虚拟品牌社群对品牌忠诚的影响研究
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摘要
消费者对品牌的忠诚是企业最宝贵、最可靠、最稳定的资产,而当前有多种因素导致消费者品牌忠诚度下降。正当众多管理者在感叹消费者到底有没有品牌忠诚度时,一种新消费者现象——品牌社群引起实业界和学者的关注。品牌社群聚集了大量的忠诚消费者,作为一种品牌的经营模式,品牌社群的可用性已经被无数企业成功的历史所证实。随着虚拟社群的出现,传统的品牌社群逐渐向虚拟品牌社群发展。虚拟品牌社群有效降低了消费者的参与门槛,使社群成员在数量上实现较大的扩充。特定品牌的既有消费者可以不受时间和地域的限制,在任何时间、任何地方,以实名或者匿名的方式,自由地进入和退出虚拟品牌社群。随着网络经济的兴起,许多迎合品牌爱好者的虚拟品牌社群开始形成并迅速发展起来。虚拟品牌社群可以作为一种新的营销工具,为品牌建设带来新的机遇。
本文采用理论和实证研究的方法,首先在文献研究的基础上,构造虚拟品牌社群影响品牌忠诚的综合模型,研究虚拟品牌社群的互动空间(包含变量信息互动和人际互动)、价值空间(包含变量外在价值、心理价值和社会价值)和认同空间(包含变量品牌认同和群体认同),通过社群意识(包含变量社群满意、社群归属和社群承诺)这个中介变量,研究虚拟品牌社群是如何影响社群成员的品牌忠诚,并探讨社群成员的参与程度在虚拟品牌社群各个维度变量和品牌忠诚之间所起到的调节作用。其次,在建立概念模型后,在前人研究的基础上设计出研究量表,经过小样本调查后对量表进行修订。再次,对大样本数据进行预处理,检验问卷的信度和效度,然后对变量作相关分析和多重共线性检验以及同源偏差检验,进一步验证问卷设计和数据的质量。在此基础上,主要使用LISREL统计软件构建结构方程来分析虚拟品牌社群对品牌忠诚的影响模型并对相应假设进行验证和修订。最后从打造品牌个性、促进参与水平和塑造社群文化三个方面来对虚拟品牌社群经营者提出营销建议。
通过研究分析,得出的主要结论是：
(1)虚拟品牌社群分为互动空间、价值空间和认同空间三个维度；社群意识分为社群满意、社群归属和社群承诺三个维度
在以往学者关于虚拟品牌社群构成的研究基础上,本研究通过分析,把虚拟品牌社群分为三个维度,分别是互动空间、价值空间和认同空间。其中互动空间由信息互动和人际互动两个变量构成,价值空间由外在价值、心理价值和社会价值三个变量构成,认同空间由品牌认同和群体认同两个变量构成。另外,本研究通过分析,把虚拟品牌社群的社群意识分为三个维度,分别是社群满意、社群归属和社群承诺。
(2)虚拟品牌社群各个维度对品牌忠诚有不同程度的直接作用
通过分析虚拟品牌社群的互动空间、价值空间和认同空间对品牌忠诚的直接作用,研究发现虚拟品牌社群各个维度对品牌忠诚有不同程度直接作用。互动空间中的人际互动,价值空间的外在价值、心理价值和社会价值,以及认同空间中的品牌认同和群体认同都对品牌忠诚有直接影响作用。只有互动空间中的信息互动对品牌忠诚没有直接影响。
(3)社群意识在虚拟品牌社群和品牌忠诚之间有不同程度的中介作用
社群意识的三个变量社群满意、社群归属和社群承诺在虚拟品牌社群和品牌忠诚之间起到不同程度的中介作用。其中,社群满意在外在价值和品牌忠诚之间起到完全中介作用；在人际互动和品牌忠诚之间、社会价值和品牌忠诚之间以及群体认同和品牌忠诚之间起到部分中介作用；在信息互动和品牌忠诚之间、心理价值和品牌忠诚之间以及品牌认同和品牌忠诚之间无中介作用。社群归属在外在价值与品牌忠诚之间、心理价值和品牌忠诚之间起到完全中介作用；在人际互动和品牌忠诚之间、社会价值和品牌忠诚之间、品牌认同和品牌忠诚之间以及群体认同和品牌忠诚之间起到部分中介作用；在信息互动和品牌忠诚之间无中介作用。社群承诺在外在价值和品牌忠诚之间以及心理价值和品牌忠诚之间起完全中介作用；在人际互动和品牌忠诚之间、社会价值和品牌忠诚之间、群体认同和品牌忠诚之间起到部分中介作用；在信息互动和品牌忠诚之间、品牌认同和品牌忠诚之间无中介作用。
(4)社群成员的参与程度在虚拟品牌社群和品牌忠诚之间有不同程度的调节作用
通过分析研究发现社群成员的参与程度在虚拟品牌社群和品牌忠诚之间有不同程度的调节作用。其中,参与程度在人际互动与品牌忠诚之间、外在价值与品牌忠诚之间、心理价值与品牌忠诚之间、社会价值与品牌忠诚之间以及群体认同与品牌忠诚之间起调节作用；在信息互动与品牌忠诚之间以及品牌认同与品牌忠诚之间不起调节作用。
(5)虚拟品牌社群各个维度对品牌忠诚的影响是一种联合作用
在本文的实证研究中,当单独考虑虚拟品牌社群各维度的变量对品牌忠诚的直接作用时,虚拟品牌社群各个维度变量包含的信息互动、人际互动、外在价值、心理价值、社会价值、品牌认同和群体认同都对品牌忠诚有正向影响。而整体考虑虚拟品牌社群各个维度变量对品牌忠诚的综合影响作用时,发现信息互动对品牌忠诚的影响作用消失,而人际互动、外在价值、心理价值、社会价值、品牌认同和群体认同对品牌忠诚仍有正向影响,但是各个变量的影响程度在下降。这些都说明,虚拟品牌社群各个维度对品牌忠诚的影响是一种综合的影响,有必要整体考虑各个维度对品牌忠诚的影响。
Brand loyalty is the most valuable, reliable and stable asset for enterprises, however, a lot of factors have decreased brand loyalty at present. While many marketing managers are sighing whether customers have brand loyalty, a new phenomenon has caught businessmen and academics'attention——brand community. It has gathered a large number of loyal customers, as a brand management model, brand community has been confirmed its availability by the history of countless business success. With the emerge of virtual community, traditional brand community has gradually developed into virtual brand community. With the spread of Internet environment, virtual brand community effectively lowers the threshold for customers to join in, which enables the number of community members to achieve greater expansion. The existed customers of a particular brand can freely entry and exit virtual brand community anonymously or with a real name at any time and any place without time and geographical constraints. With the rise of the Internet economy, many virtual brand communities have formed and quickly developed catering for brand lovers. In network economy, virtual brand community can bring new opportunities as a new marketing tool.
