消费者参与品牌社群的内在动机研究

A Study of Consumers' Intrinsic Motivation of Participating in Brand Community

当今,品牌社群研究已成为国际品牌研究领域的一个前沿问题。然而,目前尚未有完整反映品牌社群形成机理的研究出现。为了揭示这一形成机理,文章从消费者需要角度来探究消费者参与品牌社群的动机。通过首次编制用于调查消费者参与品牌社群动机的问卷,并据此对296名消费者进行调查。然后,通过探索性和验证性因子分析得出消费者参与品牌社群动机的5因子模型,包括社交动机、休闲娱乐动机、信息动机、能力成就动机和经济利益动机。最后,对研究结论做出了讨论,并提出了后续研究方向。

Nowadays, brand community is a cutting - edge field under investigation in the world. Yet there is not an integrated model to explain the mechanism of the formation of brand community till now. Aimed at it, this paper tries to explore the motivation of consumers＇ participating in brand community from the perspective of needs of consumers. The study investigates 296 consumers randomly by using self- designed inventory. Based on exploratory factor analysis （EFA） and confirmatory factor analysis （CFA）, the study develops a five- factor model to reflect consumers＇ motivations of participating in brand community, including social motivation, recreation and entertainment motivation, information motivation, influence motivation and economic interest motivation. Finally, the results are discussed and further research directions are indicated.