù)自身品牌形象,開展?fàn)I銷活動(dòng)都有非常重要的參考價(jià)值。
[Abstract]:PurposeA large number of studies have shown a positive relationship between brand community and consumer brand loyalty, but there are also studies showing that,The development of strong brand community, especially the current network, not only facilitates community members to share their experiences, but also breeds the way of spreading rumors, which can easily cause negative effects.Based on this contradiction, this study will set up an experimental situation to examine the impact of negative information on the consumers of brand community when the negative information is transmitted in the brand community in its specific way.MethodIn this study, "Nokia" was determined as the core brand, and college students were chosen as the subjects. First, a questionnaire was compiled to select the college students who belong to the "Nokia" brand community, and then the average consumer was taken as the control, and the purchase intention was chosen as the measurement dimension.Try to explore the negative information on the Nokia brand community consumer purchase intention.Result(1) comparing the purchase intention of the general consumers exposed to the negative information with those of the community consumers who belong to the "Nokia" brand community, the results showed that there were significant differences.The negative effect of negative information on a consumer is much greater than that on community consumers.(2) to compare the impact of negative information related to products and negative information related to corporate image on community consumers, in contrast to the purchase intention after exposure to positive information.The results show that the negative information related to the corporate image has a greater impact on the consumers in the brand community than the negative information related to the products, but the situation of the general consumers is just the opposite.ConclusionBecause of high brand loyalty, the purchase intention of brand community consumers is less affected by negative information.In addition, the negative information related to corporate image has a greater impact on the purchase intention of consumers in the brand community than the negative information related to products, but for the general consumers, the situation is just the opposite.These conclusions not only help the researchers to understand and understand the consumer behavior of the brand community consumers, but also enrich the research results of brand community research, and also help the enterprises to establish and maintain their own brand image.Carrying out marketing activities has very important reference value.
【學(xué)位授予單位】：湖南師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F713.5

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本文編號(hào)：1727428