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论文编号：	3358
作者编号：	1120070711
上传时间：	2011/6/9 14:59:49
中文题目：	中小企业虚拟品牌社群成员参与、影响因素及对品牌忠诚的影响研究——以魅族官网论坛为例
英文题目：	The Members Participation in Online SME-managed Brand Community, Its Influencing Factors and Consequences to the Brand Loyalty: A Case Study from Meizu''s Official Forum
指导老师：	白长虹
中文关键字：	中小企业品牌化 虚拟品牌社群 成员参与 品牌忠诚
英文关键字：	SMEs Branding Online Brand Community Member Participation Brand Loyalty
中文摘要：	品牌建设滞后是影响中小企业发展的重要原因。传统观点认为中小企业受资源约束，于品牌建设难有作为。而互联网的发展，给企业的品牌化模式和手段带来重大变革。一些中小企业以虚拟品牌社群为平台，一方面通过鼓励消费者参与社群，将其内化为社群一份子，另一方面又借助这些成员的参与去影响社群外部的消费者与其它相关人士，这种影响力随着社群的壮大而不断增强。一些中小企业以这一方式成功实现了品牌化。然而当前还很少有学者关注这一现象，其背后的理论逻辑与作用机理，也无法从现有的研究中找到答案。 已有与虚拟品牌社群相关的研究主要集中在以下两个方面：一是关于虚拟品牌社群成员参与动机的研究；二是关于虚拟品牌社群成员参与影响效应的研究。而现有的研究，其研究对象大多以强势品牌拥护者设立和管理的虚拟品牌社群为主，当前还很少有学者关注由企业设立和管理的虚拟品牌社群，特别是由中小企业主导和管理的虚拟品牌社群。中小企业由于受资源约束，且大多品牌力不强，因此在虚拟品牌社群建设中普遍存在招募社群成员困难、成员参与度低等难题。然而实践中，一些中小企业克服了上述困难，成功发展出了强大的虚拟品牌社群，并以此实现了品牌化。因此，梳理影响中小企业虚拟品牌社群成员参与的因素，以及验证中小企业虚拟品牌社群成员参与对品牌忠诚的影响作用，对于中小企业发展虚拟品牌社群，实施以虚拟品牌社群推动企业品牌化的战略具有重要的意义。 本文以魅族官网论坛为研究样本，在文献回顾与扎根研究的基础上，构建出本研究的理论模型和测量量表，之后通过大规模的问卷调研与数据分析，对建立的假设进行验证，从而得出相关的研究结论。本研究采用的方法与步骤如下： 首先，从品牌社群、虚拟社群、虚拟品牌社群、社群氛围、品牌忠诚等已有研究中，梳理出与成员参与相关的研究成果，同时结合作者对魅族官网论坛近两年的扎根研究成果，构建本文的研究模型与理论假设，初步梳理出影响中小企业虚拟品牌社群成员参与的关键要素。 其次，通过深度访谈、问卷调查、内容分析等方式获取相关的研究资料，同时结合相关文献，编制前测量表，并进行小样本试调查；接着，通过量表净化、信度检验和效度检验，形成具有良好信度和效度的测量量表；之后，在魅族官网论坛、魅族QQ群发放问卷，开展大规模问卷调查。 最后，运用SPSS 18.0和AMOS 17.0两个统计软件，采用探索性因子分析、验证性因子分析、多元线性回归、分层回归等方法，对所提出的理论假设进行实证检验，并对验证结果进行分析与总结。 在完成上述研究内容和步骤的基础上，本研究得到如下结论： 1. 通过实证发现，财务价值、自我认知价值对中小企业虚拟品牌社群成员参与不起作用。但作者通过对魅族官网论坛的扎根研究发现，财务价值在魅族官网论坛发展初期，对于招募社群新成员，以及鼓励社群成员参与，起着至关重要的作用。另外，虽然多数社群成员对自我认知价值没有表现出足够的兴趣，但自我认知价值对于培养社群的核心成员有着重要的影响作用。因此，中小企业在发展虚拟品牌社群时，不应忽视财务价值与自我认知价值的作用。 2. 目的价值、社会地位提升价值、社交价值、娱乐价值、中小企业主参与热情、线下活动，以及社群氛围对中小企业虚拟品牌社群成员参与起正向的影响作用。作者通过比较标准化回归系数Beta值发现，社群氛围对中小企业虚拟品牌社群成员参与的影响作用最大，其次分别是线下活动、社交价值、社会地位提升价值、娱乐价值和中小企业主参与热情，而对社群成员参与影响最小的是目的价值。 3. 对于调节变量，通过实证发现信息质量只对财务价值、自我认知价值以及社交价值起调节作用；而系统质量只对娱乐价值起调节作用；服务质量只对社会地位提升价值起调节作用。同时，作者发现，信息质量、系统质量和服务质量对中小企业虚拟品牌社群成员参与产生直接的影响作用。 4. 实证显示，中小企业虚拟品牌社群成员参与对品牌忠诚起正向的影响作用。因此，中小企业，可以更多地通过发展虚拟品牌社群来推进企业的品牌化战略。
英文摘要：	One of primary factors that hinder the development of SMEs (small and medium-sized enterprises) is their relatively backward brand building. The traditional view is that SMEs, because of their limited resource, cannot make great achievements in branding. However, the increasing Internet leads to great changes in models and means of branding. By developing online brand communities, Some SMEs achieve brand success. However, only few scholars concern about such phenomenon. Existing studies on online brand community can be categorized into two aspects: studies on the motivation of members participating in online brand communities and studies on the impact of members’ participation. Most of researchers took the communities established and managed by the advocates of strong brands as the study object. Only few concern the communities directly managed by the enterprises, especially by SMEs. Without the influence of strong brands, most of the SMEs are faced with the difficulties in recruiting community members, and attracting members to participate in communitis regularly. However, in the real industry, some SMEs have successfully developed powerful online brand community, and achieved