社会化媒体品牌社群环境下的网络关系结构对品牌认同的影响  

Effect of Network Relational Structure on Brand Community Interactive Behavior and Brand Recognition in Social Media

作　　者：杜佳[1] 安景文[1] 

机构地区：[1]中国矿业大学(北京)管理学院,北京100083

出　　处：《武汉理工大学学报（社会科学版）》2018年第1期36-43,共8页Journal of Wuhan University of Technology:Social Sciences Edition

摘　　要：社会化媒体以其互动性成为品牌社群价值共创的重要平台。社群成员的高度互动成为品牌认同的必然过程。那么,在社会化媒体品牌社群环境下,社群互动包括哪些行为呢?这些互动行为又对品牌认同有什么影响呢?社会化媒体的网络关系结构是否受互动影响?网络关系结构在品牌认同中发挥着什么作用?在文献研究及以往研究成果的基础上,提出了社会化媒体品牌社群互动行为包含信息交换与内容协作、社会资本获取、价值观整合与倡导三个维度。网络关系结构充当着社群互动与品牌认同的中介。通过在线问卷调查获取数据,采用结构方程验证网络关系结构的中介作用及品牌社群互动对品牌认同的影响。研究结果表明:社群互动行为积极影响网络关系结构和品牌认同;网络关系结构积极影响品牌认同;网络关系结构在社会化媒体品牌社群互动中发挥着显著作用,是互动与品牌认同的中介。Social Media is an important platform of brand community's value creation because of its interactivity.The interactive behavior of community members becomes the inevitable course of brand recognition.Then,in the social media brand community,which kind of interactive behavior do customers carry out?What value does interactive behavior create for brand recognition?Does interactive behavior have influence on social media network relational structure?What role does network relational structure play?Based on document research and previous research achievements,this paper argues that interactive behavior of brand community is made up of three dimensions,namely information collaboration,social capital obtain and integration of values.Meanwhile,network relational structure is a medium between interactive behavior and brand recognition.By online questionnaire survey,this paper uses structural equation to verify the effect of network relational structure on brand community interactive behavior and brand recognition in social media.It arrives at the results as follows:Firstly,interactive behavior has positive impact on network relational structure and brand recognition.Secondly,network relational structure has positive impact on brand recognition.Thirdly,network relational structure plays a very important role in the process of brand recognition.

关 键 词：社会化媒体 网络互动 品牌社群 网络关系结构 品牌认同 

分 类 号：C912.3[经济管理]