【摘要】：在虛擬品牌社區(qū)中，，企業(yè)營(yíng)銷管理面臨的新挑戰(zhàn)來自于顧客角色的變化，傳統(tǒng)的企業(yè)顧客關(guān)系與權(quán)力的平衡正在向顧客傾斜。企業(yè)希望通過虛擬品牌社區(qū)加強(qiáng)與顧客之間的關(guān)系，并通過顧客的分享信息行為獲得價(jià)值。顧客感知支持為這種新型社交顧客關(guān)系管理提供了研究切入點(diǎn)。 本文首先回顧了有關(guān)顧客感知支持、顧客信任、虛擬品牌社區(qū)和分享信息意愿的國(guó)內(nèi)外文獻(xiàn)，基于組織支持理論，從顧客感知的視角探討企業(yè)為顧客提供組織支持的有效性，構(gòu)建了顧客感知支持、顧客信任和分享信息意愿的關(guān)系模型。在先前學(xué)者的研究基礎(chǔ)上確定測(cè)量模型和研究設(shè)計(jì)，通過問卷調(diào)查的方式收集，運(yùn)用結(jié)構(gòu)方程模型分析方法檢驗(yàn)顧客感知支持維度劃分的有效性以及顧客感知支持、顧客信任和分享信息意愿之間的影響關(guān)系。本研究的樣本主要來自于新浪微博企業(yè)版這一類虛擬品牌社區(qū)的成員，共回收240份有效問卷，采用結(jié)構(gòu)方程模型進(jìn)行假設(shè)檢驗(yàn)，研究結(jié)果表明，顧客感知支持的三個(gè)關(guān)鍵構(gòu)成維度對(duì)社區(qū)成員信任的建立和分享信息意愿的提升具有顯著的影響作用，同時(shí)證明信任在顧客感知支持和分享信息意愿的影響關(guān)系中起到中介作用。研究結(jié)果識(shí)別出企業(yè)在虛擬品牌社區(qū)中的新角色，提出了企業(yè)通過傳遞組織支持加強(qiáng)虛擬品牌社區(qū)管理的措施建議，期望為國(guó)內(nèi)虛擬品牌社區(qū)實(shí)際的管理工作提供借鑒參考。
[Abstract]:In the virtual brand community, the new challenge of enterprise marketing management comes from the change of customer role. The traditional balance of customer relationship and power is tilting towards customers. The enterprise hopes to strengthen the relationship with customers through virtual brand community and gain value by sharing information among customers. Customer perceived support provides a starting point for this new type of social customer relationship management. This paper first reviews the domestic and foreign literature on customer perceived support, customer trust, virtual brand community and the willingness to share information. Based on the theory of organizational support, this paper discusses the effectiveness of corporate organizational support for customers from the perspective of customer perception. The relationship model of customer perceived support, customer trust and the willingness to share information is constructed. On the basis of previous research, the measurement model and research design are determined, and the structure equation model analysis is used to test the validity of customer perception support dimension division and customer perception support. The relationship between customer trust and the willingness to share information. The sample of this study is mainly from the members of the virtual brand community of Sina Weibo Enterprise Edition. 240 valid questionnaires were collected, and the structural equation model was used to test the hypothesis. The results show that, The three key dimensions of customer perceived support have a significant impact on the building of community members' trust and the promotion of their willingness to share information. It also proves that trust plays an intermediary role in the relationship between customer perceived support and the willingness to share information. The research results identify the new role of enterprises in the virtual brand community, and put forward some suggestions on how to support virtual brand community management through the transfer organization, which is expected to provide a reference for the actual management of virtual brand community in China.
【學(xué)位授予單位】：北京理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274

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