在线品牌社区对顾客购买行为和口碑的影响
发布时间:2025-07-26 15:44
近几年,在线品牌社区(Online brand community)这种新的社会营销的方式引起了企业和市场营销人员的关注。越来越多的企业开始将它们部分的营销预算用于创建和维护自生的在线品牌社区。很多因素导致企业关注并致力于在线品牌社区的推广。一方面,信息技术(例如在线论坛、社交媒体、在线用户群组)的发展和流行改变了人与人之间的交互方式,同时也重新定义了企业与顾客之间的关系。另一方面,一系列的研究表明顾客参与在线品牌社区不仅能够影响他们学习、记忆、分类和传播产品信息,而且也能够影响顾客的购买行为和价值。 尽管在线品牌社区越来越广泛地受到企业的关注,而且许多证据也表明了在线品牌社区的价值;但是,人们对于在线品牌社区的效益以及它将如何影响顾客的行为仍然存在很多的困惑。例如,尽管最近的许多研究开始调查和检验在线品牌社区的参与对顾客购买次数的影响,但是,他们的研究得到了不一致的结论。此外,之前品牌社区的研究一直强调品牌社区的参与能够影响顾客的口碑。然而,到目前为止,很少有证据能够支持这个论点,而且关于顾客的社区参与将如何影响他们的口碑(数量和质量)的认识仍然非常的有限。本文试图通过三个研究来强...
【文章页数】:113 页
【学位级别】:博士
【文章目录】:
ABSTRACT
摘要
目录
CHAPTER 1.INTRODUCTION
CHAPTER 2.EFFECT OF ONLINE BRAND COMMUNITY ON CUSTOMERPURCHASE: RECONCILING MIXED FINDINGS VIA REGULATORY FOCUSTHEORY
2.1 Introduction
2.2 Literature Review
2.2.1 Online Brand Community
2.2.2 Regulatory Focus Theory
2.3 Research Hypotheses Development
2.3.1 Online Brand Community Participation
2.3.2 Customer Regulatory Focus
2.4 Research Methodology
2.4.1 Research Context
2.4.2 Regulatory Focus Identification
2.4.2.1 Mining Regulatory Focus from Product Review
2.4.2.2 Field Survey Regulatory Focus
2.4.3 Econometric Model Specification
2.4.3.1 Propensity Score Matching
2.4.3.2 The Main Equation
2.5 Model Estimation and Results
2.5.1 Preliminary Analysis
2.5.2 Main Analysis and Results
2.5.3 Robustness Checks
2.5.3.1 Instrumental Variable Specification
2.5.3.2 Including Additional Variables and Alternative Matching Algorithm
2.6 Discussion
2.6.1 Key Findings
2.6.2 Theoretical Contributions
2.6.3 Practical Implications
2.6.4 Limitations and Future Study
2.7 Conclusion
Appendix
CHAPTER 3.THE DEEPER,THE BETTER?EFFECTS OF ONLINE BRANDCOMMUNITY ACTIVITY ON CUSTOMER PURCHASE FREQUENCY
3.1 Introduction
3.2 Theoretical Background
3.2.1 Ladder of Participation in Online Communities
3.2.2 Regulatory Focus Theory
3.3 Research Model and Hypotheses
3.3.1 Main Effects
3.3.2 Moderating Effects
3.4 Research Methodology
3.4.1 Research Context and Data
3.4.2 Variable Operationalization
3.4.3 Data Description
3.4.4 Data Analysis and Results
3.4.4.1 Model Specification
3.4.4.2 Hypotheses Testing
3.4.4.3 Propensity Score Matching
3.5 Discussion
3.5.1 Key Findings
3.5.2 Implications for Theory
3.5.3 Implications for Practice
3.5.4 Limitation and Future Research Directions
3.6 Conclusion
CHAPTER 4. IMPACT OF BRAND COMMUNITY ENGAGEMENT ONGENERATING AND RATING ONLINE PRODUCT REVIEWS
4.1 Introduction
4.2 Literature Review
4.2.1 Brand Community Engagement
4.2.2 Online Product Review
4.3 Theoretical Development
4.3.1 Impact of Community Engagement on Generating Online Reviews
4.3.2 Impact of Community Engagement on the Ratings in Online Reviews
4.3.3 Moderating Effects of Customer Tenure
4.4 Research Setting
4.4.1 The Firm's Customer Engagement Initiatives via Online Community
4.4.2 The Data
4.4.3 Measures
4.5 The Model
4.6 The Results
4.6.1 Main Results
4.6.2 Robustness Checks
