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论文编号：	12478
作者编号：	2120192836
上传时间：	2021/6/12 16:27:43
中文题目：	网络视频社区中用户虚拟社区感对品牌忠诚的影响研究
英文题目：	Research on the Influence of Users'' Virtual Community Sense on Brand Loyalty in Online Video Communities
指导老师：	张永强
中文关键字：	虚拟社区；虚拟社区感；品牌关系质量；品牌忠诚
英文关键字：	virtual community;sense of virtual community;brand relationship quality;brand loyalty
中文摘要：	新冠病毒疫情防控和数字经济发展的背景为企业的营销实践活动带来新的挑战。居民“在线”生活常态化，在线教育、网络直播，在线支付、网络购物和网络视频等各类应用迎合大众移动化、碎片化、场景化的需求，获得数量级用户聚集，虚拟社区应运而生。虚拟社区突破了时间与空间等因素限制，用户在进出社区时以匿名或实名形式，自由度大幅提升。如何维持、提升用户忠诚度是企业运营虚拟社区面临的重要挑战，亟待从理论层面进行研究。 网络视频虚拟社区中的“忠爱粉”现象是用户品牌忠诚的典型表现，是研究虚拟社区中用户品牌忠诚的首选目标。本文从实证方面探索在网络视频社区中用户的虚拟社区感对品牌忠诚的影响。在理论回顾的基础上，构建了虚拟社区感影响品牌忠诚的研究模型，并探讨了品牌关系质量在虚拟社区感与品牌忠诚中的中介作用。经过量表调整与问卷设计进行调研，检验数据信度、效度，对模型中的变量进行了相关分析和研究假设检验，本文的研究结论是虚拟社区中用户成员感、影响力、沉浸感会通过品牌关系质量对品牌忠诚产生间接影响或直接影响。 企业在构建与运营虚拟社区时，应该从信息连通性、差别化及规范化入手。本研究结果有助于企业更好的理解虚拟品牌社区的价值，深刻理解用户的虚拟社区感对品牌忠诚的影响，为企业吸引和维持顾客忠诚提供新的途径与管理视角，为企业构建与运营虚拟社区提供策略与建议。
英文摘要：	The background of the prevention of the COVID-19 and the development of the digital economy has brought new challenges to the marketing practices of enterprises. Residents' "online" life is normalized. Online education, webcasting, online payment, online shopping, and online video applications cater to the needs of mass mobility. Virtual communities reduce time and geographical restrictions. Users can enter and exit freely either anonymously or with real names. How to maintain and enhance user loyalty is an important challenge for companies to operate virtual communities. The phenomenon of "loyal fans" in virtual communities of online video is a typical manifestation of user brand loyalty, and is the first choice for studying user brand loyalty in virtual communities. This article explores the impact mechanism of virtual community on user brand loyalty in the online video community from an empirical point of view. Based on the theoretical review of literature review, a comprehensive model of the influence of virtual community on brand loyalty is constructed, and the mediating role of brand relationship quality in virtual community membership, influence, immersion and brand loyalty is discussed. After scale adjustment and questionnaire design, the data is tested for reliability and validity. The variables in the model are analyzed and research hypotheses are tested. Finally, it is concluded that the sense of virtual community membership, influence, and immersion will pass the quality of brand relationship. Have an indirect or direct impact on brand loyalty. When enterprises build and operate virtual communities, they should start with information connectivity, differentiation and standardization. The results of this research can help companies better understand the value of brand virtual communities, provide new ways and management foundations for companies to attract and maintain customer loyalty, and build and operate virtual Community provides strategies and suggestions.
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