Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/137732
|
| Title: | 私域流量虛擬品牌社群價值共創行為研究—以企業運營的視角
Research on Value Co-creation Behavior in Private Traffic Virtual Brand Community—Taking the Perspective of Business Operations |
| Authors: | 蔣澤楷
JIANG, ZEKAI |
| Contributors: | 張愛華
Chang, AiHwa
蔣澤楷
JIANG, ZEKAI |
| Keywords: | 私域流量
虛擬品牌社群
企業運營
價值共創行為
品牌信任
Private Traffic
Business Operations
Virtual Brand Community
Value Co-Creation Behavior
Brand Trust |
| Date: | 2021 |
| Issue Date: | 2021-11-01 12:20:09 (UTC+8) |
| Abstract: | 中國大陸移動互聯網用戶達到高峰，各行業之間的流量爭奪戰也愈發激烈。 在這種背景下，「私域流量」的概念逐漸被許多企業熟知，並建立相關私域流量 虛擬品牌社群。此外，隨著消費者與企業之間的角色從被動到主動的轉變，企業 與消費者共同創造價值也已成為企業獲取競爭優勢的來源。
目前的文獻大多以具體案例探討企業應該如何運營管理私域流量虛擬品牌 社群，尚未有學者從企業運營的視角，系統性的研究私域流量對虛擬品牌社群價 值共創行為的動機和後續影響進行研究。
本研究將私域流量虛擬品牌社群價值共創行為分為企業-消費者之間的價值 共創行為和消費者-消費者之間的價值共創行為。根據 590 份網路問卷發現，消 費者參與私域流量虛擬品牌社群的動機中，信息動機、社交動機和娛樂動機正向 影響企業-消費者之間的價值共創行為，信息動機、社交動機正向影響消費者-消 費者之間的價值共創行為。私域流量虛擬品牌社群運營正向影響消費者的品牌信 任，品牌信任在私域流量虛擬品牌社群運營和社群價值共創行為之間的關係發揮 著中介作用。此外，私域流量虛擬品牌社群價值共創行為正向影響品牌認同，品 牌認同正向影響品牌承諾。本研究對私域流量虛擬品牌社群價值共創行為進行了 探索性研究，豐富了私域流量虛擬品牌社群價值共創行為的理論成果。
As the number of mobile users reaches new peaks in mainland China, the competition of user traffic becomes fierce among various companies. In this context, the concept called “Private Traffic” has gradually become familiar to many companies. In addition, value co-creation behavior has become a source of enterprises competitive advantage. The extant studies mostly use typical cases to show how companies should operate and manage the private traffic building in virtual brand communities, yet few studies systematically examine the motivation and value co-creation behavior of consumers in virtual brand communities from the perspective of business operations.
This paper divides virtual brand community value co-creation behaviors into enterprise-consumer value co-creation behaviors and consumer-consumer value co- creation behaviors. A survey based empirical study with 590 respondents was conducted, and the study finds that the informational motivation, social motivation, and recreational motivation positively affect enterprise-consumer value co-creation behaviors, and informational motivation and social motivation positively affect consumer-consumer value co-creation behaviors. Private traffic virtual brand community practices have significant effects on customers’ brand trust. Meanwhile, brand trust has a mediating effect on the relationship between business practices on brand community management and consumers’ value co-creation behaviors. In addition, value co-creation behaviors have significant effects on brand identification, and brand identification has direct effect on brand commitment. This research presents an exploratory study on the value co-creation behaviors of the private traffic virtual brand community and contributes to the theoretical knowledge of private traffic virtual brand community value co-creation behaviors. |
| Reference: | 參考文獻
中文部分：
蔡珮, & 陳世敏. (1994). 電子佈告欄使用行為與社會臨場感研究, 以台大計中 BBS 站為例 (Doctoral dissertation).
柴成.(2020).虛擬品牌社群互動、品牌涉入度與消費者購買意願關係分析. 商業經濟研究,(12),74-77.
陳玉.(2018).虛擬品牌社區價值共創對消費者購買意願的影響研究(碩士學位論文,湖北大學).
丁俊杰. (2020). 公私流量的照妖鏡. 中國廣告.
范志國, & 柴海靜. (2016). 虛擬品牌社群認同對品牌忠誠影響的實證分析——基於價值共創的中介效應. 商業經濟研究, (20), 22-24.
馮美連.(2020).私域流量的搭建與運營探析——以李佳琦電商直播為例. 新聞知識,(05),80-86.
