摘要
笔者运用扎根理论,通过收集分析网络品牌社群成员在社群内发布的帖子,经三级编码,构建网络品牌社群参与的需要层次模型。结果显示网络品牌社群参与的需求可分为五个层次:功能性需求、自我表现需求、社交需求、尊重需求和自我实现需求。不同等级的参与者的需求居于不同层次,网络品牌社群的参与可能导致的积极效果是对品牌的支持行为。
The formation of Online Brand Community( OBC) make traditional chain customer-enterprise relationship give way to net type relationship. Consumer takes part in the OBC with different demand. Through three level coding and analyzing the posts collected from the online brand community,this study develops a hierarchy model on demand of online brand community participation using the method of grounded theory. The model shows that the demand of online brand community participation can be divided into five levels:functional demand,self-expression,social interaction,respecting,self-realization. For participants with distinct ranking who join in the OBC may have different motivation and subsequent brand support conduct. This paper proposes strategies concerning effective participants' demand management and targeted incentive policy implement based on the model.
出处
《经济经纬》
CSSCI
北大核心
2015年第1期90-95,共6页
Economic Survey
基金
中国博士后基金项目(14B10828)
