在线品牌社群中负性消费者品牌互动量表开发与检验  

Scale Development and Validation of Negative Consumer Brand Engagement in Online Brand Community

作　　者：袁登华 谢一帆 Yuan Denghua;Xie Yifan

机构地区：[1]广东外语外贸大学商学院,广州510006

出　　处：《复印报刊资料（市场营销）》2023年第4期27-41,共15页

基　　金：国家自然科学基金面上项目(71771060)。

摘　　要：负性消费者品牌互动虽然引发了人们的关注,但目前大都从消费者品牌互动的负效价角度开展研究,而且其逻辑框架依旧不甚清晰,同时缺乏测量量表,难以为企业的品牌危机提供预警。本文利用扎根理论的编码技术对在线品牌社群中的负面评论进行编码,在此基础上界定了负性消费者品牌互动的本质涵义,遵循科学程序开发了在线品牌社群负性消费者品牌互动量表,调研数据分析结果表明该量表具有良好的信度和效度,为后续的实证研究提供了测量量表,也为企业的品牌管理提供了诊断工具。Negative consumer brand engagement has aroused scholars'attention,but most of the researches were carried out from the aspect of negatively-valenced consumer brand engagement,and its logical framework is still unclear.More importantly,there is a lack of measurement scale,which makes it improbable to provide early warning for the brand crisis.To address these limitations,the coding technique of grounded theory is adopted to encode the negative comments in online brand community.On this basis,this paper abides by scientific procedures,defines the essential construct of negative consumer brand engagement,and develops negative consumer brand engagement scale(NCBE)in online brand community.The empirical results show that the scale,featured by superior reliability and validity,provides a measurement scale for the follow-up empirical researches and also provides managers with a new diagnostic tool in the management practice.

关 键 词：在线品牌社群 负性消费者品牌互动 量表开发 编码技术 

分 类 号：F273.2[经济管理—企业管理] F274[经济管理—国民经济] F724.6