本文選題：虛擬品牌社群 + 信息互動��； 參考：《江西財經(jīng)大學(xué)》2017年碩士論文

【摘要】：如今,隨著互聯(lián)網(wǎng)技術(shù)的突飛猛進(jìn)發(fā)展,“品牌消費(fèi)”慢慢成為消費(fèi)者所熱衷的消費(fèi)理念。具有使用共同品牌而形成的社會關(guān)系就形成了“品牌社群”。品牌社群作為商家的經(jīng)營方式,能夠聚攏品牌的用戶,提高用戶的品牌認(rèn)知與忠誠。虛擬品牌社群作為品牌社群在互聯(lián)網(wǎng)中的一種特征,它不再像以往社群那樣受時間和空間的局限,在這樣的社群中融入了更多擁有相同價值觀和喜好的用戶。虛擬品牌社群是由特定產(chǎn)品品牌為焦點形成的某種群體,社群成員通過BBS或特定的溝通方式相互溝通相易產(chǎn)品信息和親身體驗,例如,小米社群、“羅輯思維”社群、“越野e族”社群、“秋葉PPT”社群等等。本文首先從虛擬品牌社群相關(guān)概念出發(fā),以社群互動為自變量,社群意識為中介變量,產(chǎn)品購買決策為因變量,構(gòu)建虛擬品牌社群下的社群互動對產(chǎn)品購買決策的影響模型,對虛擬品牌社群中的信息互動與人際互動如何通過中介變量社群意識對用戶的產(chǎn)品購買決策產(chǎn)生影響的機(jī)理進(jìn)行分析。經(jīng)過設(shè)計論證,主要總結(jié)出以下觀點:(1)虛擬品牌社群互動能夠?qū)τ脩舻漠a(chǎn)品購買決策產(chǎn)生直接的影響,中介變量社群意識也具有不同程度的中介作用。(2)社群互動對購買決策的影響研究中,社群歸屬作用最大,其次是社群信任,最后是社群滿意。(3)提出了關(guān)于提升虛擬品牌社群互動中用戶購買決策的建議,第一,從虛擬品牌社群建設(shè)方面出發(fā),主要包括軟硬件的開發(fā);第二,從虛擬品牌社群管理方面,主要包括引導(dǎo)成員的參與和建立良好的激勵機(jī)制;第三,從風(fēng)險控制角度,為消費(fèi)者提供一個比較穩(wěn)定安心的購物環(huán)境。
[Abstract]:Nowadays, with the rapid development of Internet technology, brand consumption has gradually become a popular consumer concept. Social relations formed by the use of a common brand form a "brand community". Brand community, as a business management mode, can gather brand users and improve their brand awareness and loyalty. As a characteristic of brand community in the Internet, virtual brand community is no longer limited by time and space as before, and more users with the same values and preferences are included in such community. The virtual brand community is a group of people focused on specific product brands. Members of the community communicate with each other through BBS or specific communication methods to exchange product information and experience, for example, the Xiaomi community, the "Luo Ji thinking" community. Cross country e community, autumn leaf PPT community and so on. This paper starts from the concept of virtual brand community, takes community interaction as independent variable, community consciousness as intermediary variable, product purchase decision as dependent variable, and constructs the model of influence of community interaction on product purchase decision in virtual brand community. This paper analyzes the mechanism of how information interaction and interpersonal interaction in virtual brand community affect users' product purchase decisions through community awareness of intermediary variables. Through the design demonstration, the following views are summarized: 1) the interaction of virtual brand community can have a direct impact on the product purchase decision of the user. In the study of the influence of community interaction on purchasing decision, the effect of community ownership is the most important, followed by community trust. Finally, the author puts forward some suggestions on how to promote the user purchase decision in the interaction of virtual brand community. Firstly, from the aspect of virtual brand community construction, it mainly includes the development of software and hardware; second, from the aspect of virtual brand community management, It mainly includes guiding members' participation and establishing good incentive mechanism. Thirdly, from the point of view of risk control, it provides a relatively stable and secure shopping environment for consumers.
【學(xué)位授予單位】：江西財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F713.55;F724.6

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