本文選題：在線品牌社群 + 社會(huì)資本�。� 參考：《武漢大學(xué)》2016年博士論文

【摘要】：在移動(dòng)社會(huì)化媒體時(shí)代,構(gòu)建與消費(fèi)者的持續(xù)性關(guān)系逐漸成為企業(yè)品牌營銷傳播的驅(qū)動(dòng)力。云計(jì)算和語義網(wǎng)技術(shù)的興起為信息的跨平臺(tái)跨終端交互提供了保障,用戶之間、社群之間和網(wǎng)站之間的間隔逐漸被打通,越來越多的企業(yè)搭建起在線品牌社群體系,以求真正實(shí)現(xiàn)與用戶的無縫對(duì)接,讓用戶能共同分享品牌的價(jià)值與利益。在線品牌社群運(yùn)營狀況很大程度上決定了企業(yè)能否建立起良好的品牌關(guān)系并提升品牌價(jià)值。因此,在線品牌社群中互動(dòng)、信任互惠與成員共同認(rèn)知的形成,成為業(yè)界較為關(guān)注的話題。近年來,國內(nèi)外眾多學(xué)者探討了在線品牌社群的作用機(jī)制,但大多圍繞消費(fèi)者個(gè)體展開,所關(guān)注的成員參與動(dòng)機(jī)、品牌體驗(yàn)、感知價(jià)值等都沒有涉及到社群最本質(zhì)的方面,對(duì)于非社群情景也同樣適用。從群體層面來考察成員之間社會(huì)性連接與關(guān)系結(jié)構(gòu)對(duì)品牌作用的研究較為缺乏。由于在線品牌社群本身就是一個(gè)社會(huì)關(guān)系網(wǎng)絡(luò),社群內(nèi)部存在社會(huì)資本,因此有學(xué)者指出應(yīng)將研究視角延伸至社會(huì)網(wǎng)絡(luò)與社會(huì)資本理論,研究成員個(gè)體行為時(shí)應(yīng)注重社群社會(huì)資本的情景性影響,以及在這一社會(huì)關(guān)系網(wǎng)絡(luò)中形成的“信任、規(guī)范、互惠”等是否能更好地解釋成員態(tài)度與行為的形成過程。由此,社會(huì)資本理論以其對(duì)當(dāng)下社會(huì)化營銷傳播環(huán)境特征的貼合,逐漸成為研究在線品牌社群的新視角。本文正是基于社會(huì)資本理論,從集體層面研究在線品牌社群社會(huì)資本是如何對(duì)成員個(gè)體行為發(fā)揮作用的,并探索在此過程中是否存在連接初始變量與結(jié)果變量的媒介變量。在文獻(xiàn)基礎(chǔ)上,本文將“在線品牌社群社會(huì)資本作用機(jī)制”這一基本問題分成以下幾個(gè)子議題逐層展開：1)在線品牌社群社會(huì)資本是如何生成的?2)在線品牌社群社會(huì)資本由哪些維度構(gòu)成?有哪些前置影響因素?3)在線品牌社群社會(huì)資本的作用機(jī)制是怎樣的?4)企業(yè)應(yīng)該如何培育社群社會(huì)資本,將其轉(zhuǎn)化為品牌關(guān)系建設(shè)中的獨(dú)特優(yōu)勢(shì)?文章以在線品牌社群中的成員為研究樣本,結(jié)合社會(huì)資本理論、品牌關(guān)系理論,通過探索性案例研究、問卷調(diào)查等多種研究方法,得到以下結(jié)論：1、在線品牌社群社會(huì)資本生成的主要路徑有兩種,一是社群成員在社群關(guān)系網(wǎng)絡(luò)中與其他成員和品牌展開互動(dòng)而形成的個(gè)體社會(huì)資本,通過擴(kuò)散效應(yīng)逐漸成為社群社會(huì)資本；以及社群自身在進(jìn)行制度、文化建設(shè)時(shí),作為整體的社群不斷吸收個(gè)體的社會(huì)資本,通過累積效應(yīng)逐漸形成社群社會(huì)資本。另一部分是社群成員在其他社會(huì)關(guān)系網(wǎng)絡(luò)中形成的個(gè)體社會(huì)資本,當(dāng)其可被品牌社群利用時(shí),通過一定的激勵(lì)策略也可轉(zhuǎn)化為社群社會(huì)資本。由于在線品牌社群社會(huì)資本是以成員社會(huì)關(guān)系為基礎(chǔ)的,它反映了成員的心理過程,構(gòu)建了成員行為的社會(huì)關(guān)系環(huán)境,因此社群成員對(duì)它的感知和評(píng)價(jià)反映了社群內(nèi)部社會(huì)資本的狀態(tài),使這一組織層面的因素在個(gè)體層面上反映出來。該結(jié)論豐富了在線品牌社群相關(guān)理論,也為測(cè)量社群社會(huì)資本及其微觀效能奠定了理論基礎(chǔ)。2、與傳統(tǒng)社會(huì)資本的構(gòu)成要素相似,在線品牌社群社會(huì)資本也具有結(jié)構(gòu)性、關(guān)系性和認(rèn)知性三個(gè)維度。其中結(jié)構(gòu)性要素由網(wǎng)絡(luò)密度構(gòu)成,關(guān)系性要素由信任和互惠兩個(gè)變量構(gòu)成,認(rèn)知性要素由共同語言和共享愿景兩個(gè)變量構(gòu)成。社群平臺(tái)條件、成員信息生產(chǎn)與傳播能力及社群氛圍是社群社會(huì)資本形成的三個(gè)前置影響因素。不同于前人單獨(dú)以網(wǎng)絡(luò)密度或信任定義社會(huì)資本,本研究在探索性案例研究的基礎(chǔ)上,找到了將社群社群社會(huì)資本劃分為三個(gè)維度的依據(jù),因而更為全面的反映了社會(huì)資本的內(nèi)涵。3、在線品牌社群社會(huì)資本對(duì)成員品牌忠誠的影響主要是一個(gè)間接過程,它通過社群認(rèn)同和品牌認(rèn)同間接影響一般忠誠與反向忠誠。從實(shí)證結(jié)果來看,除了結(jié)構(gòu)性要素(網(wǎng)絡(luò)密度)可直接影響反向忠誠外,其他直接影響路徑均不顯著。但是,社群社會(huì)資本各要素對(duì)社群認(rèn)同的影響都是顯著的；除結(jié)構(gòu)性要素外,關(guān)系性要素和認(rèn)知性要素對(duì)品牌認(rèn)同的影響也是顯著的。此外,社群認(rèn)同對(duì)反向忠誠、品牌認(rèn)同對(duì)一般忠誠和反向忠誠均有較大的影響路徑系數(shù),從而部分驗(yàn)證了社群認(rèn)同、品牌認(rèn)同在社群社會(huì)資本與品牌忠誠之間的中介作用。這也說明,社群成員對(duì)品牌的忠誠,除了受到企業(yè)正式激勵(lì)系統(tǒng)的影響,還受到在線品牌社群社會(huì)資本系統(tǒng)性因素的影響。在社交媒體時(shí)代,認(rèn)同感是消費(fèi)者產(chǎn)生品牌忠誠的重要決定因素,社群社會(huì)資本可以通過促進(jìn)成員社群認(rèn)同和品牌認(rèn)同水平的提高,間接提高品牌忠誠度。4、在線品牌社群社會(huì)資本不同構(gòu)成要素對(duì)品牌忠誠各指標(biāo)的影響程度不同。具體影響為：網(wǎng)絡(luò)密度(結(jié)構(gòu)性要素)每提高1個(gè)單位,一般忠誠提高0.1個(gè)單位,反向忠誠提高0.292個(gè)單位；信任互惠(關(guān)系性要素)每提高1個(gè)單位,一般忠誠提高0.213個(gè)單位,反向忠誠提高0.092個(gè)單位；共同認(rèn)知(認(rèn)知性要素)每提高1個(gè)單位,一般忠誠提高0.419個(gè)單位,反向忠誠提高0.176個(gè)單位。