4.7 Discussion
4.7.1 Discussion of Findings
4.7.2 Theoretical Implications
4.7.3 Managerial Implications
4.7.4 Limitations and Future Study
4.8 Conclusion
CHAPTER 5.CONCLUSION
BIBLIOGRAPHY
ACKNOWLEDGEMENTS
在读期间发表的学术论文与取得的其他研究成果
本文编号:4058693
【文章页数】:113 页
【学位级别】:博士
【文章目录】:
ABSTRACT
摘要
目录
CHAPTER 1.INTRODUCTION
CHAPTER 2.EFFECT OF ONLINE BRAND COMMUNITY ON CUSTOMERPURCHASE: RECONCILING MIXED FINDINGS VIA REGULATORY FOCUSTHEORY
2.1 Introduction
2.2 Literature Review
2.2.1 Online Brand Community
2.2.2 Regulatory Focus Theory
2.3 Research Hypotheses Development
2.3.1 Online Brand Community Participation
2.3.2 Customer Regulatory Focus
2.4 Research Methodology
2.4.1 Research Context
2.4.2 Regulatory Focus Identification
2.4.2.1 Mining Regulatory Focus from Product Review
2.4.2.2 Field Survey Regulatory Focus
2.4.3 Econometric Model Specification
2.4.3.1 Propensity Score Matching
2.4.3.2 The Main Equation
2.5 Model Estimation and Results
2.5.1 Preliminary Analysis
2.5.2 Main Analysis and Results
2.5.3 Robustness Checks
2.5.3.1 Instrumental Variable Specification
2.5.3.2 Including Additional Variables and Alternative Matching Algorithm
2.6 Discussion
2.6.1 Key Findings
2.6.2 Theoretical Contributions
2.6.3 Practical Implications
2.6.4 Limitations and Future Study
2.7 Conclusion
Appendix
CHAPTER 3.THE DEEPER,THE BETTER?EFFECTS OF ONLINE BRANDCOMMUNITY ACTIVITY ON CUSTOMER PURCHASE FREQUENCY
3.1 Introduction
3.2 Theoretical Background
3.2.1 Ladder of Participation in Online Communities
3.2.2 Regulatory Focus Theory
3.3 Research Model and Hypotheses
3.3.1 Main Effects
3.3.2 Moderating Effects
3.4 Research Methodology
3.4.1 Research Context and Data
3.4.2 Variable Operationalization
3.4.3 Data Description
3.4.4 Data Analysis and Results
3.4.4.1 Model Specification
3.4.4.2 Hypotheses Testing
3.4.4.3 Propensity Score Matching
3.5 Discussion
3.5.1 Key Findings
3.5.2 Implications for Theory
3.5.3 Implications for Practice
3.5.4 Limitation and Future Research Directions
3.6 Conclusion
CHAPTER 4. IMPACT OF BRAND COMMUNITY ENGAGEMENT ONGENERATING AND RATING ONLINE PRODUCT REVIEWS
4.1 Introduction
4.2 Literature Review
4.2.1 Brand Community Engagement
4.2.2 Online Product Review
4.3 Theoretical Development
4.3.1 Impact of Community Engagement on Generating Online Reviews
4.3.2 Impact of Community Engagement on the Ratings in Online Reviews
4.3.3 Moderating Effects of Customer Tenure
4.4 Research Setting
4.4.1 The Firm's Customer Engagement Initiatives via Online Community
4.4.2 The Data
4.4.3 Measures
4.5 The Model
4.6 The Results
4.6.1 Main Results
4.6.2 Robustness Checks
4.7 Discussion
4.7.1 Discussion of Findings
4.7.2 Theoretical Implications
4.7.3 Managerial Implications
4.7.4 Limitations and Future Study
4.8 Conclusion
CHAPTER 5.CONCLUSION
BIBLIOGRAPHY
ACKNOWLEDGEMENTS
在读期间发表的学术论文与取得的其他研究成果
本文编号:4058693
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