【摘要】：目前，社會(huì)化網(wǎng)絡(luò)與Web2.0技術(shù)呈現(xiàn)出迅猛的發(fā)展勢(shì)頭，企業(yè)運(yùn)作模式與網(wǎng)絡(luò)社區(qū)便由此誕生。國(guó)內(nèi)外一些研究學(xué)者認(rèn)為品牌社區(qū)的建設(shè)為品牌提供了一個(gè)獨(dú)特的機(jī)會(huì)來(lái)培養(yǎng)他們與消費(fèi)者的關(guān)系，從而穩(wěn)固品牌的競(jìng)爭(zhēng)優(yōu)勢(shì)，是互聯(lián)網(wǎng)時(shí)代下的新興營(yíng)銷模式。據(jù)商業(yè)的實(shí)證結(jié)果顯示，借助于網(wǎng)絡(luò)品牌社區(qū)，企業(yè)可在網(wǎng)絡(luò)建設(shè)的過(guò)程中確立消費(fèi)者的主導(dǎo)地位，這就有利于他們間良好關(guān)系的發(fā)展，進(jìn)而提高其購(gòu)買率。因此，越來(lái)越多的企業(yè)認(rèn)識(shí)到了網(wǎng)絡(luò)品牌社區(qū)作為關(guān)系營(yíng)銷溝通杠桿的優(yōu)勢(shì)。品牌社區(qū)在給企業(yè)創(chuàng)造另外的交流窗口的同時(shí)，還在一定程度上確保了用戶的忠誠(chéng)度。這些客戶花費(fèi)時(shí)間和精力去從事與消費(fèi)相關(guān)的活動(dòng)并與他人分享知識(shí)，從而提高了總體知識(shí)水平并貢獻(xiàn)于特定的產(chǎn)品及其附屬品�，F(xiàn)階段，我國(guó)在該層面中的研究與國(guó)外還仍有差距，理論與實(shí)證分析尚在發(fā)展初期，且較少分析網(wǎng)絡(luò)品牌社區(qū)對(duì)購(gòu)買者消費(fèi)行為的影響機(jī)制。 本文以虛擬品牌社區(qū)內(nèi)部的品牌關(guān)系為視角，回顧并梳理品牌社區(qū)、品牌信任和購(gòu)買意愿的文獻(xiàn)，最終的目標(biāo)是采用實(shí)證研究的方法來(lái)闡釋基于網(wǎng)絡(luò)的品牌社區(qū)“消費(fèi)者中心模型”的要素（即消費(fèi)者和品牌、產(chǎn)品、企業(yè)和其他成員之間的關(guān)系）如何能夠影響消費(fèi)者購(gòu)買意愿。通過(guò)對(duì)比目前中外學(xué)者的研究，引入單維度變量品牌信任作為中介變量�；诶碚撃Ｐ�，已對(duì)300名網(wǎng)絡(luò)品牌社區(qū)消費(fèi)者進(jìn)行了實(shí)際調(diào)研，并對(duì)數(shù)據(jù)運(yùn)用相關(guān)和回歸等方法進(jìn)行分析，研究結(jié)果表明：依托網(wǎng)絡(luò)環(huán)境的背景，在品牌社區(qū)中科學(xué)構(gòu)建消費(fèi)者與產(chǎn)品、品牌、企業(yè)，以及與其他成員的四大關(guān)系，可在一定程度上增強(qiáng)品牌信任度，并且品牌信任對(duì)消費(fèi)者購(gòu)買意愿也有顯著正向的影響。同時(shí)，研究發(fā)現(xiàn)品牌信任在轉(zhuǎn)化品牌社區(qū)中元素間的交互關(guān)系到消費(fèi)者購(gòu)買意愿的過(guò)程中起到中介的作用。 通過(guò)實(shí)證研究，本文對(duì)市場(chǎng)營(yíng)銷實(shí)踐的啟示和未來(lái)的展望也進(jìn)行了討論。主要貢獻(xiàn)有：第一，了解在某種程度上，一個(gè)基于網(wǎng)絡(luò)環(huán)境的品牌社區(qū)能為其成員提供好處。不僅促進(jìn)了信息共享并加強(qiáng)了顧客彼此間的聯(lián)盟，也鞏固了消費(fèi)者與品牌、產(chǎn)品、企業(yè)和其他成員的關(guān)系，更促進(jìn)了購(gòu)買意愿；第二，分析結(jié)果為深入探究消費(fèi)者行為影響因素提供了堅(jiān)實(shí)的理論基礎(chǔ)，，也有助于企業(yè)積極探索品牌社區(qū)化的新型營(yíng)銷方式和策略；第三，強(qiáng)調(diào)了社交網(wǎng)絡(luò)的重要性，未來(lái)充分發(fā)揮社交性，將互動(dòng)和分享作為品牌社區(qū)用戶的主要行為，使關(guān)系網(wǎng)得到最大化利用。因此有理由相信，網(wǎng)絡(luò)品牌社區(qū)將會(huì)在未來(lái)市場(chǎng)營(yíng)銷中占有舉足輕重的地位，并且為消費(fèi)者和生產(chǎn)者之間的市場(chǎng)價(jià)值開(kāi)發(fā)來(lái)釋放新的活力。
[Abstract]:At present, social network and Web2.0 technology show a rapid development momentum, enterprise operation mode and network community is born. Some scholars at home and abroad believe that the construction of brand community provides a unique opportunity for the brand to cultivate their relationship with consumers, so as to stabilize the competitive advantage of the brand, which is a new marketing model in the Internet era. According to the empirical results of business, with the help of network brand community, enterprises can establish the dominant position of consumers in the process of network construction, which is conducive to the development of good relations between them, and then to improve their purchase rate. Therefore, more and more enterprises realize the advantage of network brand community as the leverage of relationship marketing communication. Brand community creates additional communication windows for enterprises, but also ensures customer