本文選題：社會(huì)臨場(chǎng)感 + 社區(qū)認(rèn)同��； 參考：《山東大學(xué)》2017年碩士論文

【摘要】：互聯(lián)網(wǎng)技術(shù)的快速發(fā)展,為消費(fèi)者與消費(fèi)者、消費(fèi)者與企業(yè)之間相互溝通提供了非常大的便利性和趣味性,但不可否認(rèn)的是它也剝奪了虛擬網(wǎng)絡(luò)空間內(nèi)成員之間直接的社會(huì)接觸。在虛擬的網(wǎng)絡(luò)空間中,企業(yè)如何維系與消費(fèi)者之間的良好關(guān)系,提升消費(fèi)者對(duì)品牌的忠誠度和美譽(yù)度,是網(wǎng)絡(luò)溝通背景下的企業(yè)需要認(rèn)真思考的問題。近年來,陸續(xù)有研究者關(guān)注虛擬網(wǎng)絡(luò)空間內(nèi)的社會(huì)臨場(chǎng)感,并通過不同的視角來探究個(gè)體在虛擬網(wǎng)絡(luò)空間中社會(huì)臨場(chǎng)感缺失及補(bǔ)償?shù)膯栴},但在營(yíng)銷領(lǐng)域,對(duì)于虛擬品牌社區(qū)內(nèi)社會(huì)臨場(chǎng)感對(duì)成員態(tài)度與行為的作用機(jī)理的揭示還未被有效關(guān)注。為此,本研究在對(duì)社會(huì)臨場(chǎng)感理論、社區(qū)認(rèn)同理論和品牌承諾的相關(guān)文獻(xiàn)進(jìn)行回顧和梳理的基礎(chǔ)上,構(gòu)建了社會(huì)臨場(chǎng)感對(duì)品牌承諾影響的理論框架,探究虛擬品牌社區(qū)中其他成員的虛擬臨場(chǎng)對(duì)個(gè)體對(duì)所在社區(qū)和品牌態(tài)度傾向的影響機(jī)制,主要內(nèi)容包括:第一,在對(duì)相關(guān)文獻(xiàn)進(jìn)行梳理和評(píng)述的基礎(chǔ)上,本研究將社會(huì)臨場(chǎng)感界定義為在虛擬品牌社區(qū)中內(nèi)部成員對(duì)其他社區(qū)成員的共在意識(shí),同時(shí)伴隨著相互之間在情感和認(rèn)知方面的契合,并將其分為意識(shí)社會(huì)臨場(chǎng)感、情感社會(huì)臨場(chǎng)感和認(rèn)知社會(huì)臨場(chǎng)感三個(gè)維度。第二,基于社會(huì)臨場(chǎng)感理論,本研究構(gòu)建了虛擬品牌社區(qū)環(huán)境下社會(huì)臨場(chǎng)感對(duì)社區(qū)成員對(duì)社區(qū)和品牌態(tài)度的助長(zhǎng)機(jī)理模型,并通過520份有效問卷進(jìn)行檢驗(yàn)。實(shí)證結(jié)果表明,社會(huì)臨場(chǎng)感的三個(gè)維度分別通過社群認(rèn)同、品牌認(rèn)同這兩個(gè)中介變量間接影響社區(qū)內(nèi)成員對(duì)品牌關(guān)系的承諾。本研究的創(chuàng)新點(diǎn)主要體現(xiàn)在:一是將廣泛應(yīng)用于虛擬學(xué)習(xí)社區(qū)的社會(huì)臨場(chǎng)感引入營(yíng)銷情境,揭示了其結(jié)構(gòu)維度,拓展了其應(yīng)用領(lǐng)域;二是構(gòu)建并驗(yàn)證了社會(huì)臨場(chǎng)感對(duì)虛擬品牌社區(qū)成員品牌態(tài)度的作用機(jī)理,證實(shí)了虛擬品牌社區(qū)中環(huán)境變量對(duì)個(gè)體心理的作用機(jī)制;三是為網(wǎng)絡(luò)營(yíng)銷背景下的企業(yè)有效開展虛擬品牌社區(qū)管理提供了理論依據(jù)和實(shí)踐借鑒。
[Abstract]:The rapid development of Internet technology has provided great convenience and interest for consumers and consumers, consumers and enterprises to communicate with each other. But there is no denying that it also deprives the members of virtual cyberspace of direct social contact. In the virtual cyberspace, how to maintain a good relationship with consumers and enhance the loyalty and reputation of consumers is a problem that enterprises need to seriously consider under the background of network communication. In recent years, some researchers pay more and more attention to the sense of social presence in virtual cyberspace, and through different perspectives to explore the lack of social sense of presence and compensation in virtual cyberspace, but in the field of marketing, The mechanism of social presence in virtual brand community to the attitude and behavior of its members has not been paid much attention to. Therefore, on the basis of reviewing and combing the theory of social presence, the theory of community identity and brand commitment, this study constructs the theoretical framework of the influence of social presence on brand commitment. This paper explores the influence mechanism of the virtual presence of other members of the virtual brand community on the individual's attitude towards the community and brand. The main contents are as follows: first, on the basis of combing and commenting on the relevant literature, In this study, the community of social presence is defined as the co-consciousness of the internal members of the virtual brand community to other community members, accompanied by the mutual emotional and cognitive agreement, and it is divided into conscious social sense of presence. Emotional social presence and cognitive social presence three dimensions. Secondly, based on the theory of social sense of presence, this study constructs a model of promoting mechanism of social presence to community members' attitude towards community and brand under virtual brand community environment, and tests it by 520 valid questionnaires. The empirical results show that the three dimensions of social presence affect the commitment of community members to brand relationship indirectly through community identity and brand identity. The main innovations of this study are as follows: firstly, the social presence which is widely used in the virtual learning community is introduced into the marketing situation, which reveals its structural dimension and expands its application field; Second, it constructs and verifies the mechanism of social presence to the brand attitude of virtual brand community members, and confirms the action mechanism of environmental variables on individual psychology in virtual brand community. Third, it provides theoretical basis and practical reference for enterprises to carry out virtual brand community management effectively under the background of network marketing.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 朱佳;;社會(huì)存在感對(duì)社交商務(wù)消費(fèi)者滿意度的影響研究[J];消費(fèi)經(jīng)濟(jì);2016年01期

