基于自媒体视阈的品牌社群感知对品牌社群价值形成的影响

The Impact of Brand Community Perception to the Value of Brand Community Based on the View of We-media

目前,学术界对品牌社群的研究多集中于传统品牌社群的形成、特征及作用上,而对自媒体环境下消费者的品牌社群感知及卷入对品牌社群价值影响研究并不多见。本文在查阅、梳理自媒体、品牌社群、消费者感知等领域现有研究文献的基础上,从自媒体环境下信息传播对消费者品牌社群感知的影响出发,探讨其对品牌社群价值影响机理。

At present, the academic research on brand community focuses on the formation, features and functions of the traditional brand community. There are few researches on the impact of brand community perception and consumer involvement to the value of brand community under the self-media environment. Based on reviewing the existing research literatures from self-media, brand community, consumer perception and other areas, the research explores the influence of brand community value mechanism, starting from the impact of information dissemination on consumer perception of brand community under the self-media environment.