In this paper, using theoretical and empirical research methods,firstly it developed a comprehensive conceptual model and investigated how virtual brand community affected brand loyalty based on the literature research,which could be specificly described as the interactive space(including variables information interaction and human interaction), value space (including variables extrinsic value, psychological value and social value)and identity space(including variables brand identification and group identification) of virtual brand community affected the brand loyalty throuth the mediator variable sense of the community(including variables community satisfaction, community belonging and community commitment),and the moderating roles of degree of the community members'participation was verified.Secondly, after the development of the conceptual model, it designed the research scale based on previous research, the scale had been revised after a small sample survey.Thirdly, this paper made a pretreatment of sample data and tests the construction validity and reliability of questionnaire, and it made correlation analysis and multi-co-linearity and common method variance test to variables, which further validated the quality of questionnaire's design and data.On this basis, this paper mainly used the LISREL statistical software to make structural equation analysis on proof of corresponding assumptions and virtual brand community influence on brand loyalty model. At last, it put forward countermeasures for the operators of the virtual brand community include forging the brand personality, enhancing the the level of participation of the community members and shaping the community culture.
Through this analysis, the main conclusions are:
(1)Virtual brand community is subdivided into three dimensions: interactive space, value space and identity space, and the sense of community is subdivided into three variables:community satisfaction, community belonging and community commitment.
Through other scholars'past study of virtual brand community, this study subdivides virtual brand community into three dimensions by theoretical analysis——interactive space, value space and identity space. Interactive space is constituted by Information interaction and human interaction, value space is constituted by extrinsic value, psychological value and social value, identity space is constituted by brand identification and group identification. In addition, this study subdivides community awareness of virtual brand community into three dimensions by theoretical analysis, exploratory factor analysis and confirmatory factor analysis——community satisfaction, community belonging and community commitment.
