虚拟品牌社群持续参与决策——基于社会影响理论  

Decision of Continuous Participation in Virtual Brand Community:Based on Social Influence Theory

作　　者：陈本松[1] 曹细玉[1] 

机构地区：[1]电子科技大学中山学院,中山528402

出　　处：《技术经济》2016年第7期123-128,共6页Journal of Technology Economics

基　　金：广东省自然科学基金项目"电子商务环境与顾客选择行为下的双渠道应链协调研究"(S2013010013437);中山市科技计划项目"基于兴趣图谱的网络社区消费者行为数据挖掘的精准个性化营销"(2014A2FC400)

摘　　要：基于社会影响理论,从理论上探讨了虚拟品牌社群成员的感知价值对社会影响因素的影响,分析了社会影响因素如何影响社群成员对虚拟品牌社群的持续参与决策,并利用以小米社区中的小米用户为对象的问卷调研数据进行实证分析。研究结果显示:虚拟品牌社群成员的感知价值显著正向影响社会影响因素;社会影响因素显著正向影响社群成员对虚拟品牌社群的持续参与决策。提出:社群经营者应提升社群成员的价值感知,促进社群成员互动以改善社会影响因素,从而促进虚拟品牌社群成员的持续参与。Based on the social influence theory,this paper explores the influence of perceived value of virtual brand community members on social influence factors in theory.And then it empirically analyzes the influence of social factors on the continuous participation of virtual brand communities members by using the questionnaire data from community members in bbs.xiaomi.cn.The results show as follows：perceived value of virtual brand community members is significantly positively related to social influence factors,and social influence factors have significant positive impacts on virtual brand community members′decision-making of continuous participation in virtual brand community.Therefore,community managers should enhance the perceived value of community members,and promote the interaction between community members to improve social impact factors,so as to promote the members′decision-making of continuous participation in virtual brand community.

关 键 词：虚拟社群 参与决策 感知价值 社会影响理论 

分 类 号：F274[经济管理—企业管理]