總的來看,社群社會(huì)資本各要素對(duì)一般忠誠的影響順序?yàn)椋汗餐J(rèn)知信任互惠網(wǎng)絡(luò)密度；對(duì)反向忠誠的影響順序?yàn)椋壕W(wǎng)絡(luò)密度共同認(rèn)知信任互惠。這說明社群社會(huì)資本各要素對(duì)品牌忠誠的影響是不均衡的,而且由于其作用的中介因素存在差異,它們對(duì)品牌忠誠的作用過程還可能互相牽制。結(jié)論證實(shí)了從集體層面分析在線品牌社群社會(huì)資本作用機(jī)制的合理性,并得到了社會(huì)資本各變量與品牌忠誠效果之間的作用參數(shù)。5、成員社群涉入度在關(guān)系性要素影響社群認(rèn)同的過程中起正向調(diào)節(jié)作用；感知社群-品牌契合度在社群認(rèn)同影響品牌認(rèn)同的過程中起正向調(diào)節(jié)作用。本文充分考慮了成員間個(gè)體差異在社群社會(huì)資本作用過程中所產(chǎn)生的影響,探討了不同涉入度和不同感知水平的調(diào)節(jié)效應(yīng)。研究發(fā)現(xiàn),當(dāng)成員對(duì)社群的涉入度較高時(shí),關(guān)系性要素(信任互惠)對(duì)社群認(rèn)同的正向作用較強(qiáng)；當(dāng)成員對(duì)社群的涉入度較低時(shí),信任互惠對(duì)社群認(rèn)同的正向作用較弱。另外,成員所感知到的社群文化、氛圍、目標(biāo)和規(guī)范與品牌的目標(biāo)、定位和個(gè)性越一致,即感知社群-品牌契合度越高,社群認(rèn)同就越能正向影響品牌認(rèn)同。6、不同發(fā)起主體的在線品牌社群中,社群社會(huì)資本對(duì)成員品牌忠誠的作用過程存在一定差異,主要差異有兩點(diǎn)：在官方發(fā)起的在線品牌社群中,社群認(rèn)同對(duì)反向忠誠有顯著直接影響,但在非官方發(fā)起的社群中,該條路徑不顯著；相對(duì)于非官方社群,在官方品牌社群中,成員的社群認(rèn)同度越高,就越能產(chǎn)生品牌認(rèn)同。不同平臺(tái)類型的在線品牌社群中,社群社會(huì)資本對(duì)成員品牌忠誠的作用過程也存在一定差異,主要差異有兩點(diǎn)：與社交型社群相比較,傳統(tǒng)型社群中的網(wǎng)絡(luò)密度和信任互惠對(duì)社群認(rèn)同的影響更大。但是,社交型社群中,共同認(rèn)知對(duì)社群認(rèn)同的影響強(qiáng)于傳統(tǒng)型社群；傳統(tǒng)型社群中品牌認(rèn)同對(duì)反向忠誠的路徑影響系數(shù)為0.287(P0.05),而在社交型社群中品牌認(rèn)同對(duì)反向忠誠的影響路徑不顯著。研究結(jié)論證實(shí)了在考察在線品牌社群社會(huì)資本作用機(jī)制時(shí),應(yīng)關(guān)注社群發(fā)起主體和平臺(tái)類型的干擾性影響。根據(jù)以上結(jié)論,本研究重新審視了移動(dòng)互聯(lián)時(shí)代的品牌關(guān)系,認(rèn)為在當(dāng)前市場(chǎng)環(huán)境中,在線品牌社群社會(huì)資本已成為企業(yè)品牌關(guān)系建設(shè)中的重要內(nèi)生優(yōu)勢(shì)。并以此為依據(jù),提出企業(yè)可按照“打造多平臺(tái)社群體系-整合碎片化社群-培育社群社會(huì)資本-促成社群社會(huì)資本的轉(zhuǎn)化-控制不同社會(huì)資本要素總體平衡”的路徑進(jìn)行持續(xù)性品牌關(guān)系的建設(shè)。由于主客觀條件的限制,本研究今后可以在多個(gè)方面展開后續(xù)研究。
[Abstract]:In the era of mobile social media, the construction of the continuous relationship with consumers has gradually become the driving force of enterprise brand marketing communication. The rise of cloud computing and semantic web technology provides a guarantee for cross platform and cross terminal interaction of information. The interval between users, communities and websites is gradually being interconnected, and more and more enterprises have built up. The online brand community system, in order to truly realize the seamless connection with the user, allows the users to share the value and benefit of the brand. The online brand community operates to a great extent whether the enterprise can build a good brand relationship and enhance the brand value. Therefore, the online brand community is interactive, and the trust and mutual benefit are shared with the members. The formation of cognition has become a topic of concern in the industry. In recent years, many scholars at home and abroad have discussed the role mechanism of online brand community, but most of them focus on consumer individuals. Their participation motivation, brand experience, perceived value and so on are not related to the most essential aspects of the community, and are also applicable to non community situations. There is a lack of research on the role of social connections and relations among members from the group level. As the online brand community itself is a social network and social capital exists within the community, some scholars point out that the research perspective should be extended to the