联系我们

论文查询结果	返回搜索

论文编号：	6312
作者编号：	2120122568
上传时间：	2014/6/7 19:15:36
中文题目：	虚拟品牌社群价值与品牌忠诚的关系研究：品牌危机的调节效应
英文题目：	Study on the Relationship Between the Value of Virtual Community and Brand Loyalty： the Regulating Effect of Brand Crisis
指导老师：	郑琦
中文关键字：	虚拟品牌社群;社群意识;品牌忠诚;品牌危机
英文关键字：	Virtual brand community; Community consciousness; Brand loyalty; Brand crisis
中文摘要：	随着市场竞争地日趋激烈化和复杂化，企业品牌危机的发生层出不穷。学术界对品牌危机的研究主要集中于危机的概念、分类及管理应对策略上。另一方面，随着互联网的发展普及，虚拟品牌社群作为对某一品牌有一定忠诚度的消费者的聚集地，正得到学术界和企业界的广泛关注和研究。品牌社群的基本属性如概念、作用等是其研究的主要聚焦点，但缺乏在某个具体情境下对品牌社群的研究。本研究认为，消费者因为一定的社群价值而加入虚拟品牌社群，当品牌发生危机时，不同的虚拟品牌社群价值会对社群意识产生不同的影响，并且不同程度的社群意识会进一步影响品牌的忠诚度。 本研究立足于为企业解决品牌危机提供新的思路，致力于将品牌危机与虚拟品牌社群进行联合研究，探究品牌危机的调节效应。首先对文献进行梳理，在对相关概念进行界定的基础上，推演出研究的理论框架。接着，主要探究两个问题：一是，研究虚拟品牌社群价值的高低对品牌社群意识的影响及品牌社群意识对品牌忠诚的影响；二是，探究品牌危机作为调节变量，是否调节虚拟品牌社群价值与品牌社群意识的关系以及品牌社群意识与品牌忠诚的关系。最后根据研究结果得出相关结论。 与此同时，实证分析法是本次研究使用的主要研究方法，SPSS是本次进行数据分析的软件。本研究首先为了保证调研数据的可靠性，依次进行了信度分析、效度分析和因子分析；接着为了对假设进行验证，进行了相关分析和回归分析。最后得出，10个假设中6个假设成立。综上所述，根据实证分析的结论，结合实际，提出了对实践具有指导意义的管理建议，并总结了本次研究的不足，对未来的研究方向进行展望。
英文摘要：	As the market competition is becoming fierce and complicated, the brand crisis emerges in endlessly. Academic researches of brand crisis mainly focus on the concept, classification and crisis management strategy, etc. In addition, with the popularity of the Internet, the virtual brand community, which is a place for consumers to gather who are loyal to a certain brand, is gaining wide attention of the academic and business. Academic researches mainly focus on the concept of brand community, causes and effects of brand community ignoring some specific situations. The author believes that considering certain social values, consumers join the virtual community. When the brand crisis occurs, consumers in the virtual brand community with different degree of values will have different consciousness of community, and consciousness of community will further influence the brand loyalty. This paper focuses on the joint researches of brand crisis and virtual brand community, studying the regulating effect of the brand crisis providing new thoughts to the solution of brand crisis. After reviewing the previous papers, the author put up the theoretical framework. Then, there are two issues: Firstly, the article focuses on how the value of virtual brand community will influence the community consciousness and how the community consciousness will influence the brand loyal. Secondly, as the brand crisis is regarded as regulating variable, the article will study whether it will adjust the relationship between value of virtual community and community awareness and the relationship between brand community awareness and brand loyalty. Meanwhile, the method of empirical analysis is adopted to verify the above-mentioned theory. SPSS software is used to conduct reliability, validity and factor analysis of the obtained data, and to verify ten hypotheses in the article. Among them, seven hypotheses are confirmed. In the end, according to the result that we got using empirical analysis, feasible management suggestions are put forward and limitation of this research is also reviewed.
查看全文：	预览  下载(下载需要进行登录)