高為.(2017).傳統出版O2O場景營銷模式研究(碩士學位論文,武漢理工大學).
郭彥, & 孫明貴.(2016).老字號品牌價值共創機理及對策研究——基於服務主導邏輯視角. 統計與信息論壇,(09),89-100.
韓武成, & 魯若愚. (2020). 娛樂虛擬品牌社區成員互動, 認同和推薦的影響研究. 電子科技大學學報社科版, 22(6), 46-54.
胡銀花, & 孔凡斌.(2018).消費者參與虛擬品牌社區價值共創動機的實證研究. 湖北社會科學,(05),73-80.
胡銀花. (2016). 虛擬品牌社區消費者參與行為的動機, 影響因素及其作用機制研究 (Doctoral dissertation, 江西財經大學博士學位論文).
黃菲雨.(2021).心理契約違背對品牌轉換行為的影響研究——品牌信任的中介作用. 襄陽職業技術學院學報,(02),108-111+132.
黃敏學, & 廖俊雲. (2015). 社區體驗能提升消費者的品牌忠誠嗎: 不同體驗成分的作用與影響機制研究. 南開管理評論, 18(3), 151-160.
康彧.(2020).私域流量:概念辨析、運營模式與運營策略. 現代商業,(23),10-12.
李朝輝.(2013).基於顧客參與視角的虛擬品牌社區價值共創研究(博士學位論文,北京郵電大學).
李雷,簡兆權, & 張魯艷.(2013).服務主導邏輯產生原因、核心觀點探析與未來研究展望. 外國經濟與管理,(04),2-12.
劉新, & 楊偉文. (2011). 消費者參與虛擬品牌社群前定因素研究. 軟科學, 25(3), 135-139.
呂加斌.(2021).汽車營銷3.0時代，能一對一觸達用戶的才是真私域. 現代廣告(06),22-23.
呂嘉禾.(2021).粉絲經濟視閾下私域流量運營邏輯探析——以「一條」為例. 新媒體研究(11),61-63+68.
呂雪梅. 私域流量池，為什麼要盡早開始做? http://www.sohu.com/ a/305945367_114819.
彭冬林. (2020). 你對「私域流量」到底有多少誤會?. 中國眼鏡科技雜誌.
錢軼冉. (2008). 基於產品體驗的模擬設計法探究. 藝術與設計（理論）,(9), 144-145.
唐小慧. (2016). 基於 4Ps 的出版社群營銷策略分析. 現代營銷: 學苑版, (9), 61-62.
萬晴晴. (2015). 企業虛擬品牌社區中顧客自發參與價值共創活動的機理研究 (Master`s thesis, 北京郵電大學).
王婷婷, & 劉惠瑾.(2020).價值共創視角下虛擬品牌社群互動與重復購買行為——品牌認同的調節作用. 商業經濟研究,(23),80-83.
王一佼.(2021).出版業私域流量運營初探——以「華理日語」新媒體矩陣為例. 現代出版,(02),85-88.
衛海英, & 楊國亮.(2011).企業-顧客互動對品牌信任的影響分析——基於危機預防的視角. 財貿經濟,(04),79-84.
魏萍, & 李橋興.(2021).虛擬品牌社區中顧客間互動對品牌承諾的影響研究. 貴州大學學報(社會科學版),(02),52-61+121.
文求實.(2021).基於私域流量的品牌目標消費者運營探討. 商業經濟,(03),98-99+103.
吳思,凌詠紅, & 王璐.(2011).虛擬品牌社區中互動、信任和參與意願之間關係研究. 情報雜誌,(10),100-105.
辛衝,郭鑫, & 周宇姼.(2016).社交網站中網絡口碑對消費者團購意願的影響——考慮品牌信任的中介作用. 技術經濟,(10),102-109.
易觀數據，中國新零售專題分析，上網日期2017年11月14日，檢自：https://www.analysys.cn/article/detail/1001024
余文偉,朱虹,胡小麗, & 肖春曲.(2020).虛擬品牌社區中的品牌價值共創研究述評與展望. 軟科學,(07),55-59.
詹思汗,陳麗清, & 張詩臻.(2013).消費者心流體驗對購買意願的影響——基於品牌信任的中介效應. 經營與管理,(11),97-101.
張初兵, & 侯如靖.(2013).自我概念一致性對網商品牌忠誠影響的實證研究——品牌認同及承諾的中介作用. 軟科學,(04),136-140.
(2020).第46次《中國互聯網絡發展狀況統計報告》發佈. 中國廣播,(11),54.
