网络品牌社群成员参与需求结构及影响研究

发布时间：2018-08-04 17:14

【摘要】：从网络品牌社群互动参与的角度出发,通过对品牌社群参与动机研究的梳理,研究网络品牌社群参与需求结构,设计网络品牌社群参与需求结构量表并进行量表检验。将功能性需求、自我表现需求、社交需求、尊重需求和自我实现需求作为网络品牌社群参与的驱动因素,探讨网络品牌社群参与对顾客价值、进而对品牌忠诚的综合影响。在此基础上,以消费体验型品牌社群(手机、汽车、电脑等)为背景,运用结构方程模型开展实证研究。研究结果显示:功能性需求、自我表现需求、社交需求、尊重需求和自我实现需求作为顾客参与前置因素的效应得到了证实。顾客价值对网络品牌社群参与和品牌忠诚之间的关系具有中介效应。本研究的结论为推行网络品牌社群建设指引了方向,对品牌忠诚的形成和维系有一定的借鉴意义。
[Abstract]:From the angle of interactive participation of network brand community, through combing the research of brand community participation motivation, the paper studies the structure of network brand community participation demand, designs and tests the scale of network brand community participation demand structure. Taking functional requirements, self-expression needs, social needs, respect needs and self-actualization needs as driving factors of network brand community participation, this paper discusses the comprehensive influence of online brand community participation on customer value and brand loyalty. On this basis, the empirical research is carried out by using structural equation model in the context of consumer experiential brand community (mobile phone, automobile, computer, etc.). The results show that the effects of functional requirements, self-expression needs, social needs, respect needs and self-actualization requirements as the leading factors of customer participation have been confirmed. Customer value mediates the relationship between online brand community participation and brand loyalty. The conclusion of this study indicates the direction for the implementation of the network brand community construction, and has certain reference significance for the formation and maintenance of brand loyalty.
【作者单位】：东华大学;
【分类号】：F273.2;F274

【参考文献】