基于社会网络理论的虚拟品牌社群认同、顾客契合与品牌忠诚关系研究

doi:10.16716/j.cnki.65-1030/f.2018.04.004

新疆财经 ›› 2018,Issue (4): 30-39.doi: 10.16716/j.cnki.65-1030/f.2018.04.004

基于社会网络理论的虚拟品牌社群认同、顾客契合与品牌忠诚关系研究

殷少明, 杨宁, 王鑫

新疆财经大学工商管理学院,新疆乌鲁木齐 830012

收稿日期:2018-04-11 出版日期:2018-08-25 发布日期:2020-11-27
作者简介:殷少明(1957-),男,教授,研究方向:企业营销管理;杨宁(1993-),男,硕士研究生,研究方向:企业营销管理;王鑫(1993-),女,硕士研究生,研究方向:企业战略管理。
基金资助:
新疆维吾尔自治区社会科学基金项目“新疆少数民族传统商品品牌战略研究”(14BGL044)

On Relationship of Community Identity,Customer Engagementand Brand Loyalty in the Virtual Brand Community——Based on the Perspective of Social Network Theory

Yin Shaoming, Yang Ning, Wang Xin

Xinjiang University of Finance and Economics,Urumqi 830012,China

Received:2018-04-11 Online:2018-08-25 Published:2020-11-27

摘要/Abstract

摘要： 社会化媒体的广泛应用改变了企业与顾客的互动方式,推动了商业模式的创新。虚拟品牌社群作为社会化媒体发展的产物成为企业与顾客互动交流的重要平台,也是实现顾客契合的主要场所。本文基于社会网络理论视角,研究了虚拟品牌社群中社群认同、顾客契合与品牌忠诚的关系。结果表明:虚拟品牌社群社会网络中社会交互联结、中心性、信任互惠原则和自我概念一致性分别正向影响社群认同;社群认同正向影响顾客契合,而顾客契合又积极地促进了顾客品牌忠诚;顾客契合在社群认同对品牌忠诚的影响中起到了完全中介的作用。本文可为企业虚拟品牌社群的建设与管理及顾客参与虚拟品牌社群提供借鉴意义。

关键词: 社群认同, 顾客契合, 品牌忠诚, 虚拟品牌社群, 社会网络

Abstract: The rapid development of social media has changed the way of communication between enterprises and consumers,and has realized the innovation of business mode.As a product of social media development,virtual brand community has become an important platform for interaction between enterprises and customers,and also a main place to achieve customer satisfaction.From the perspective of social network theory,this paper studies the relationship between community identity,customer engagement and brand loyalty in the virtual brand community.The results show that social interaction,centrality,trust and reciprocity and self concept consistency have positive impact on community identity in social networks,and community identity is positively affecting customer engagement,and customer engagement actively promotes customer brand loyalty,and customer engagement has played a role of complete intermediation in the impact of community identity on brand loyalty.This paper provides a reference for the construction and management of the virtual brand community and the participation of customers in the virtual brand community.

Key words: Social Identity, Customer Engagement, Brand Loyalty, Virtual Brand Community, Social Network

中图分类号:

F273.2

殷少明, 杨宁, 王鑫. 基于社会网络理论的虚拟品牌社群认同、顾客契合与品牌忠诚关系研究[J]. 新疆财经, 2018, (4): 30-39.

Yin Shaoming, Yang Ning, Wang Xin. On Relationship of Community Identity,Customer Engagementand Brand Loyalty in the Virtual Brand Community——Based on the Perspective of Social Network Theory[J]. Finance & Economics of Xinjiang, 2018, (4): 30-39.

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基于社会网络理论的虚拟品牌社群认同、顾客契合与品牌忠诚关系研究

On Relationship of Community Identity,Customer Engagementand Brand Loyalty in the Virtual Brand Community——Based on the Perspective of Social Network Theory

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