朱丹.(2019).教育類出版社基於私域流量的新媒體書院搭建及運營——以華東理工大學出版社為例. 科技與出版,(11),27-31.
朱麗葉, 袁登華, & 郝佳. (2018). 虛擬品牌社區顧客參與品牌共創對品牌承諾的影響研究. 管理學報, 15(2), 262-271.
英文部分：
Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of marketing, 69(3), 19-34.
Arjun Chaudhuri,Morris B. Holbrook. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93.
Bagozzi, R. P., & Dholakia, U. M. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of research in Marketing, 23(1), 45-61.
Ballantyne, D. (2004). Dialogue and its role in the development of relationship specific knowledge. Journal of Business & Industrial Marketing.
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173.
Becerra, E. P., & Korgaonkar, P. K. (2011). Effects of trust beliefs on consumers` online intentions. European Journal of marketing.
Black, I., & Veloutsou, C. (2017). Working consumers: Co-creation of brand identity, consumer identity and brand community identity. Journal of business research, 70, 416-429.
Carlson, B. D., Suter, T. A., & Brown, T. J. (2008). Social versus psychological brand community: The role of psychological sense of brand community. Journal of business research, 61(4), 284-291.
Chan, K. W., Yim, C. K., & Lam, S. S. (2010). Is customer participation in value creation a double-edged sword? Evidence from professional financial services across cultures. Journal of marketing, 74(3), 48-64.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93.
Chaudhuri, A., & Holbrook, M. B. (2002). Product-class effects on brand commitment and brand outcomes: The role of brand trust and brand affect. Journal of Brand Management, 10(1), 33-58.
Delgado-Ballester, E., Munuera-Aleman, J. L., & Yague-Guillen, M. J. (2003). Development and validation of a brand trust scale. International journal of market research, 45(1), 35-54.
Dholakia, U. M., Bagozzi, R. P., & Pearo, L. K. (2004). A social influence model of consumer participation in network-and small-group-based virtual communities. International journal of research in marketing, 21(3), 241-263.
Enrique P. Becerra,Vishag Badrinarayanan. (2013). The influence of brand trust and brand identification on brand evangelism Journal of Product & Brand Management.
Elliott, R., & Yannopoulou, N. (2007). “The nature of trust in brands: a psychosocial model”, European Journal of Marketing, Vol. 41 Nos 9/10, pp. 988-998.
Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(4), 343- 373.
Grissemann, U. S., & Stokburger-Sauer, N. E. (2012). Customer co-creation of travel services: The role of company support and customer satisfaction with the co-creation performance. Tourism management, 33(6), 1483-1492.
Gurviez, P., & Korchia, M. (2003, May). Proposal for a multidimensional brand trust scale. In 32nd Emac-Conference-Glasgow, Marketing: Responsible and Relevant (pp. 438-452).
Hajli, N., Shanmugam, M., Papagiannidis, S., Zahay, D., & Richard, M. O. (2017). Branding co-creation with members of online brand communities. Journal of Business Research, 70, 136-144.
Hatch, M. J., & Schultz, M. (2010). Toward a theory of brand co-creation with implications for brand governance. Journal of Brand management, 17(8), 590-604.
Hess, J., & Story, J. (2005). Trust-based commitment: Multidimensional consumer-brand relationships. Journal of Consumer Marketing, 22(6)
Hu, Y. (2016). Exploration and Verification of Consumer Motives During Interactive Participation in Virtual Brand Community. International Journal of Simulation--Systems, Science & Technology, 17(7).
Hughes, D. E., & Ahearne, M. (2010). Energizing the reseller`s sales force: The power of brand identification. Journal of Marketing, 74(4), 81-96.
Humphreys, P., Samson, A., Roser, T., & Cruz-Valdivieso, E. (2009). Co creation: New pathways to value. London: LSE Enterprise.
Jevons, C., & Gabbott, M. (2000). Trust, brand equity and brand reality in internet business relationships: an interdisciplinary approach. Journal of Marketing Management, 16(6), 619-634.
Kozinets, R. V. (2002). The field behind the screen: Using netnography for marketing research in online communities. Journal of marketing research, 39(1), 61-72.
Kuenzel, S., & Halliday, S. V. (2008). Investigating antecedents and consequences of brand identification. Journal of Product & Brand Management.
Lai, T. J., & Chen, C. Y. (2008). Virtual community and customer participations in user centric internet service ventures. In PICMET`08-2008 Portland International Conference on Management of Engineering & Technology (pp. 1020-1027). IEEE.
