本文關(guān)鍵詞： 虛擬品牌社區(qū) 參與 動(dòng)機(jī) 影響因素 作用機(jī)制　出處：《江西財(cái)經(jīng)大學(xué)》2016年博士論文　論文類型：學(xué)位論文

【摘要】：作為品牌營(yíng)銷理念日益強(qiáng)化和互聯(lián)網(wǎng)技術(shù)氋度發(fā)展的共同產(chǎn)物,虛擬品牌社區(qū)以其多元化的展現(xiàn)形式、及時(shí)的互動(dòng)溝通性能、開放的信息傳播等特點(diǎn)迎合了消費(fèi)者多元化的價(jià)值需求取向,成為消費(fèi)者獲取信息和知識(shí)、建立人際關(guān)系、獲得情感歸屬、實(shí)現(xiàn)自我價(jià)值的重要平臺(tái),也為企業(yè)吸引新顧客、保留老顧客、促進(jìn)品牌發(fā)展、提升品牌影響力發(fā)揮了重要的作用。21世紀(jì)初以來,隨著虛擬品牌社區(qū)在市場(chǎng)營(yíng)銷實(shí)踐中的快速發(fā)展和廣泛運(yùn)用,對(duì)其相關(guān)主題的學(xué)術(shù)研究也得到越來越多的重視,但是已有的研究成果主要集中兩個(gè)方面,一是對(duì)虛擬品牌社區(qū)的形成及其演化發(fā)展等理論性、綜述性的研究,二是對(duì)虛擬品牌社區(qū)的后效研究,如虛擬品牌社區(qū)對(duì)消費(fèi)者的態(tài)度和行為、對(duì)品牌資產(chǎn)的影響效應(yīng)等。而關(guān)于虛擬品牌社區(qū)中成員的參與行為、行為的前因、行為的形成機(jī)制等方面的研究則比較少。要充分發(fā)揮虛擬品牌社區(qū)這一平臺(tái)對(duì)企業(yè)的營(yíng)銷意義,從根本上來說,就在于激發(fā)消費(fèi)者對(duì)虛擬品牌社區(qū)的參與積極性,包括在社區(qū)中搜尋信息、分享知識(shí)、與企業(yè)合作生產(chǎn)、共創(chuàng)價(jià)值以及加強(qiáng)與其他成員的人際互動(dòng)等。因此,只有掌握了消費(fèi)者行為的內(nèi)在動(dòng)因和影響因素,才能深入掌握消費(fèi)者心理和行為的規(guī)律,才能準(zhǔn)確地找到激勵(lì)消費(fèi)者行為的方法,因此,對(duì)虛擬品牌社區(qū)消費(fèi)者參與行為的動(dòng)機(jī)、影響因素及其作用機(jī)制的研究具有重要的理論和現(xiàn)實(shí)意義。本文以動(dòng)機(jī)心理學(xué)的主要理論為依據(jù),從關(guān)系的視角,重點(diǎn)突出虛擬品牌社區(qū)的社會(huì)屬性,研究消費(fèi)者個(gè)體在這一社會(huì)群體中對(duì)各種關(guān)系的認(rèn)知和期望在社會(huì)關(guān)系中獲得的利益,進(jìn)而研究其在虛擬品牌社區(qū)中的各種參與行為的形成機(jī)制。在理論分析的基礎(chǔ)上,以影響因素——?jiǎng)訖C(jī)——行為為主線,構(gòu)建虛擬品牌社區(qū)消費(fèi)者參與行為作用機(jī)制的理論模型,并提出虛擬品牌社區(qū)中個(gè)體特征、環(huán)境特征、動(dòng)機(jī)與消費(fèi)者參與行為之間內(nèi)在關(guān)聯(lián)機(jī)制的研究假設(shè)。在實(shí)證研究中,首先通過小規(guī)模的問卷調(diào)研的數(shù)據(jù)(n=127),對(duì)問卷進(jìn)行優(yōu)化和精簡(jiǎn),然后以虛擬品牌社區(qū)成員為研究對(duì)象,共發(fā)放問卷748份,回收問卷688份,通過對(duì)問卷進(jìn)行篩選,剔除不合格答卷,最終得到有效問卷561份,有效問卷回收率為75%。在數(shù)據(jù)處理中,將有效樣本數(shù)據(jù)隨機(jī)分成兩組,分別命名為樣本1(n=280)和樣本2(n=281),然后采用交叉驗(yàn)證的方法,用樣本1進(jìn)行探索性因子分析,用樣本2進(jìn)行驗(yàn)證性因子分析。最后通過相關(guān)分析、結(jié)構(gòu)方程模型分析、回歸分析,利用總樣本的561份數(shù)據(jù)對(duì)概念模型進(jìn)行驗(yàn)證。通過理論探討和實(shí)證分析,本文主要得到以下結(jié)論:(1)虛擬品牌社區(qū)消費(fèi)者參與行為包括了知識(shí)分享、合作生產(chǎn)與人際互動(dòng)三個(gè)具體的維度。知識(shí)分享、人際互動(dòng)體現(xiàn)了消費(fèi)者與消費(fèi)者之間的互動(dòng),合作生產(chǎn)則反映的是消費(fèi)者與企業(yè)/社區(qū)的互動(dòng)。(2)自我效能、品牌依戀、關(guān)系信任等三種因素對(duì)消費(fèi)者在虛擬品牌社區(qū)中的知識(shí)分享行為、合作生產(chǎn)行為、人際互動(dòng)行為均具有影響,對(duì)消費(fèi)者的成就動(dòng)機(jī)、親和動(dòng)機(jī)、權(quán)力動(dòng)機(jī)也均具有直接影響。消費(fèi)者在虛擬品牌社區(qū)中的合作生產(chǎn)行為和人際互動(dòng)行為均受到成就動(dòng)機(jī)、權(quán)力動(dòng)機(jī)、親和動(dòng)機(jī)三種社會(huì)動(dòng)機(jī)的影響,而知識(shí)分享行為只受到成就動(dòng)機(jī)和權(quán)力動(dòng)機(jī)的影響,而不受親和動(dòng)機(jī)的影響。在自我效能、品牌依戀、關(guān)系信任等三種消費(fèi)者個(gè)體因素中,自我效能對(duì)知識(shí)分享、合作生產(chǎn)、人際互動(dòng)等參與行為的影響都是最大的,自我效能對(duì)成就動(dòng)機(jī)、親和動(dòng)機(jī)、權(quán)力動(dòng)機(jī)的影響也是最大的。從社會(huì)動(dòng)機(jī)對(duì)參與行為的影響路徑來看,對(duì)知識(shí)分享行為影響最大的是成就動(dòng)機(jī)；對(duì)合作生產(chǎn)行為影響最大的是權(quán)力動(dòng)機(jī);對(duì)人際互動(dòng)行為影響最大的是親和動(dòng)機(jī)。(3)在虛擬品牌社區(qū)中,自我效能、品牌依戀和關(guān)系信任對(duì)知識(shí)分享行為的影響都是通過成就動(dòng)機(jī)和權(quán)力動(dòng)機(jī)的完全中介作用實(shí)現(xiàn)的。自我效能、關(guān)系信任對(duì)合作生產(chǎn)行為的影響是通過成就動(dòng)機(jī)、親和動(dòng)機(jī)和權(quán)力動(dòng)機(jī)的完全中介作用實(shí)現(xiàn)的,而品牌依戀對(duì)合作生產(chǎn)行為的影響是通過三種動(dòng)機(jī)的部分中介作用實(shí)現(xiàn)的。自我效能、品牌依戀、關(guān)系信任對(duì)人際互動(dòng)行為的影響也是通過成就動(dòng)機(jī)、親和動(dòng)機(jī)和權(quán)力動(dòng)機(jī)的完全中介作用實(shí)現(xiàn)的。(4)社區(qū)互動(dòng)氛圍在自我效能、品牌依戀、關(guān)系信任等個(gè)體因素對(duì)虛擬品牌社區(qū)知識(shí)分享行為的影響中均具有比較顯著的正向調(diào)節(jié)效應(yīng)。社區(qū)互動(dòng)氛圍在自我效能、品牌依戀、關(guān)系信任等個(gè)體因素對(duì)虛擬品牌社區(qū)合作生產(chǎn)行為、人際互動(dòng)行為的影響中均具有比較弱的調(diào)節(jié)效應(yīng)。上述研究結(jié)果對(duì)完善消費(fèi)者心理行為理論起到了積極的作用,但由于筆者自身學(xué)術(shù)能力以及客觀條件的限制,使得本研究在完成過程中還存在許多不足之處,如研究方法比較單一,樣本的代表性和包容性有待提高等,這為未來的研究提供了有待突破的研究方向。
