本文選題：消費互動 + 共創(chuàng)價值��； 參考：《東華大學》2015年碩士論文

【摘要】：在過去，人們普遍認為作為經(jīng)濟實體的企業(yè)，其根本的目的就是盈利，即只重視所有者的利益。隨著科技的發(fā)展和社會的進步，市場環(huán)境發(fā)生了巨大的變化，消費者在市場中的角色發(fā)生了轉變，地位日益上升。消費互動給企業(yè)帶來的價值也受到越來越多學者的關注。 本研究將自我決定理論引入營銷領域，以汽車品牌虛擬社群為實證研究的對象，通過引入消費者自我決定感這一內在意識狀態(tài)，結合價值共創(chuàng)理論，S-O-R理論來對消費者互動和品牌忠誠的作用機制進行更細致的探討。本研究的主要目的是：試圖結合消費者最本質的刺激——消費互動和最重要的內在心里感知——自我決定感來打開消費互動對品牌忠誠影響機制的黑匣子。 本論文的前三章，主要通過梳理相關的理論和國內外學者的研究結論，結合消費者領域價值共創(chuàng)理論給出消費互動的三種互動方式及其操作性定義，，通過借鑒自我決定理論中的核心理論——基本心理需要理論將消費者的自我決定感劃分為自我能力感和歸屬感；再基于前人的研究，提出了初期的模型假設。第四章主要闡述選擇以汽車品牌虛擬社群為研究對象的意義，以及問卷的設計修正和發(fā)放情況。第五章是數(shù)據(jù)分析與假設檢驗，首先，通過信度效度檢驗來確保問卷數(shù)據(jù)的可靠性和內部一致性；然后，通過相關分析初步驗證研究結論；接著，通過回歸分析進一步指明關系的方向；最后，采用溫忠麟提出的中介效應檢驗程序對中介效應進行檢驗，并對研究模型進行了修正。第六章是研究結論與建議，結論部分主要試圖結合虛擬品牌社群的特性探討研究結果可能的原因；建議部分主要針對本研究的實證分析結果，對企業(yè)經(jīng)營虛擬品牌社群提出管理啟示和營銷建議，以提高消費者的品牌忠誠。 通過本文的研究分析，主要得出以下結論： （1）消費互動的三個維度（消費者—產(chǎn)品互動、消費者—消費者互動、消費者—員工互動）均能正向促進品牌忠誠。 （2）消費者—產(chǎn)品互動和消費者—消費者互動都對消費者的自我決定感有顯著正向影響，而消費者—員工互動對自我決定感的直接影響不顯著。 （3）消費者的自我歸屬感和自我能力感均能正向促進品牌忠誠。 （4）中介作用的檢驗：第一，消費者的自我歸屬感、自我能力感都在消費者—產(chǎn)品互動和品牌忠誠中起部分中介作用；第二，消費者的自我歸屬感、自我能力感都在消費者—消費者互動和品牌忠誠中起部分中介作用；第三，消費者的自我歸屬感、自我能力感在消費者—員工互動和品牌忠誠中的中介作用不顯著。 （5）在前文的研究基礎上提出關于提升虛擬環(huán)境下品牌忠誠的管理建議，本文主要強調企業(yè)在構建虛擬品牌社群過程中要注意刺激消費互動，同時也要培養(yǎng)消費者的自我歸屬感和自我能力感。
[Abstract]:In the past, it was generally believed that the fundamental purpose of an enterprise as an economic entity was to make a profit, that is, to pay attention only to the interests of the owner. With the development of science and technology and the progress of society, the market environment has changed greatly, the role of consumers in the market has changed, and the status of consumers is rising day by day. More and more scholars pay attention to the value of consumption interaction to enterprises. This study introduces the theory of self-determination into the field of marketing, taking the virtual community of automobile brand as the empirical research object, and introduces the internal consciousness state of consumers' sense of self-decision. S-O-R theory is combined with value creation theory to discuss the mechanism of consumer interaction and brand loyalty in detail. The main purpose of this study is to try to open the black box of the influence mechanism of consumer interaction on brand loyalty by combining the most essential stimulus-consumer interaction and the most important inner perception of self-decision. The first three chapters of this paper, mainly through combing the relevant theories and the research conclusions of domestic and foreign scholars, combined with the theory of consumer domain value creation, gives the three kinds of interactive ways of consumer interaction and their operational definition. By drawing lessons from the core theory of self-determination, the basic psychological need theory, the consumers' sense of self-decision is divided into self-ability and belonging, and then based on the previous studies, the initial model hypothesis is proposed. The fourth chapter mainly expounds the significance of choosing the virtual community of automobile brand as the research object, and the design, revision and distribution of the questionnaire. The fifth chapter is data analysis and hypothesis test. Firstly, reliability and validity test is used to ensure the reliability and internal consistency of questionnaire data. Finally, the intermediate effect test program proposed by Wen Zhonglin is used to test the intermediary effect, and the research model is modified. The sixth chapter is the conclusions and recommendations, the conclusion part mainly attempts to combine the characteristics of virtual brand community to explore the possible reasons of the research results, and the recommendations part mainly focuses on the empirical analysis results of this study. In order to improve the brand loyalty of consumers, the management enlightenment and marketing suggestions are put forward to the virtual brand community. Through the research and analysis of this paper, the main conclusions are as follows: 1) the three dimensions of consumer interaction (consumer-product interaction, consumer-consumer interaction, consumer-employee interaction) can positively promote brand loyalty. 2) both consumer-product interaction and consumer-consumer interaction have significant positive effects on consumers' sense of self-decision, while consumer-employee interaction has no significant direct effect on self-decision feeling. 3) consumers' sense of self-belonging and self-ability can positively promote brand loyalty. (4) the test of intermediary function: first, consumers' sense of self-belonging and self-ability play a part role in consumer-product interaction and brand loyalty; second, consumers' sense of self-belonging. The sense of self-ability plays a part of intermediary role in consumer-consumer interaction and brand loyalty; third, the sense of self-belonging of consumers, the sense of self-competence plays no significant role in consumer-employee interaction and brand loyalty. 5) on the basis of the previous research, this paper puts forward some management suggestions on how to promote brand loyalty in virtual environment. This paper emphasizes that enterprises should pay attention to stimulating consumer interaction in the process of building virtual brand community. At the same time, we should also cultivate consumers' sense of self-belonging and self-ability.
【學位授予單位】：東華大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F713.55

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