基于品牌社群的消费价值研究

Study of Consumer Value Based on Brand Community

理解基于品牌社群的消费价值是品牌社群营销成功的关键。本文首先结合价值性质和价值方向两个角度构造了一个四维消费价值矩阵模型的假设,之后开发一个量表,并先后利用EFA和CFA对该假设进行规范的实证分析,得出财务价值、形象价值、服务价值、社交价值等四大因子。文章最后阐述了四种价值的含义及营销应用,并指出了研究局限性与未来方向。

The study of the consumer value based on brand community is the key element to make brand community marketing success. At first, the author constitutes a hypothesis of matrix model of 4-dimension consumer value with two angles of value nature and direction. Then, a scale is empirically developed and used to validate the hypothesis with EFA and CFA. Four factors are provided, which are financial value, image value, service value, and social value. The end of the article illuminates the meanings of four values and their applications, and points out limitations and research directions.