基于社群氛围的在线品牌社群公民行为演化博弈分析

An Analysis on the Evolutionary Game of Citizenship Behaviors of Online Brand Communities Based on Community Atmosphere

近年来,在线品牌社群蓬勃发展,已为实践界和学术界高度重视。以往的研究均以社群良好氛围为假设前提进行探讨,但其假定并不符合实际情况。因此,从在线品牌社群发展对在线品牌社群公民行为的要求出发,以社群氛围的视角探讨了在线品牌社群与消费者之间的演化博弈关系和策略选择。在阐述社群氛围与在线品牌社群公民行为之间关系的基础上,构建了社群氛围与在线品牌社群公民行为的演化博弈模型,并对参数变化的影响及原因进行分析和讨论。为促进在线品牌社群不断营造高品质氛围,完善社群建设,更好地为消费者愿意保留在社群中,并积极进行在线品牌社群公民行为提供切实帮助,提出了相关建议。

In recent years,online brand communities have developed vigorously and drawn great atten tion from the field of practice and the academic circle. The previous studies have been made based on the hypothetical premise of a good community atmosphere, which is not actually true. Starting from the re quirements of the development of online brand communities for citizenship behaviors, the present study dis cusses the relationship of the evolutionary game between online brand communities and consumers from the perspective of community atmosphere. Based on the relationship between community atmosphere and citi zenship behaviors of online brand communities, the study establishes a model of evolutionary game and ana lyzes the influence and causes of parametric variations. Some suggestions are made on the establishment of a high quality community atmosphere,the improvement of community construction, and the promotion of the willingness of consumers to remain and behave actively in the community.