摘要
在社会化媒体品牌社区中,关系强度和群体认同可以提升消费者忠诚,这就需要对关系强度和群体认同的前置因素进行理论探讨和实证检验。以974位社会化媒体品牌社区消费者为样本,实施了社会化媒体问卷调研和结构方程模型分析。分析结果显示:消费者的独立型自我建构会通过内部动机提高其关系强度和群体认同,而相依型自我建构则不会通过外部动机来提高其关系强度和群体认同;心理健康在独立型自我建构对内部动机的积极影响中起到强化作用,但在相依型自我建构对外部动机的积极影响中起到弱化作用。因此,营销经理须深入洞察消费者行为,识别出独立型和相依型自我建构两个细分市场,提高独立型自我建构消费者的心理健康程度,以有效地实施顾客关系管理战略。
In social media brand communities, tie strength and group identity can raise consumer loyalty. Therefore, it is necessary to investigate the antecedents of tie strength and group identity in social media brand communities. Based upon the sample of 974 social media brand community consumers, a social media survey was conducted, and the data was analyzed with the help of Structural Equation Modeling. The results demonstrated that independent self-construction consumers will enhance their tie strength and group identity though intrinsic motivation while the interdependent self-construction will not enhance their tie strength and group identity through extrinsic motivation; and psychological well-being reinforces the positive impact of independent self-construction on intrinsic motivation but weakens the positive impact of interdependent self- construction on extrinsic motivation. Thus, the marketing managers should deeply understand consumer behaviors, identify the independent and interdependent self-construction markets, raise the independent consumers＂ psychological well-being, and carry out the customer relationship management strategies effectively.
出处
《企业经济》
CSSCI
北大核心
2018年第7期26-35,共10页
Enterprise Economy
基金
教育部人文社会科学研究规划基金项目"社会化媒体中品牌社区的消费者行为前置因素及其对品牌权益的影响"(项目编号:13YJA630038)
浙江省自然科学基金一般项目"社会化媒体中的顾客参与
价值共创与企业绩效--心理契约和感知匹配的调节作用"(项目编号:LY16G020015)
关键词
社会化媒体品牌社区
自我建构
心理健康
动机
关系强度
群体认同
social media brand communities
self-construction
psychological well-being
motivation
tie strength
group identity