social network and social capital theory and study the individual behavior of the members. At the same time, we should pay attention to the situational influence of social social capital, and whether the formation process of "trust, norm, reciprocity" in this social network can better explain the formation process of the attitude and behavior of members. Thus, the social capital theory is gradually becoming an online product with its combination of the characteristics of the current social marketing transmission and broadcast environment. Based on the social capital theory, this paper studies how the social capital of online brand community plays a role in the individual behavior from the collective level, and explores whether there is a media variable connecting the initial variables and the result variables in this process. On the basis of literature, this article will "social capital of Online brand community". This basic question is divided into the following sub topics: 1) how does social capital of online brand community generate? 2) what dimensions are social capital of online brand community formed? What preinfluencing factors are there? (3) what is the role mechanism of social capital in online brand community? 4) how enterprises should cultivate The social capital of the community is transformed into a unique advantage in the construction of brand relationship? The article takes the members of the online brand community as the research sample, combined with the social capital theory, the brand relationship theory, through the exploratory case study, the questionnaire survey and other research methods, to get the conclusion: 1, the generation of social capital in the online brand community is the main factor. There are two kinds of paths, one is the individual social capital formed by the community members interacting with other members and brands in the community relations network, and gradually becomes social capital through the diffusion effect; and the community itself continuously absorbs individual social capital as a whole, and through the cumulative effect. The social capital of the community should be gradually formed. The other part is the individual social capital formed by the members of the community in other social relations networks. When it can be used by the brand community, it can be transformed into social social capital through a certain incentive strategy. As the social capital of the online brand community is based on the social relations of the members, it reflects the social capital. The psychological process of members constructs the social relations environment of member behavior, so the perception and evaluation of the members of the community reflect the state of social capital within the community and reflect the factors of this organizational level on the individual level. This conclusion enriches the related theories of online brand community and the measurement of social capital and its micro social capital. The theoretical basis,.2, is similar to the constituent elements of traditional social capital. The social capital of the online brand community has three dimensions of structural, relationship and cognition. The structural elements are