虚拟品牌社区的契合营销实践量表修订  

Revision of Engagement Marketing Practice Scale in Virtual Brand Community

作　　者：姜帝 卜令通 余文伟 JIANG DI;PU Ling-tong;YU Wen-wei(Business School,Nanjing University,Nanjing 210000,Jiangsu,China)

机构地区：[1]南京大学商学院,江苏南京210000

出　　处：《中国流通经济》2020年第10期70-79,共10页China Business and Market

基　　金：国家自然科学基金项目“地位恐慌对中国人奢侈品消费购买意愿的影响:基于社会认同理论的视角”(71372034)。

摘　　要：新经济时代带来了价值创造逻辑的变化,企业愈发注重对消费者价值的挖掘。在诸多价值共创活动中,契合营销实践即企业在虚拟品牌社区中为促进消费者参与价值共创而进行的实践行动尤为常见。国内学者2017年首次编制契合营销实践量表,对正式组织中的契合营销实践活动进行界定和划分,但由于施测情境和施测主体与数字环境错配,其量表很难适用于当前虚拟品牌社区情境下有关消费者契合营销实践的研究,需要进行情境化修订并编制针对企业施测的题项。鉴于此,基于现有文献中的量表和相关概念进行虚拟化情境改编并得到初步访谈大纲,邀请12位虚拟品牌社区管理者参与深度访谈,通过建构主义扎根理论探索得到包含四个主范畴维度15个题项的企业层面的消费者契合营销量表,继而使用该量表对51个虚拟社区施测,在经过多次探索性因子分析和验证性因子分析的循环论证后,最终编制得到针对企业施测的中文版消费者契合营销实践量表。修订的量表在施测环境和施测主体方面与数字化情境更加匹配,可为虚拟品牌社区价值共创实证研究提供量表基础;修订的量表在实践中具有广阔的应用前景,企业可使用该量表进行自测,以了解自身所采用契合营销策略的优势和劣势,从而进行更有针对性的改进,提升消费者参与意愿与共创价值,提升契合营销实践效力。The new economic era has brought about changes in the logic of value creation,and enterprises are paying more attention to the value derived from consumers.In many value co-creation activities of enterprises,engagement marketing practice,namely the practical actions of enterprises in virtual brand communities to promote consumers to participate in value co-creation,is particularly common.Domestic scholars compiled the engagement marketing practice scale for the first time in 2017.This scale can define the practice activities in engagement marketing.But because of the mismatching of situation,main body,and digital environment,this scale is not suitable for applying to the context of virtual brand community.So,the scale needs to be contextualized and to be measured in view of the enterprise.The authors design the measurement item based on the scale in the existing material,and invite12 virtual brand community’managers to participate in the deep interview;by using the method of grounded theory of constructivism,the authors explore the engagement marketing practice scale which includes four dimensions of the 15 main category item on the enterprise level;and then,51 virtual communities are tested based on this scale.After several rounds of exploratory factor analysis and confirmatory factor analysis,the Chinese version of engagement marketing practice scale for enterprises is finally developed.This revised version is more suitable to the digital situation,and it is the basis for empirical research on virtual brand community value co-creation;it can be broadly applied to practice;and the enterprises can use it to test themselves to understand the advantages and disadvantages of their engagement marketing strategies,which will in turn help them to improve consumers’willingness to participate and their co-creation value,and the effectiveness of engagement marketing.

关 键 词：虚拟品牌社区 契合营销实践量表 情境化修订 价值共创 

分 类 号：F713.50[经济管理—市场营销]