社会化媒体品牌社群互动及网络密度影响研究  

Social Media Brand Community Interaction and Network Density Impact Research

作　　者：杜佳[1] 安景文[1] Du Jia;An Jingwen(School of Management,China University of Mining and Technology（Beijing）,Beijing 100083,China)

机构地区：[1]中国矿业大学(北京)管理学院,北京100083

出　　处：《天津大学学报（社会科学版）》2018年第6期503-511,共9页Journal of Tianjin University：Social Sciences

摘　　要：社会化媒体已成为品牌社群价值创造的重要平台。文章从信息、价值、社会三个维度分析了这一媒体中的社群互动行为及其创造的价值。同时,结合社会学网络关系理论,验证网络密度对社群互动过程中的影响。构建互动行为模型、设计量表并做量化分析。结果表明:社群互动行为积极影响顾客价值;顾客实用价值对自我效能价值生成有积极影响;网络密度在社群互动行为及其结果中间发挥显著调节作用。Social media has become an important platform for brand community value creation. The article analyzes the interaction behavior of the community and the value of its creation from the three dimensions of information, value and society. At the same time, combined with the sociological network relationship theory, the impact of network density on the interaction process of the community is verified. The interaction behavior model, design scale and quantitative analysis are constructed. It arrives at the resuhs as follows：Firstly, community interaction behavior positively affects customer value; Secondly, customer practical value has a positive influence on customer serf-efficacy value generation; Thirdly, network density plays an important regulatory role in community interaction behavior and its results.

关 键 词：社会化媒体 品牌社群互动 顾客价值 自我效能价值 网络密度 

分 类 号：F279[经济管理—企业管理]