composed of network density, and the relational elements are composed of two variables, trust and reciprocity, and the cognitive elements are shared by the common language and shared vision. Two variables, social platform conditions, members' information production and communication ability and community atmosphere are the three predominant factors of social capital formation. Different from the former, the former studies the social capital by the network density or trust. On the basis of the exploratory case study, the social capital of the community community is found to be divided into three. The basis of the dimension, thus more comprehensively reflects the connotation of social capital.3. The influence of social capital on brand loyalty of the online brand community is mainly an indirect process. It indirectly affects the general loyalty and reverse loyalty through community identity and brand identity. From the empirical results, the structural elements (network density) can be seen. However, the influence of social capital factors on community identity is significant. Besides the structural elements, the relationship and cognitive factors have significant influence on brand identity. In addition, the social group identity is opposite to the reverse loyalty, and the brand identity is loyal to the general loyalty. And the reverse loyalty has a greater impact on the path coefficient, which partly confirms the intermediary role of community identity and brand identity between social capital and brand loyalty. This also indicates that the loyalty of the members to the brand is also influenced by the formal incentive system of the enterprise, and is also influenced by the systematic factors of social capital of the online brand community. In social media age, identity is an important determinant of consumer brand loyalty. Social capital can indirectly improve brand loyalty.4 by promoting member community identity and brand identity level, and the influence degree of social capital isomorphism of online brand community on brand loyalty index is not significant. The specific influence is: the network density (structural elements) is increased by 1 units, 0.1 units in general loyalty, 0.292 units in reverse loyalty, 1 units for mutual trust and reciprocity, 0.213 units in general loyalty, 0.092 in reverse loyalty, 1 in common cognition (cognitive factor). 1 units are increased by the common cognition (cognitive factor). In general, loyalty is increased by 0.419 units and reverse loyalty is raised by 0.176 units. In general, the order of the influence of social capital factors on general loyalty is: the common cognitive trust reciprocity network density; the order of the influence of the reverse loyalty is that the network density is mutual understanding of mutual trust. The impact of brand loyalty is uneven, and because of the difference in the intermediary factors of its role, the process of their effect on brand loyalty may be controlled each other. The conclusion confirms the rationality of the analysis of the social capital mechanism of the online brand community from the collective level, and has obtained the relationship between the social capital variables and the brand loyalty