2 趙宏霞;王新海;周寶剛;;B2C網(wǎng)絡(luò)購物中在線互動(dòng)及臨場(chǎng)感與消費(fèi)者信任研究[J];管理評(píng)論;2015年02期

3 李華敏;李茸;;顧客體驗(yàn)、品牌認(rèn)同與品牌忠誠的關(guān)系研究——以蘋果手機(jī)的青年顧客體驗(yàn)為例[J];經(jīng)濟(jì)與管理;2013年08期

4 楊霖華;;中小企業(yè)虛擬品牌社區(qū)用戶行為分析及營(yíng)銷策略[J];商業(yè)時(shí)代;2013年13期

5 王靜一;田陽;王海忠;;虛擬品牌社群如何創(chuàng)造品牌忠誠?——基于不同承諾類型的中介作用[J];中大管理研究;2012年03期

6 李永鑫;李藝敏;申繼亮;;教師的組織認(rèn)同與職業(yè)認(rèn)同[J];河南大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2012年02期

7 葉莉莉;陳彬彬;;信息豐裕度對(duì)C2C網(wǎng)上交易初始信任影響研究——基于社會(huì)存在感理論[J];中南財(cái)經(jīng)政法大學(xué)研究生學(xué)報(bào);2011年04期

8 劉新;楊偉文;;消費(fèi)者參與虛擬品牌社群前定因素研究[J];軟科學(xué);2011年03期

9 王新新;薛海波;;品牌社群社會(huì)資本、價(jià)值感知與品牌忠誠[J];管理科學(xué);2010年06期

10 王廣新;劉興波;;虛擬現(xiàn)實(shí)情境內(nèi)臨場(chǎng)感的結(jié)構(gòu)、影響因素與特征[J];中國(guó)電化教育;2010年11期

相關(guān)博士學(xué)位論文 前2條

1 呂洪兵;B2C網(wǎng)店社會(huì)臨場(chǎng)感與粘性傾向的關(guān)系研究[D];大連理工大學(xué);2012年

2 劉新;虛擬品牌社群對(duì)品牌忠誠的影響研究[D];中南大學(xué);2011年

相關(guān)碩士學(xué)位論文 前2條

1 張兆海;社區(qū)認(rèn)同對(duì)品牌忠誠的影響研究[D];南京工業(yè)大學(xué);2014年

2 董子凡;虛擬社區(qū)的用戶特征研究[D];中國(guó)人民大學(xué);2008年

，

本文編號(hào)：1795641