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论文编号：	1612
作者编号：	031768
上传时间：	2010/5/20 15:34:02
中文题目：	品牌社区对品牌忠诚影响的全过程模型的研究
英文题目：	Brand Community, Brand Loyalty, Community Engagement, Community Trust, Customer Satisfaction
指导老师：	范秀成
中文关键字：	品牌社区 品牌忠诚 社区参与 社区信任 顾客满意
英文关键字：	Brand Community, Brand Loyalty, Community Engagement, Community Trust, Customer Satisfaction
中文摘要：	以哈雷•戴维森车友俱乐部为典型的品牌社区在影响顾客感知和行为、实现或强化品牌忠诚过程中所显示的巨大威力使企业意识到，在当今趋于饱和的竞争环境中，构建和管理品牌社区似乎成为与通过形象广告、顾客关系管理等传统营销手段来实现品牌忠诚相比一条成本更低、效率更高、效果更好的途径。 为此，本研究提出了品牌社区对品牌忠诚影响的全过程模型，即品牌社区关系质量作为成员-企业关系质量、成员-品牌关系质量、成员-产品关系质量和成员-成员关系质量四个社区关系质量子维度的函数，用以衡量社区成员对自身与社区关系质量的总体感知和评价；它会积极地影响成员参与社区活动的意愿、对社区的信任水平和对社区的满意程度，最终实现或强化顾客的品牌忠诚。 本研究选取天津、北京、大连、成都和广州五座城市重点高校内“动感地带社区”和各省市“动感地带网上社区（俱乐部）”的核心成员进行了抽样调查。通过预调研，本研究借助Spss13.0软件，运用信度和探索性因子分析对问卷量表进行了检验和修改，保证了量表较高的信度和效度水平。通过正式调研，本研究借助Lisrel 8.7软件，运用验证性因子分析和结构方程模型分析等统计方法，对本研究的理论模型和理论假设进行了检验。研究结果表明，理论模型较好地拟合了样本数据，证明理论模型的设定是合理的。 在理论的假设检验中，除了成员-品牌关系质量与品牌忠诚之间的直接路径没有通过统计检验外，其余10条理论假设（品牌社区关系质量四维度与品牌社区关系质量，品牌社区关系质量与社区满意、社区信任和社区参与及其与品牌忠诚之间的路径关系）都证明是成立的。通过逐步的模型修正，本研究确定了最终模型。同理论模型相比，最终模型的拟合程度有了较明显的改善；同时新增加的一条路径也被证明是成立的，即社区满意与社区参与之间的路径。 综上所述，在品牌社区中，品牌社区关系质量作为社区关系质量四个子维度的函数，通过影响成员社区参与、社区信任和社区满意的水平来间接实现对品牌忠诚的积极影响。
英文摘要：	The great impact of brand communities, like Harley Davidson's Owners Group (HOG), on the process of how they influence customers' perception and action, and maintain/enhance brand loyalty makes marketers strongly realize that nowdays, with stiffer competition among firms, establishing and maintaining a well organizied brand community seems to be a much better way to brand loyalty with lower cost, higher effect and effiency when compared to traditional marketing efforts, such as image advertising or customer relationship management. Thus, we develop and estimate a conceptual model of how brand community relation quality, which is defined as the measurement and evaluation of customer' experience in the brand community, performs as the function of the four sub-demensions of brand community relationship quality: member-company relationshop quality, member-brand relationshop quality, member-product relationshop quality, and member-member relationshop quality, and positively influences community engagement, community trust and customer satisfaction in brand community, eventurally establish or enhance brand loyalty. Our empirical study was conducted to investigate existing Core M-Zone Members in universities/colleges in 5 cities of Tianjin, Beijing, Chengdu, Dalian, Guangzhou and online M-Zone Communities (Clubs) of several provinces and cities. On the basis of items used in the literature and definitions established in our research, we developed and pre-tested a standardized questionaire. Cronbach's reliability analysis and exploratory factor analysis confirmed reliability and validity of measures by the Spss 13.0. After a main survey, using confirmatory factor analysis and structrual equation model analysis, we tested the measure validation and the theoretical hypotheses by Lisrel 8.7. The results indicate both acceptable model fits and item properties. During hypotheses testing process, only the direct path between member-brand relation quality and brand loyalty is not positively supported by analysis results among 11 hypothized paths among constucts. Following some modification index, we indentified the final model. In contrast to the specified model, the fit criteria of the final model is dramatically improved which indicates that it’s a fitter model. Moreover, one additional path between community satisfaction and community engagement is significant. In summary, brand community relationshop quality performs as the function of those four sub-relationship qulatities, and positively influnces the brand loyalty with community engagement, community trust and customer satisfaction as mediates between them.
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