摘要
品牌社群基于自身特有的低成本、高效率和高效能的信息传播分享机制,潜移默化地改变着市场交易规则下卖方与买方的权力结构,消费者被赋权的时空区域不断扩大。通过在互联网背景下对消费环境的变化状况进行了分析,基于社会网络理论的视角发现,品牌社群中的网络中心性和较高的网络密度可以有效地增强消费者的基础权力,打破行权障碍,提高行权意识,最终实现消费者增权中实际权力的提升。
Based on its own unique ring,Brand Community has subtly c low cost, high efficiency and usefulness of information dissemination and sha- hanged the power structure between the seller and buyer under market trading rules. Consumers are empowered to expand the area of time and space. The paper shows that the brand in the com- munity network center and high network density can effectively enhance the foundation of power consumers, break- ing exercise barriers, improve exercise consciousness and finally realize the real power in the promotion of consumer empowerment.
出处
《河南科技学院学报（社会科学版）》
2017年第3期68-73,共6页
Journal of Henan Institute of Science and Technology
基金
国家自然科学基金项目"社群生态圈价值创造机理研究"(U1504704)
教育部人文社会科学青年项目"基于虚拟经济的社群生态圈商业模式研究"(15YJC630127)
关键词
品牌社群
消费者增权
网络中心性
网络密度
Brand Community
consumer empowerment
network centrality
network density
