网络品牌社群参与需求结构及其测量

Demands Structure of Online Brand Community Participation and Its Measurement

通过对网络品牌社群参与动机研究的梳理,研究网络品牌社群参与需求结构,设计网络品牌社群参与需求结构量表并进行量表检验.采用扎根理论研究方法,对消费类产品(如手机、汽车等)网络品牌社群成员的帖子进行深入编码分析,形成网络品牌社群成员参与需求的理论模型.采用开放式问卷、深度访谈、头脑风暴等方法修改并完善测量量表,通过预测试,检验量表的可靠性和有效性.该量表为进行后续网络品牌社群参与对顾客价值、品牌忠诚等作用和影响研究打下基础.

Based on previous literature review on motivation of online brand community（OBC）participation,demands structure of OBC participation was established and a scale was developed and tested.By code analyzing on posters data collected from online mobile phone community,car forum etc.,a theory model of demands of OBC participation was developed by grounded theory.Then measurement items were designed and modified by methods of brain storm,depth interview and openended questionnaire.Finally,a scale with high reliability and validity was developed and tested by small sample pretest.The scale may contribute to further study on influence of OBC participation to customer value and brand loyalty etc.