(2)Each dimension of virtual brand community has a direct effect of different levels on brand loyalty
Through empirical analysis, we find that each dimension of virtual brand community has a direct effect of different levels on brand loyalty. Among them, the human interaction of interactive space has a direct effect on brand loyalty; the extrinsic value, psychological value and social value of value space all have direct effects on brand loyalty; and the brand identity and group identity of identity space both have direct effects on brand loyalty. Only the information interaction of interactive space has no direct effect on brand loyalty.
(3)The sense of community awareness has different degree mediator effect between virtual brand community and brand loyalty
Three variables of the sense of community——community satisfaction, community belonging and community commitment all has different degree mediator effect between virtual brand community and brand loyalty. Among them, community satisfaction has a full mediator effect between extrinsic value and brand loyalty; it has a partly mediator effect between human interaction and brand loyalty, between social value and brand loyalty, and between group identity and brand loyalty; it has no mediator effect between information interaction and brand loyalty, between psychological value and brand loyalty, and between brand identity and brand loyalty. Community belonging has a full mediator effect between psychological value and brand loyalty; it has a partly mediator effect between human interaction and brand loyalty, between social value and brand loyalty, and between group identity and brand loyalty; it has no mediator effect between information interaction and brand loyalty, and between extrinsic value and brand loyalty. Community commitment has a full mediator effect between extrinsic value and brand loyalty, and between psychological value and brand loyalty; it has a partly mediator effect between human interaction and brand loyalty, between social value and brand loyalty, and between group identity and brand loyalty; it has no mediator effect between information interaction and brand loyalty, and between brand identity and brand loyalty.
(4)The participation of community members has different levels of moderating e effect on virtual brand community and brand loyalty
Through empirical analysis, we find that the participation of community members has different levels of moderating effect on virtual brand community and brand loyalty. Among them, the participation of community members has moderating effect between human interaction and brand loyalty, between extrinsic value and brand loyalty, between psychological value and brand loyalty, between social value and brand loyalty, and between group identity and brand loyalty; it has no moderating effect between information interaction and brand loyalty, and between brand identity and brand loyalty.
(5)Each dimension of virtual brand community has a joint effect on brand loyalty
