本文選題：虛擬品牌社區(qū) + 顧客信息獲取�。� 參考：《圖書情報(bào)工作》2017年17期

【摘要】：[目的 /意義]針對虛擬品牌社區(qū)顧客信息獲取和價(jià)值共創(chuàng)問題,探討顧客在虛擬品牌社區(qū)中多種信息獲取對社區(qū)價(jià)值共創(chuàng)的影響機(jī)理,可提出管理啟示,為虛擬品牌社區(qū)信息管理提供參考。[方法 /過程]結(jié)合價(jià)值共創(chuàng)和品牌關(guān)系相關(guān)理論,引入描述社區(qū)關(guān)系質(zhì)量狀況的3個(gè)維度要素,建立虛擬品牌社區(qū)顧客信息獲取對價(jià)值共創(chuàng)影響的分析框架,并對各因素間影響機(jī)理進(jìn)行詳細(xì)分析。[結(jié)果 /結(jié)論]在虛擬品牌社區(qū)中,顧客企業(yè)信息獲取、引導(dǎo)信息獲取和關(guān)系信息獲取,能夠積極影響其社區(qū)沉浸、社區(qū)依戀和社區(qū)互動狀態(tài),有利于改善社區(qū)中顧客-社區(qū)之間的關(guān)系質(zhì)量,進(jìn)而促進(jìn)虛擬品牌社區(qū)價(jià)值共創(chuàng)行為的產(chǎn)生。
[Abstract]:[objective / significance] aiming at the problem of obtaining customer information and creating value in virtual brand community, this paper discusses the influence mechanism of customer information acquisition on community value creation in virtual brand community, and puts forward management inspiration. To provide reference for virtual brand community information management. [method / process] based on the theory of value creation and brand relationship, three dimensional elements describing the quality of community relationship were introduced, and an analytical framework was established to analyze the impact of customer information acquisition on value creation in virtual brand community. The influence mechanism of each factor is analyzed in detail. [results / conclusion] in the virtual brand community, customer enterprise information acquisition, guiding information acquisition and relationship information acquisition can positively affect their community immersion, community attachment and community interaction. It is helpful to improve the quality of the relationship between the customer and the community, and then to promote the creation of the virtual brand community value creation behavior.
【作者單位】： 吉林大學(xué)管理學(xué)院;
【基金】：吉林大學(xué)高峰學(xué)科(群)建設(shè)項(xiàng)目研究成果之一
【分類號】：F274

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本文編號：1852722