本文選題：虛擬品牌社區(qū)　切入點：參與動機　出處：《南京工業(yè)大學(xué)》2015年碩士論文

【摘要】：在信息網(wǎng)絡(luò)時代,網(wǎng)絡(luò)對于經(jīng)濟發(fā)展和企業(yè)經(jīng)營的重要性日益凸顯,網(wǎng)絡(luò)營銷已經(jīng)成為企業(yè)營銷的重要手段。與此同時,網(wǎng)絡(luò)的普及,也帶動了消費者消費模式的轉(zhuǎn)變,越來越多的消費者傾向于從論壇、網(wǎng)絡(luò)社區(qū)等網(wǎng)上交流平臺獲取信息、分享消費心得,并在網(wǎng)上進(jìn)行購買行為。因而,通過虛擬品牌社區(qū)構(gòu)建來維系消費者與企業(yè)品牌之間的關(guān)系已經(jīng)成為眾多企業(yè)關(guān)注的重點。本文從消費者參與虛擬品牌社區(qū)的動機出發(fā),研究參與動機對其在社區(qū)內(nèi)的創(chuàng)新行為的影響,同時引入社區(qū)認(rèn)同這一中介變量,基于實證分析,研究參與動機、社區(qū)認(rèn)同和創(chuàng)新行為三者之間的關(guān)系。本文基于已有的研究成果,構(gòu)建出基于社區(qū)認(rèn)同的消費者參與動機對創(chuàng)新行為的影響模型。分別分析參與動機、社區(qū)認(rèn)同和創(chuàng)新行為三者之間的直接效應(yīng),以及社區(qū)認(rèn)同在參與動機對創(chuàng)新行為的影響過程中的中介作用。本文選擇了較為成熟的蘋果社區(qū)為調(diào)查對象,在社區(qū)論壇、微信公眾號、官方微博等途徑收集研究所需數(shù)據(jù),然后利用S P S S 1 9.0和A m o s 2 1.0進(jìn)行實證研究,對問卷數(shù)據(jù)進(jìn)行了信度和效度檢驗,然后進(jìn)行相關(guān)性分析和多元回歸分析來研究直接效應(yīng)和中介效應(yīng)。本研究將參與動機分為四個維度:信息動機、工具動機、娛樂動機和社交動機;將創(chuàng)新行為分為兩個維度:信息共享和合作消費;將中介變量社區(qū)認(rèn)同分為三個維度:社區(qū)歸屬、品牌認(rèn)同和社區(qū)信任。通過實證研究,得出以下結(jié)論:(1)就參與動機對創(chuàng)新行為的直接效應(yīng)來說:信息動機、工具動機和社交動機對信息共享均有正向影響;信息動機和工具動機對合作消費有正向影響。(2)就社區(qū)認(rèn)同在參與動機對創(chuàng)新行為影響的中介作用來說:社區(qū)歸屬和品牌認(rèn)同在參與動機對信息共享、合作消費的影響中均起中介作用;社區(qū)信任在參與動機對合作消費影響中起中介作用。本研究基于社區(qū)認(rèn)同視角,來討論消費者參與虛擬品牌社區(qū)動機對其創(chuàng)新行為的影響,具有一定的理論和實踐意義。為企業(yè)在構(gòu)建虛擬品牌社區(qū)、提高消費者對虛擬品牌社區(qū)的參與積極性、參與程度,以及促進(jìn)消費者創(chuàng)新從而帶動虛擬品牌社區(qū)創(chuàng)新具有一定的借鑒作用。
[Abstract]:In the era of information network, the importance of network for economic development and enterprise management is increasingly prominent, network marketing has become an important means of enterprise marketing.At the same time, the popularity of the network has also led to the transformation of consumer consumption patterns. More and more consumers tend to obtain information from online communication platforms such as forums and online communities, share consumer experiences, and purchase behavior on the Internet.Therefore, to maintain the relationship between consumers and enterprise brands through the construction of virtual brand community has become the focus of many enterprises.From the perspective of consumers' motivation to participate in virtual brand community, this paper studies the influence of participation motivation on their innovative behavior in the community, and introduces community identity as an intermediary variable to study participation motivation based on empirical analysis.The relationship between community identity and innovation behavior.Based on the existing research results, this paper constructs a model of the impact of consumer participation motivation on innovation behavior based on community identity.This paper analyzes the direct effect of participation motivation, community identity and innovation behavior, as well as the intermediary role of community identity in the process of the influence of participation motivation on innovation behavior.In this paper, the more mature apple community is selected as the research object, and the necessary data are collected in community forum, WeChat Official account and official Weibo, and then the empirical research is carried out by using S P S 19. 0 and A m o s 21. 0, respectively.The reliability and validity of questionnaire data were tested, and then the direct effect and intermediary effect were studied by correlation analysis and multiple regression analysis.This study divides participation motivation into four dimensions: information motivation, instrumental motivation, entertainment motivation and social motivation, innovation behavior is divided into two dimensions: information sharing and cooperative consumption;The intermediary variable community identity is divided into three dimensions: community ownership, brand identity and community trust.From the empirical study, we can draw the following conclusion: information motivation, instrumental motivation and social motivation have positive effects on information sharing in terms of the direct effect of participation motivation on innovation behavior;Information motivation and instrumental motivation have positive influence on cooperative consumption. (2) as to the intermediary role of community identity in the influence of participation motivation on innovation behavior, community ownership and brand identity have positive influence on cooperative consumption.Community trust plays an intermediary role in the influence of cooperative consumption, and community trust plays an intermediary role in the influence of participation motivation on cooperative consumption.This study is based on the perspective of community identity to discuss the impact of consumer participation in virtual brand community motivation on its innovative behavior, which has theoretical and practical significance.It is helpful for enterprises to construct virtual brand community, to improve consumers' enthusiasm and degree of participation in virtual brand community, and to promote consumer innovation so as to promote virtual brand community innovation.
【學(xué)位授予單位】：南京工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274

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