本文關(guān)鍵詞：基于SNS虛擬社區(qū)的互動對消費者品牌認(rèn)知的影響研究　出處：《南京理工大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

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【摘要】：品牌認(rèn)知是企業(yè)品牌資產(chǎn)的一個重要組成部分,越來越多的學(xué)者和企業(yè)家認(rèn)識到了品牌認(rèn)知對塑造品牌的重要作用。SNS虛擬社區(qū)的興起與熱門,及這個平臺的高度互動使得人們開始關(guān)注這一網(wǎng)絡(luò)互動平臺。許多企業(yè)利用SNS虛擬社區(qū)的互動開展互動活動,并取得了非凡的成績,這使學(xué)者和企業(yè)家認(rèn)識到在SNS虛擬社區(qū)開展?fàn)I銷活動是提高消費者品牌認(rèn)知的一個新的重要的手段�，F(xiàn)在國內(nèi)關(guān)于基于SNS虛擬社區(qū)的互動對消費者品牌認(rèn)知的影響的實證研究比較缺乏。本文主要以SNS虛擬社區(qū)為研究平臺,其參與互動的社區(qū)成員為研究對象,通過對相關(guān)理論的收集和研究,以基于SNS虛擬社區(qū)的互動效用為中間變量,探討基于SNS虛擬社區(qū)的互動對消費者品牌認(rèn)知的影響。 本文通過文獻(xiàn)資料的收集,結(jié)合前人成熟的研究結(jié)果,將基于SNS虛擬社區(qū)的互動的維度設(shè)置為4個：互動場所、互動內(nèi)容、互動特性和互動方式。然后在此基礎(chǔ)上,提出各個維度的變量,其中互動場所的變量包括準(zhǔn)確定位、制定化、規(guī)范化和技術(shù)保證,互動特性的變量是身份真實性和虛擬性,互動方式的變量有四個——同步／異步互動和單人／多人互動,互動內(nèi)容包括工具互動和人際互動兩個變量。其次,對中間變量互動效用的維度設(shè)計參考了成熟的研究結(jié)果,從社區(qū)成員參與互動活動的需求出發(fā),將其維度設(shè)置為功能性效用、社會性效用和心理性效用、其中功能性效用的變量是信息獲取和娛樂體驗,社會性效用包括信任和社會規(guī)范兩個變量,而心理性效用的變量是爽體驗和認(rèn)同感。最后,對因變量消費者品牌認(rèn)知的評價指標(biāo),本研究從品牌認(rèn)知的內(nèi)涵出發(fā),參考了BAV提出了評價消費者品牌認(rèn)知的四個基本元素——差異性、相關(guān)性、尊重度和認(rèn)知度,提出了品牌認(rèn)知的四個問項。 本文運用SPSS19.0軟件和LISREL8.7軟件對收集的數(shù)據(jù)分別進(jìn)行信度和效度分析,相關(guān)及回歸分析,得出基于SNS虛擬社區(qū)的互動效用的社會性效用和心理性效用正面積極地影響著消費者的品牌認(rèn)知,信任、社會規(guī)范和認(rèn)同感對消費者的品牌認(rèn)知有正向的顯著的影響,而功能性效用,信息獲取、娛樂體驗和爽體驗對消費者的品牌認(rèn)知沒有顯著的影響�；赟NS虛擬社區(qū)的互動的各維度分別對互動效用及其維度的影響不一樣。其中互動內(nèi)容和互動場所對互動效用及其維度有正向的顯著的影響,而互動方式對互動效用及心理性效用有負(fù)向的影響�；犹匦詫有в�、功能性效用、社會性效用和心理性效用沒有顯著性的影響�；臃绞綄δ苄孕в煤蜕鐣孕в脹]有顯著性的影響。最后,結(jié)合本研究的相關(guān)實證結(jié)論,就企業(yè)如何在SNS虛擬社區(qū)實行互動活動,從而提高消費者的品牌認(rèn)知提出一些營銷啟示。
[Abstract]:Brand cognition is an important part of enterprise brand equity. More and more scholars and entrepreneurs realize the importance of brand recognition to brand shaping. The rise and popularity of virtual community SNS. And the high level of interaction of this platform makes people begin to pay attention to this network interactive platform. Many enterprises use the interaction of SNS virtual community to carry out interactive activities, and have made remarkable achievements. This makes scholars and entrepreneurs realize that marketing activities in SNS virtual community is a new and important means to enhance consumers' brand awareness. There is a lack of empirical research on the impact of cognition. This paper mainly takes SNS virtual community as the research platform. Through the collection and research of the relevant theories, the interactive utility of the virtual community based on SNS is the intermediate variable. To explore the impact of SNS-based virtual community interaction on consumer brand recognition. In this paper, through the collection of literature, combined with the previous mature research results, the interactive dimension based on SNS virtual community is set to four: interactive place, interactive content. Then on this basis, the variables of each dimension are put forward, among which, the variables of the interactive place include accurate positioning, standardization, standardization and technical guarantee. The variables of interaction feature are identity authenticity and fictitious. There are four variables in the mode of interaction: synchronous / asynchronous interaction and single / multi-person interaction. The interactive content includes two variables: tool interaction and interpersonal interaction. According to the mature research results, the dimension design of interactive utility of intermediate variables is set up as functional utility, social utility and psychological utility from the needs of community members to participate in interactive activities. The functional utility variables are information acquisition and entertainment experience, the social utility includes trust and social norms, while the psychological utility variables are cool experience and identity. Finally. For the evaluation index of dependent variable consumer brand cognition, this study starts from the connotation of brand cognition, referring to BAV put forward four basic elements to evaluate consumer brand cognition-difference, relevance. Respect degree and recognition degree, put forward four questions of brand cognition. In this paper, SPSS19.0 software and LISREL8.7 software were used to analyze the reliability and validity of the collected data, correlation and regression analysis. It is concluded that the social utility and psychological utility of interactive utility based on SNS virtual community positively affect the brand cognition and trust of consumers. Social norms and identity have a positive and significant impact on consumer brand awareness, while functional utility, information acquisition. Entertainment experience and cool experience have no significant influence on consumers' brand cognition. Each dimension of interaction based on SNS virtual community has different influence on interactive utility and dimension. Among them, interactive content and interactive place are different. It has a positive and significant effect on the interactive utility and its dimensions. The interactive mode has a negative effect on the interactive utility and psychological utility. The interactive characteristics have a negative impact on the interactive utility and the functional utility. Social utility and psychological utility have no significant impact. Interaction mode has no significant impact on functional utility and social utility. Finally, combined with the empirical results of this study. This paper puts forward some marketing enlightenments on how to implement the interactive activities in the SNS virtual community so as to improve the consumers' brand cognition.
【學(xué)位授予單位】：南京理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F274;F49;F224

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 李美;SNS虛擬社區(qū)知識治理的效益測度模型研究[D];上海師范大學(xué);2013年

2 邢曉波;企業(yè)家代言人對消費者品牌認(rèn)知的影響研究[D];遼寧大學(xué);2013年

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本文編號：1409481