effect. .5, members' community involvement has a positive adjustment role in the process of relation factors affecting community identity; perceived community - brand identity plays a positive regulatory role in the process of community identity affecting brand identity. This article fully considers the impact of individual differences among members on social capital action of social groups. The study found that the moderating effects of different involvement degrees and different levels of perception have been explored. It is found that when members have higher involvement in the community, the positive role of the relational elements (trust and reciprocity) has a positive effect on the community identity; when the members' involvement in the community is low, the positive effect of trust and reciprocity on the community identity is weaker. The more the community culture, the atmosphere, the goal and the standard and the brand target, the positioning and the personality are the more consistent, that is, the higher the perceived community - the higher the brand identity, the more the community identity can positively affect the brand identity.6. In the online brand community of different sponsors, the social capital of the community has certain differences in the role of the member brand loyalty. The main differences are the main differences Two points: in the official online brand community, community identity has a significant direct impact on reverse loyalty, but the path is not significant in the unofficially launched community. In the official brand community, the higher the community identity in the official brand community, the more the brand identity is produced. There are some differences in the role of community social capital on member brand loyalty. There are two main differences: compared with social groups, the network density and trust reciprocity in the traditional community have greater influence on the community identity. However, in social community, the influence of common cognition on community identity is stronger than that of traditional society. The influence coefficient of brand identity to reverse loyalty is 0.287 (P0.05) in the traditional community, and the impact of brand identity on reverse loyalty is not significant in social community. According to the above conclusion, this study reexamines the brand relationship in the mobile Internet era, and believes that in the current market environment, the social capital of online brand community has become an important endogenous advantage in the construction of enterprise brand relations. Based on this, it is suggested that enterprises can build a multi platform community system - integrating the fragmented community - cultivation. Social capital - social capital - facilitated social capital transformation - control the overall balance of different social capital elements to build a sustainable brand relationship. Due to the constraints of subjective and objective conditions, this study can be carried out in a number of aspects in the future.

【學(xué)位授予單位】：武漢大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2016
【分類號(hào)】：F273.2;F724.6
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本文編號(hào)：1874592