本文選題：共趣社區(qū) + 休閑消費行為�。� 參考：《浙江工商大學(xué)》2012年碩士論文

【摘要】：U時代的來臨使得世界變得平坦；陌生人社會的到來使得信任變成一種奢侈品；自由人社會的臨近使得人們向往心靈自由的同時更渴望情感的歸屬；工作倫理向休閑倫理的轉(zhuǎn)變使得休閑成為比工作更重要的事情……這一切的變化都推動著共趣社區(qū)這種全新的社會網(wǎng)絡(luò)的出現(xiàn)。同時,休閑倫理的一再升級使得休閑消費成為相關(guān)學(xué)者研究的焦點�；谏鲜霰尘�,本文從共趣社區(qū)視角對休閑消費行為展開系統(tǒng)全面的探究,一方面拓寬了休閑消費行為的研究領(lǐng)域,填補了國內(nèi)相關(guān)領(lǐng)域研究的空白；另一方面為休閑業(yè)態(tài)創(chuàng)新提供思路,為休閑相關(guān)企業(yè)發(fā)展指明方向,為消費者休閑體驗提升提供可能,其研究價值不言自明。 共趣社區(qū)出現(xiàn)已久,但與此相關(guān)的研究卻涉獵不多,將共趣社區(qū)與休閑消費行為研究聯(lián)系起來的相關(guān)文獻更是少之又少。本文結(jié)合社會網(wǎng)絡(luò)、顛覆性創(chuàng)新、利益分享及合作共贏四大理論基礎(chǔ),采用文獻資料法、邏輯分析、實地考察、深度訪談、數(shù)理統(tǒng)計等方法展開定性及定量分析,主要包括三部分內(nèi)容：一、引入大量全面而深入的資料,在國內(nèi)外已有的相關(guān)研究成果的基礎(chǔ)上對共趣社區(qū)的概念、類型和特征進行了高度概括。二、探討了共趣社區(qū)形成的驅(qū)動機制、運行機理及休閑績效,對共趣社區(qū)視角下的休閑消費行為特征進行總結(jié)。三、對共趣社區(qū)休閑績效進行實證研究,在對共趣社區(qū)成員深入調(diào)查的基礎(chǔ)上,采用結(jié)構(gòu)方程模型對統(tǒng)計結(jié)果進行定量分析,探索影響共趣社區(qū)休閑績效的各項因子,并提出提高休閑績效的建議。 研究結(jié)果表明：一、基于不同的劃分標準,從活動場所、活動內(nèi)容、組織主體、社區(qū)規(guī)模等角度將共趣社區(qū)分為多種不同的類型,并總結(jié)出共趣社區(qū)的五大特征,即興趣共享、內(nèi)容聚焦、關(guān)系均衡、行動一致、體驗異質(zhì)。二、共趣社區(qū)形成的驅(qū)動機制由推力系統(tǒng)、拉力系統(tǒng)及催化系統(tǒng)組成,三大系統(tǒng)互相影響共同促使了共趣社區(qū)的出現(xiàn)。三、共趣社區(qū)的運行分為涉入、信任、分享、績效四個階段,當社區(qū)成員獲得正績效后,便會對共趣社區(qū)產(chǎn)生更深層次的涉入,從而進入不斷強化的正循環(huán)過程,運行成本不斷降低,而社區(qū)價值不斷提高。四、提出休閑績效函數(shù),認為休閑績效受到共趣成員涉入度、靈魂人物貢獻度及社區(qū)成員管理三方面的影響。五、共趣社區(qū)成員的消費行為具有其獨特的消費特征,表現(xiàn)為情緒激發(fā)型消費、信息分享型消費、主動參與型消費、深度體驗型消費四種類型。 本文的主要創(chuàng)新點首先在于基于共趣社區(qū)這種群體取向視角對休閑消費行為進行深入研究,選題新穎;其次,深刻剖析了共趣社區(qū)形成的驅(qū)動機制及運行機理,內(nèi)容創(chuàng)新；最后,采用定量分析的方法對所提理論進行驗證,方法科學(xué)。
[Abstract]:The coming of U era makes the world flat, the society of strangers makes trust become a luxury, the approaching of free society makes people yearn for the freedom of mind and yearn for the belonging of emotion.The transition from work ethics to leisure ethics makes leisure more important than work.All these changes are driving the emergence of a new social network, community of common interest.At the same time, leisure consumption has become the focus of research with the promotion of leisure ethics.Based on the above background, this paper makes a systematic and comprehensive research on leisure consumption behavior from the perspective of community of common interest. On the one hand, it widens the research field of leisure consumption behavior and fills up the blank in domestic related fields.On the other hand, it provides ideas for innovation of leisure business, points out the direction for the development of leisure related enterprises, and provides the possibility for consumers to enhance their leisure experience. Its research value is self-evident.The community of common interest has appeared for a long time, but the related research is not much, and there are few related documents linking the community of common interest and the study of leisure consumption behavior.Based on the four theoretical bases of social network, disruptive innovation, benefit-sharing and win-win cooperation, this paper uses the methods of literature, logical analysis, field investigation, in-depth interview and mathematical statistics to carry out qualitative and quantitative analysis.It mainly includes three parts: first, introducing a large number of comprehensive and in-depth data, on the basis of existing research results at home and abroad, the concept, types and characteristics of the community of common interest are highly summarized.Secondly, it discusses the driving mechanism, running mechanism and leisure performance of the formation of community of common interest, and summarizes the characteristics of leisure consumption behavior from the perspective of community of common interest.Thirdly, this paper makes an empirical study on the leisure performance of the community of common interest. On the basis of the in-depth investigation of the members of the community of common interest, this paper uses the structural equation model to quantitatively analyze the statistical results, and explores the factors that affect the leisure performance of the community of common interest.And put forward some suggestions to improve leisure performance.The results show that: first, based on different criteria, the common interest community is divided into many different types from the view of activity place, activity content, organization subject and community scale, and the five characteristics of common interest community are summarized, that is, interest sharing.Content focus, relationship balance, consistent action, experience heterogeneity.Second, the driving mechanism of community of common interest is composed of thrust system, pull system and catalytic system. The interaction of the three systems promotes the emergence of community of common interest.Third, the operation of the community of common interest is divided into four stages: involvement, trust, sharing and performance. When the members of the community get positive performance, they will have a deeper involvement in the community of common interest, and thus enter into the process of strengthening the positive cycle.The running cost is decreasing and the community value is increasing.Fourthly, the function of leisure performance is put forward, and it is considered that leisure performance is affected by the involvement of common members, the contribution of soul characters and the management of community members.Fifthly, the consumption behavior of community members has its unique consumption characteristics, which are emotion stimulating consumption, information sharing consumption, active participation consumption and deep experience consumption.The main innovation of this paper lies in the in-depth study of leisure consumption behavior based on the community of common interest, which is a group oriented perspective, and the novel topics; secondly, it deeply analyzes the driving mechanism and operation mechanism of the formation of community of common interest, and the innovation of content.Finally, the method of quantitative analysis is used to verify the proposed theory.
【學(xué)位授予單位】：浙江工商大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F592;F126.1;F224

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