In empirical analysis of this paper, When we are separately considering the direct influence which virtual brand community has exerted on brand loyalty, we find that each dimension variable of virtual brand community, including information interaction, human interaction, extrinsic value, psychological value, social value, brand identity and group identity are all have a significant positive effect on brand loyalty. While we are integrated considering the comprehensive influence which virtual brand community has exerted on brand loyalty, we find that the effect from information interaction is disappeared, but human interaction, extrinsic value, psychological value, social value, brand identity and group identity are also have a significant positive effect, however, this effect is decreasing. All these show that each dimension of virtual brand community has a joint effect on brand loyalty, we have to consider the overall influence which each dimension has exerted on brand loyalty.
本文采用理论和实证研究的方法,首先在文献研究的基础上,构造虚拟品牌社群影响品牌忠诚的综合模型,研究虚拟品牌社群的互动空间(包含变量信息互动和人际互动)、价值空间(包含变量外在价值、心理价值和社会价值)和认同空间(包含变量品牌认同和群体认同),通过社群意识(包含变量社群满意、社群归属和社群承诺)这个中介变量,研究虚拟品牌社群是如何影响社群成员的品牌忠诚,并探讨社群成员的参与程度在虚拟品牌社群各个维度变量和品牌忠诚之间所起到的调节作用。其次,在建立概念模型后,在前人研究的基础上设计出研究量表,经过小样本调查后对量表进行修订。再次,对大样本数据进行预处理,检验问卷的信度和效度,然后对变量作相关分析和多重共线性检验以及同源偏差检验,进一步验证问卷设计和数据的质量。在此基础上,主要使用LISREL统计软件构建结构方程来分析虚拟品牌社群对品牌忠诚的影响模型并对相应假设进行验证和修订。最后从打造品牌个性、促进参与水平和塑造社群文化三个方面来对虚拟品牌社群经营者提出营销建议。
通过研究分析,得出的主要结论是：
(1)虚拟品牌社群分为互动空间、价值空间和认同空间三个维度；社群意识分为社群满意、社群归属和社群承诺三个维度
在以往学者关于虚拟品牌社群构成的研究基础上,本研究通过分析,把虚拟品牌社群分为三个维度,分别是互动空间、价值空间和认同空间。其中互动空间由信息互动和人际互动两个变量构成,价值空间由外在价值、心理价值和社会价值三个变量构成,认同空间由品牌认同和群体认同两个变量构成。另外,本研究通过分析,把虚拟品牌社群的社群意识分为三个维度,分别是社群满意、社群归属和社群承诺。
(2)虚拟品牌社群各个维度对品牌忠诚有不同程度的直接作用
通过分析虚拟品牌社群的互动空间、价值空间和认同空间对品牌忠诚的直接作用,研究发现虚拟品牌社群各个维度对品牌忠诚有不同程度直接作用。互动空间中的人际互动,价值空间的外在价值、心理价值和社会价值,以及认同空间中的品牌认同和群体认同都对品牌忠诚有直接影响作用。只有互动空间中的信息互动对品牌忠诚没有直接影响。
(3)社群意识在虚拟品牌社群和品牌忠诚之间有不同程度的中介作用
社群意识的三个变量社群满意、社群归属和社群承诺在虚拟品牌社群和品牌忠诚之间起到不同程度的中介作用。其中,社群满意在外在价值和品牌忠诚之间起到完全中介作用；在人际互动和品牌忠诚之间、社会价值和品牌忠诚之间以及群体认同和品牌忠诚之间起到部分中介作用；在信息互动和品牌忠诚之间、心理价值和品牌忠诚之间以及品牌认同和品牌忠诚之间无中介作用。社群归属在外在价值与品牌忠诚之间、心理价值和品牌忠诚之间起到完全中介作用；在人际互动和品牌忠诚之间、社会价值和品牌忠诚之间、品牌认同和品牌忠诚之间以及群体认同和品牌忠诚之间起到部分中介作用；在信息互动和品牌忠诚之间无中介作用。社群承诺在外在价值和品牌忠诚之间以及心理价值和品牌忠诚之间起完全中介作用；在人际互动和品牌忠诚之间、社会价值和品牌忠诚之间、群体认同和品牌忠诚之间起到部分中介作用；在信息互动和品牌忠诚之间、品牌认同和品牌忠诚之间无中介作用。
(4)社群成员的参与程度在虚拟品牌社群和品牌忠诚之间有不同程度的调节作用
通过分析研究发现社群成员的参与程度在虚拟品牌社群和品牌忠诚之间有不同程度的调节作用。其中,参与程度在人际互动与品牌忠诚之间、外在价值与品牌忠诚之间、心理价值与品牌忠诚之间、社会价值与品牌忠诚之间以及群体认同与品牌忠诚之间起调节作用；在信息互动与品牌忠诚之间以及品牌认同与品牌忠诚之间不起调节作用。
(5)虚拟品牌社群各个维度对品牌忠诚的影响是一种联合作用
在本文的实证研究中,当单独考虑虚拟品牌社群各维度的变量对品牌忠诚的直接作用时,虚拟品牌社群各个维度变量包含的信息互动、人际互动、外在价值、心理价值、社会价值、品牌认同和群体认同都对品牌忠诚有正向影响。而整体考虑虚拟品牌社群各个维度变量对品牌忠诚的综合影响作用时,发现信息互动对品牌忠诚的影响作用消失,而人际互动、外在价值、心理价值、社会价值、品牌认同和群体认同对品牌忠诚仍有正向影响,但是各个变量的影响程度在下降。这些都说明,虚拟品牌社群各个维度对品牌忠诚的影响是一种综合的影响,有必要整体考虑各个维度对品牌忠诚的影响。
Brand loyalty is the most valuable, reliable and stable asset for enterprises, however, a lot of factors have decreased brand loyalty at present. While many marketing managers are sighing whether customers have brand loyalty, a new phenomenon has caught businessmen and academics'attention——brand community. It has gathered a large number of loyal customers, as a brand management model, brand community has been confirmed its availability by the history of countless business success. With the emerge of virtual community, traditional brand community has gradually developed into virtual brand community. With the spread of Internet environment, virtual brand community effectively lowers the threshold for customers to join in, which enables the number of community members to achieve greater expansion. The existed customers of a particular brand can freely entry and exit virtual brand community anonymously or with a real name at any time and any place without time and geographical constraints. With the rise of the Internet economy, many virtual brand communities have formed and quickly developed catering for brand lovers. In network economy, virtual brand community can bring new opportunities as a new marketing tool.