Lam, S. K., Ahearne, M., Hu, Y., & Schillewaert, N. (2010). Resistance to brand switching when a radically new brand is introduced: A social identity theory perspective. Journal of marketing, 74(6), 128-146.
Lastovicka, J. L., & Gardner, D. M. (1979). Components of Involvement in Attitude Research Plays for High Stakes‛, Eds. JC Maloney and B. Silverman, Chicago: American Marketing.
Lau, G. T., & Lee, S. H. (1999). Consumers` trust in a brand and the link to brand loyalty. Journal of Market-Focused Management, 4(4), 341-370.
Lemon, K. N., Rust, R. T., & Zeithaml, V. A. (2001). What drives customer equity?. Marketing management, 10(1), 20-25.
Luo, N., Zhang, M., & Liu, W. (2015). The effects of value co-creation practices on building harmonious brand community and achieving brand loyalty on social media in China. Computers in Human Behavior, 48, 492-499.
Lusch, R. F., & Vargo, S. L. (2014). Service-dominant logic as a foundation for a general theory. In The service-dominant logic of marketing (pp. 424-438). Routledge.
McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building brand community. Journal of marketing, 66(1), 38-54.
Muniz, A. M., & O`guinn, T. C. (2001). Brand community. Journal of consumer research, 27(4), 412-432.
Paharia, N., Keinan, A., Avery, J., & Schor, J. B. (2011). The underdog effect: The marketing of disadvantage and determination through brand biography. Journal of Consumer Research, 37(5), 775-790.
Park, C. W., MacInnis, D. J., & Priester, J. (2006). Beyond attitudes: Attachment and consumer behavior. Seoul Journal of Business, 12.
Prahalad, C. K., & Ramaswamy, V. (2000). Co-opting customer competence. Harvard business review, 78(1), 79-90.
Prahalad, C. K., & Ramaswamy, V. (2004). Co‐creating unique value with customers. Strategy & leadership.
Pritchard, M. P., Havitz, M. E., & Howard, D. R. (1999). Analyzing the commitment-loyalty link in service contexts. Journal of the Academy of Marketing Science, 27(3)
Rheingold, H. (2000). The Virtual Community, revised edition: Homesteading on the Electronic Frontier. MIT press.
Schau, H. J., Muñiz Jr, A. M., & Arnould, E. J. (2009). How brand community practices create value. Journal of marketing, 73(5), 30-51.
See-To, E. W., & Ho, K. K. (2014). Value co-creation and purchase intention in social network sites: The role of electronic Word-of-Mouth and trust–a theoretical analysis. Computers in Human Behavior, 31, 182–189
Traylor, M. B. (1981). Product involvement and brand commitment. Journal of Advertising Research.
Thompson, S. A., & Sinha, R. K. (2008). Brand communities and new product adoption: The influence and limits of oppositional loyalty. Journal of Marketing, 72(6), 65–80.
Reichheld, F. F. (2003). The one number you need to grow. Harvard business review, 81(12), 46-55.
Robin A, C., Linda L, P., & Lawrence, F. (2003). Rethinking the Origins of Involvement and Brand Commitment: Insights from Postsocialist Central Europe. Journal of Consumer Research, 30(2), p.151- 169.
Underwood, R., Bond, E. and Baer, R. (2001), “Building service brands via social identity: lessons from the sports marketplace”, Journal of Marketing Theory and Practice, Vol. 9 No. 1, pp. 1-12.
Wang, G. (2002). Attitudinal correlates of brand commitment: an empirical study. Journal of Relationship Marketing, 1(2), 57-75.
Wang, Y., & Fesenmaier, D. R. (2004). Towards understanding members’ general participation in and active contribution to an online travel community. Tourism management, 25(6), 709-722.
Warrington, P., & Shim, S. (2000). An empirical investigation of the relationship between product involvement and brand commitment. Psychology & Marketing, 17(9), 761-782.
Zaglia, Melanie E. (2013). Brand communities embedded in social networks. Journal of Business Research, 66(2), 216–223.
Zhou, Z., Zhang, Q., Su, C., & Zhou, N. (2012). How do brand communities generate brand relationships? Intermediate mechanisms. Journal of Business research, 65(7), 890-895.
Zwass, V. (2010). Co-creation: Toward a taxonomy and an integrated research perspective. International journal of electronic commerce, 15(1), 11-48. |
| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
108363112 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0108363112 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202101621 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
|
Files in This Item:
| File |
Description |
Size | Format | |
|---|
| 311201.pdf | | 3727Kb | Adobe PDF2 | 11 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