[Abstract]:As a brand marketing concept product increasingly strengthened and Internet technology Meng development, virtual brand community with its diversified forms, timely interactive communication performance, open information dissemination characteristics to cater to the consumer value orientation of diversified demand, as consumers access to information and knowledge, interpersonal relationship, emotional attribution an important platform to realize self value, but also for enterprises to attract new customers, retain old customers, promote brand development, brand influence has played an important role in.21 since the beginning of the century, with the rapid development of virtual brand community in marketing practice and used widely, academic research on its related topics has been paid more and more attention however, existing researches mainly focus on two aspects, one is the formation and evolution of the theory of virtual brand community, review the Study two is to study effect of virtual brand communities, such as the virtual brand community on consumer attitudes and behavior, effects on brand equity effect. And the participation behavior about virtual brand community members in the behavior of the antecedent, study of the formation mechanism and other aspects of the behavior is relatively small. We should give full play to the meaning of virtual marketing brand community of the platform of the enterprise, fundamentally speaking, is to stimulate consumer enthusiasm for virtual brand community, including the search information, in the community to share knowledge, cooperation and CO production enterprises, and strengthen the interpersonal interaction and Soka values of other members. Therefore, only to grasp the factors of consumer behavior intrinsic motivation and influence, to grasp the consumer psychology and behavior, can accurately find the incentive method, the consumer behavior of the consumer participation in virtual brand community The behavior motivation, has important theoretical and practical significance to study the influencing factors and the mechanism. This paper takes the main theory of motivation psychology as the basis, from the perspective of the relationship, highlighting the social attribute of virtual brand community, individual consumers in the study of social groups in the various relations in the social relationship between perception and expectation in the interests, and to study its formation mechanism in virtual brand community participation behavior. On the basis of theoretical analysis, the influencing factors of motivation behavior as the main line, the theoretical model of virtual brand community consumer participation behavior mechanism, and put forward the virtual brand community in individual characteristics, environmental characteristics, research assuming the motivation and consumer participation behavior between the internal mechanism. In the empirical study, firstly, through a questionnaire survey of small scale data (n= 127), to ask Volume were optimized and simplified, and then to the members of the virtual brand community as the research object, a total of 748 questionnaires, 688 questionnaires, the questionnaire for screening, eligible respondents, obtained 561 valid questionnaires, the effective questionnaire recovery rate of 75%. in data processing, the effective sample data were randomly divided into two groups, named as sample 1 and sample 2 (n=280) (n=281), and then using the cross validation method, exploratory factor analysis with 1 samples, with 2 samples for confirmatory factor analysis. Finally, through the correlation analysis, structural equation