In this paper, using theoretical and empirical research methods,firstly it developed a comprehensive conceptual model and investigated how virtual brand community affected brand loyalty based on the literature research,which could be specificly described as the interactive space(including variables information interaction and human interaction), value space (including variables extrinsic value, psychological value and social value)and identity space(including variables brand identification and group identification) of virtual brand community affected the brand loyalty throuth the mediator variable sense of the community(including variables community satisfaction, community belonging and community commitment),and the moderating roles of degree of the community members'participation was verified.Secondly, after the development of the conceptual model, it designed the research scale based on previous research, the scale had been revised after a small sample survey.Thirdly, this paper made a pretreatment of sample data and tests the construction validity and reliability of questionnaire, and it made correlation analysis and multi-co-linearity and common method variance test to variables, which further validated the quality of questionnaire's design and data.On this basis, this paper mainly used the LISREL statistical software to make structural equation analysis on proof of corresponding assumptions and virtual brand community influence on brand loyalty model. At last, it put forward countermeasures for the operators of the virtual brand community include forging the brand personality, enhancing the the level of participation of the community members and shaping the community culture.
Through this analysis, the main conclusions are:
(1)Virtual brand community is subdivided into three dimensions: interactive space, value space and identity space, and the sense of community is subdivided into three variables:community satisfaction, community belonging and community commitment.
Through other scholars'past study of virtual brand community, this study subdivides virtual brand community into three dimensions by theoretical analysis——interactive space, value space and identity space. Interactive space is constituted by Information interaction and human interaction, value space is constituted by extrinsic value, psychological value and social value, identity space is constituted by brand identification and group identification. In addition, this study subdivides community awareness of virtual brand community into three dimensions by theoretical analysis, exploratory factor analysis and confirmatory factor analysis——community satisfaction, community belonging and community commitment.
(2)Each dimension of virtual brand community has a direct effect of different levels on brand loyalty
Through empirical analysis, we find that each dimension of virtual brand community has a direct effect of different levels on brand loyalty. Among them, the human interaction of interactive space has a direct effect on brand loyalty; the extrinsic value, psychological value and social value of value space all have direct effects on brand loyalty; and the brand identity and group identity of identity space both have direct effects on brand loyalty. Only the information interaction of interactive space has no direct effect on brand loyalty.
(3)The sense of community awareness has different degree mediator effect between virtual brand community and brand loyalty
Three variables of the sense of community——community satisfaction, community belonging and community commitment all has different degree mediator effect between virtual brand community and brand loyalty. Among them, community satisfaction has a full mediator effect between extrinsic value and brand loyalty; it has a partly mediator effect between human interaction and brand loyalty, between social value and brand loyalty, and between group identity and brand loyalty; it has no mediator effect between information interaction and brand loyalty, between psychological value and brand loyalty, and between brand identity and brand loyalty. Community belonging has a full mediator effect between psychological value and brand loyalty; it has a partly mediator effect between human interaction and brand loyalty, between social value and brand loyalty, and between group identity and brand loyalty; it has no mediator effect between information interaction and brand loyalty, and between extrinsic value and brand loyalty. Community commitment has a full mediator effect between extrinsic value and brand loyalty, and between psychological value and brand loyalty; it has a partly mediator effect between human interaction and brand loyalty, between social value and brand loyalty, and between group identity and brand loyalty; it has no mediator effect between information interaction and brand loyalty, and between brand identity and brand loyalty.
(4)The participation of community members has different levels of moderating e effect on virtual brand community and brand loyalty
Through empirical analysis, we find that the participation of community members has different levels of moderating effect on virtual brand community and brand loyalty. Among them, the participation of community members has moderating effect between human interaction and brand loyalty, between extrinsic value and brand loyalty, between psychological value and brand loyalty, between social value and brand loyalty, and between group identity and brand loyalty; it has no moderating effect between information interaction and brand loyalty, and between brand identity and brand loyalty.
(5)Each dimension of virtual brand community has a joint effect on brand loyalty
In empirical analysis of this paper, When we are separately considering the direct influence which virtual brand community has exerted on brand loyalty, we find that each dimension variable of virtual brand community, including information interaction, human interaction, extrinsic value, psychological value, social value, brand identity and group identity are all have a significant positive effect on brand loyalty. While we are integrated considering the comprehensive influence which virtual brand community has exerted on brand loyalty, we find that the effect from information interaction is disappeared, but human interaction, extrinsic value, psychological value, social value, brand identity and group identity are also have a significant positive effect, however, this effect is decreasing. All these show that each dimension of virtual brand community has a joint effect on brand loyalty, we have to consider the overall influence which each dimension has exerted on brand loyalty.
引文
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