虚拟品牌社群体验对顾客公民行为的影响研究

发布时间：2018-05-02 22:06

本文选题：虚拟品牌社群体验 + 顾客认同　；参考：《广东财经大学》2017年硕士论文

【摘要】：随着社会化媒体的快速发展,我国越来越多的企业已经开始主动构建虚拟品牌社群。企业构建虚拟品牌社群的重要目标是通过为顾客活动搭建平台,吸引新顾客、加强与顾客之间的联系、促进顾客自愿产生一些推荐、宣传等有益于企业的行为,即顾客公民行为,进而提升企业的品牌绩效。但是,现有文献对于顾客参与虚拟品牌社群活动如何影响顾客公民行为却缺乏相关的实证研究。针对这一问题,本文基于顾客体验视角,研究顾客参与社群活动所产生的社群体验,即虚拟品牌社群体验对顾客公民行为的影响作用及机制。同时,本文选择了顾客认同作为中介变量,从顾客心理层面探讨三者之间的具体影响机制。本研究在对虚拟品牌社群体验、顾客认同和顾客公民行为进行大量的文献阅读和整理的基础上,选用成熟的测量量表,运用SPSS22.0和AMOS22.0软件,对调研数据进行描述性统计分析、信度和效度分析、相关分析、同源偏差检验、回归分析。结果验证了虚拟品牌社群体验、顾客认同对顾客公民行为有着积极地正向影响作用,虚拟品牌社群体验对顾客认同有着积极地正向影响作用,顾客认同对顾客公民行为有着积极地正向影响作用,并且顾客认同在虚拟品牌社群体验与顾客公民行为中起着中介作用。最后,本文根据实证研究结果对企业提出了相关的建议。
[Abstract]:With the rapid development of social media, more and more enterprises in China have started to build virtual brand community. The important goal of building a virtual brand community is to build a platform for customer activities, attract new customers, strengthen contacts with customers, and promote the voluntary production of recommendations, publicity and other behaviors beneficial to the enterprise. That is, customer citizenship behavior, and then improve the brand performance of enterprises. However, there is a lack of empirical research on how customer participation in virtual brand community activities affects customer citizenship behavior. In order to solve this problem, this paper, from the perspective of customer experience, studies the influence and mechanism of virtual brand community experience on customer citizenship behavior. At the same time, this paper chooses customer identity as intermediary variable, and discusses the concrete influence mechanism between them from customer psychological level. On the basis of reading and sorting out a large number of documents on virtual brand community experience, customer identity and customer citizenship behavior, this study selected mature measurement scales and used SPSS22.0 and AMOS22.0 software to carry out descriptive statistical analysis of the survey data. Reliability and validity analysis, correlation analysis, homology deviation test, regression analysis. The results show that the virtual brand community experience has a positive positive effect on customer citizenship behavior, and virtual brand community experience has a positive positive effect on customer identity. Customer identity has a positive positive effect on customer citizenship behavior, and customer identity plays an intermediary role in virtual brand community experience and customer citizenship behavior. Finally, according to the empirical research results, this paper puts forward the relevant suggestions to the enterprises.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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