农产品网络社群对消费者品牌共鸣影响研究  

Research on the Impact of Agricultural Product Network Community on Consumer Brand Resonance

作　　者：樊帆 朱雅娸 邓鑫 FAN Fan;ZHU Yaqi;DENG Xin(School of Economics and Management,Chongqing University of Posts and Telecommunications,Chongqing 400065,China)

机构地区：[1]重庆邮电大学经济管理学院,重庆400065

出　　处：《重庆邮电大学学报（社会科学版）》2023年第2期146-155,共10页Journal of Chongqing University of Posts and Telecommunications(Social Science Edition)

基　　金：重庆市社科联项目:农产品网络社群营销模式的构建与应用研究(2019BS063);国家留学基金项目;重庆邮电大学社科基金重点项目:农产品网络社群化营销与日本案例的比较研究(2017KZD11);重庆邮电大学引进人才基金项目:社群化网络营销与日本案例比较研究(K2017-87)。

摘　　要：当前,农产品品牌虽然众多,但缺乏知名的农产品品牌。如何有效地向消费者传达农产品品牌的内涵、获得消费者认同和忠诚是打造知名农产品品牌的关键,而农产品网络社群的最大优势就是增强消费者与品牌间的关系。文章着眼于农产品网络社群对消费者品牌共鸣的影响,通过建立结构方程模型,对农产品的网络社群价值、社群意识、社群忠诚度和农产品品牌共鸣之间的关系进行验证。结果表明:农产品网络社群价值对社群意识及其忠诚度有积极影响,且社群忠诚度的提升有助于社群成员产生品牌共鸣,但社群意识不能直接影响社群成员的品牌共鸣。这为网络农产品的同质性竞争提供了差异性营销的方向,也为相关农产品企业及品牌管理协会在管理农产品品牌方面提供了可能性方案。At present,although there are many agricultural product brands,there is a lack of influential agricultural brand.Among them,how to effectively convey the connotation of agricultural product brands to consumers and obtain consumer recognition and loyalty is the key to building a well-known agricultural product brand.Focusing on the impact of agricultural product network community on consumer brand resonance,this paper establishes a structural equation model to verify the relationship between agricultural product network community value,community awareness,community loyalty and agricultural product brand resonance.The results show that community value has a positive impact on community awareness and its loyalty,and is positively correlated.And the improvement of community loyalty helps community members to generate brand resonance,but community awareness cannot directly affect the brand resonance of community members.This provides a differentiated marketing direction for the homogeneous competition of online agricultural products,and it also provides a possible solution for relevant agricultural product enterprises and brand management associations in managing agricultural product brands.

关 键 词：农产品 网络社群 消费者 品牌共鸣 

分 类 号：F323.7[经济管理—产业经济]