虚拟品牌社区演化与消费者购买意向关系研究——基于社会网络结构视角的分析  

Research on Relationship between the evolution pattern of virtual brand community and consumer purchase intention

作　　者：刘跃[1] 夏麒惠 陈星元 

机构地区：[1]重庆邮电大学经济管理学院

出　　处：《价格理论与实践》2017年第12期153-156,共4页Price:Theory & Practice

基　　金：重庆市人文社会科学重点研究基地--网络社会发展问题研究中心重点研究课题:新媒体对消费者购买行为的影响研究(2014SKJD03);重庆邮电大学社会科学基金重点项目--基于碎片化时间的学习管理策略研究(2016KZD12)

摘　　要：基于社会网络结构的视角,结合传播学理论、计划行为理论,构建"社会网络结构-消费者态度-消费者购买意向"的理论模型,运用社会网络分析方法分析社区发展不同阶段的网络结构及其演化规律,采用内容分析法对消费者产品态度、品牌态度和消费者购买意向进行测量,运用多元回归对理论模型进行验证。结果表明:虚拟品牌社区的动态演化大致分为发展期、成熟期和衰落期,对应的社会网络结构在不同阶段呈现出各自的特征。网络结构的中心度、平均路径长度与消费者的产品态度和品牌态度呈显著负相关关系;网络密度、网络规模与消费者的产品态度呈显著正相关关系,与消费者的品牌态度关系不显著;消费者产品态度和品牌态度显著影响消费者的购买意向。Based on the perspective of social network structure and combining the communication theory and theory of planned behavior, builds a theoretical model of ＂social network structure-consumer attitude-consumer purchase intentions＂, using social network analysis method to analyze the development of community network structure and its evolution in different stages. It uses content analysis method to measure the consumer product attitude,brand attitude and purchase intention and then using multivariate regression method to verify the theoretical model. The results show that the dynamic evolution of the virtual brand community can be divided into three stages： development stage, active stage and decline stage. The corresponding social network structure presents different characteristics at different stages. The network structure of the center and the average path length has a significant negative correlation on consumer product attitude and brand attitude. The network density and network size has a significant positive correlation on consumer product attitude and is not significant on consumer brand attitude. And the consumer product attitude and brand attitude significantly influence consumer purchase intention.

关 键 词：虚拟品牌社区 社会网络结构 消费者态度 消费者购买意向 

分 类 号：F713.55[经济管理—市场营销]