model analysis, regression analysis, to validate the conceptual model using the 561 sets of data of the total sample. Through theoretical and empirical analysis, the main conclusions are as follows: (1) the virtual brand community participation behavior including knowledge sharing, cooperative production and social interaction of three specific dimensions of knowledge. Enjoy, interpersonal interaction reflects the interaction between consumers and consumers, cooperative production reflects the consumer and business / community interaction. (2) self efficacy, brand attachment, relationship of three factors on consumer trust in virtual brand community knowledge sharing behavior, as well as production behavior, interpersonal interaction behavior are influence on consumers' achievement motivation, affinity motivation, motive power also has a direct impact on consumer behavior. Production cooperation in virtual brand community and interpersonal interaction are achievement motivation, motive power, influence and motivation of three pro social motivation, and knowledge sharing behavior influence only by achievement motivation and power motivation, which is not affected by the affinity motivation. In self-efficacy, brand attachment, relationship trust and other three kinds of consumers' individual factors, self-efficacy of knowledge sharing, cooperative production, interpersonal interaction Influence of participation are the largest, self-efficacy on achievement motivation, affinity motivation, motive power impact is greatest. From the social motivation effect on participation path, the greatest impact is the achievement motivation of knowledge sharing behavior; the cooperative production behavior the biggest influence on the power motive; influence on interpersonal interaction behavior is the largest affinity motivation. (3) in the virtual brand community, self efficacy, effects of brand attachment and trust on knowledge sharing behavior is fully mediated by achievement motivation and power motivation. Self efficacy, influence of trust on cooperation production behavior is through achievement motivation, to achieve full mediation the role of affinity motivation and power motives, and the effects of brand attachment to the cooperative production behavior is realized through the three part of the intermediary role of motivation. Self efficacy, according to the brand Love, relationship trust in interpersonal interaction is through achievement motivation, realize fully mediated affinity motivation and power motives. (4) in the atmosphere of community interaction self-efficacy, brand attachment, trust and other individual factors to influence have positive effects on significant knowledge sharing in virtual brand community in the atmosphere of community interaction. Self efficacy, brand attachment, trust and other individual factors of virtual brand community cooperative production behavior, has the control effect is relatively weak influence of interpersonal interaction behavior. The results of the study on the perfection of consumer psychology and behavior theory has played a positive role, but because of the author's own academic ability and objective conditions the limit, this research also has many deficiencies in the complete process, such as the research method is single, the representativeness of the sample and inclusive needs to be improved And so on, this provides a breakthrough research direction for future research.

【學(xué)位授予單位】：江西財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2016
【分類號(hào)】：F713.55

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