loyalty to a certain extent. These clients spend time and effort on consumption-related activities and sharing knowledge with others, thus improving the overall level of knowledge and contributing to specific products and accessories. At this stage, there is still a gap between China and foreign countries in the research on this level. The theoretical and empirical analysis is still in the early stage, and less analysis of the impact of online brand community on consumer behavior of purchasers. From the perspective of brand relationship within virtual brand community, this paper reviews and combs the literature on brand community, brand trust and purchase intention. The ultimate goal is to use an empirical approach to explain the elements of the Web-based brand community "consumer center model" (that is, consumers and brands, products, etc. How the relationship between the business and other members can influence consumers' willingness to buy. By comparing the current researches of Chinese and foreign scholars, single-dimensional brand trust is introduced as intermediary variable. Based on the theoretical model, 300 consumers of online brand community have been investigated and analyzed by using the methods of correlation and regression. The results show that: relying on the background of the network environment, The scientific construction of the four relationships between consumers and products, brands, enterprises, and other members in the brand community can enhance brand trust to a certain extent, and brand trust also has a significant positive impact on consumers' willingness to buy. At the same time, it is found that brand trust plays an intermediary role in the process of transforming the interaction between elements in brand community to consumers' purchase intention. Through empirical research, this paper also discusses the implications of marketing practice and prospects for the future. The main contributions are: first, to understand that, to some extent, a network-based brand community can provide benefits for its members. It not only promotes the sharing of information and strengthens the alliance among customers, but also consolidates the relationship between consumers and brands, products, enterprises and other members, and promotes the willingness to buy. Second, the analysis results provide a solid theoretical basis for further exploring the influencing factors of consumer behavior, and also help enterprises actively explore new marketing methods and strategies of brand community. Thirdly, the importance of social network is emphasized. In the future, interaction and sharing are regarded as the main behaviors of the users of brand community, so that the relationship can be maximized. Therefore, it is reasonable to believe that the online brand community will play an important role in the future marketing and release new vitality for the development of market value between consumers and producers.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F713.55

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