brands. In this paper, MEIZU official forum is selected as the main study object. Based on literature review and grounded research, a theoretical model had been constructed. And by large-scale survey and data analysis, the hypotheses and relevant conclusions are verified. The methods used and the study procedures of the paper are as follows: Firstly, the literatures of online community, online brand community, community climate, brand loyalty and etc, associated with the participation in brand community, were reviewed. And combining these reviews with the author’s grounded research in MEIZU official forum in the past two years, the model and hypothesis were established. The factors influencing SMEs’ online brand community members’ participation were initially identified. Secondly, through in-depth interviews, questionnaire survey and content analysis, the relevant data were obtained. By literature review, the pre-measurement scale was developped, and a small sample survey was carried out as a test; and then, by measurement scale purification, reliability testing and validity, the measurement scale with good reliability and validity were constructed; afterwards, a large-scale survey was distributed in MEIZU official forum and MEIZU QQ online groups. Finally, using SPSS 18.0 and AMOS 17.0, the methods of EFA(Exploratory Factor Analysis),CFA(Confirmatory Factor Analysis),Multivariate Linear Regression, and Stratified Regression, the hypothesis were tested. Based on the above research procedures, the conclusions are drawn as follows: First, the empirical evidence illustrates that financial value and self-discovery are of no impacts on the participation in SMEs’ online brand community. But by the grounded research in MEIZU official forum, financial value is found to play an important role in recruiting new members and encouraging current members’ participation during the initial phase of the forum. In addition, although most community members do not show enough interest of it, self-discovery acts an important role in bringing up the core members of the community. Second, purposive value, social enhancement, maintaining interpersonal connectivity, entertainment value, SMEs owners enthusiasm, offline activity, and community climate show positive influence in members’ participation in SMEs’ online brand community. In addition, the comparison of β value reveals that community climate has the greatest impact on participation in SMEs brand community, followed by offline activity, maintaining interpersonal connectivity, social enhancement, entertainment value and entrepreneurial enthusiasm, and purposive value has the minimal impact on community members’ participation. Third, as for the moderators, the empirical evidence shows that information quality only adjusts financial value,self-discovery, and maintaining interpersonal connectivity; system quality only adjusts entertainment value; and service quality only adjusts social enhancement. In addition, information quality, system quality and service quality are found to directly influence the members’ participation. Finally, it is verified that the members’ participation in SMEs’ online brand community has a positive correlation with brand loyalty.
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