因此，本文以国内外已有相关研究成果为基础，综合运用扎根理论法、网
络志法、结构方程模型和模糊集定性比较分析法，聚焦于在线品牌社区顾客契
合，进行以下三个方面的研究：
首先，探讨了在线品牌社区顾客契合形成机理。该部分研究选取化妆品、
电影、笔记本电脑和服装四种产品作为研究对象，通过焦点小组法和深度访谈
法收集原始访谈数据，并采用扎根理论方法的开放式编码、主轴编码和选择式
译码三级编码程序对原始材料进行编码分析。结果表明顾客层面、产品层面、
商家层面和环境层面的 17 项因素能够在线品牌社区顾客契合的形成中发挥重
要作用，进而构建了在线品牌社区顾客契合形成机理模型
其次，探讨了在线品牌社区不同效价顾客契合过程。该部分研究选取小米
在线社区作为研究对象，采用网络志方法分析了在线品牌社区正面和负面顾客
契合过程的阶段划分，厘清了不同效价顾客契合过程的差异。结果表明在线品
牌社区正面顾客契合可以划分为学习、分享、拥护、社交、共同研发和社会增
强六个阶段，而负面顾客契合可以从长期和短期两个角度进行分析，其中，短
期来看，负面顾客契合可以划分为发泄、建设性讨论、威胁性退出、协商、报
复（或妥协、或回避）五个子过程，从长期来看，负面顾客契合的或者转向正
面的顾客契合，或者回避。在上述结果基础上，构建了在线品牌社区不同效价
顾客契合过程理论模型图
最后，探讨了在线品牌社区顾客契合对顾客购买意愿的影响。顾客购买意
愿根据深度/广度细分标准划分为重复购买意愿和交叉购买意愿两个维度。在此
基础上，该部分研究分析了在线品牌社区顾客契合对重复购买意愿和交叉购买摘要
- II -
意愿的影响机制，以及调节定向特质的调节作用，提出相关假设，并构建了在
线品牌社区顾客契合对顾客购买意愿影响的理论模型。在实证分析阶段，首先
采用结构方程模型对理论模型进行验证，结果表明在线品牌社区顾客契合能够
正向影响顾客的品牌认同和社区认同，而品牌认同、企业认同和社区认同均可
以正向影响顾客的重复购买意愿和交叉购买意愿，同时，调节定向特质在在线
品牌社区顾客契合和社区认同的关系中起到调节作用。此外，该部分研究进一
步运用模糊集定性比较分析法分别探讨了在线品牌社区顾客契合、品牌认同、
企业认同、社区认同和调节定向特质的构型组合对顾客交叉购买意愿和重复购
买意愿的影响，识别出能够导致相同结果的等价因素间构型组合。结构方程模
型有效辨别了不同因素对结果影响程度的高低，而模糊集定性比较分析法则厘
清了不同因素间的构型组合对结果的影响，两种方法分别从不同视角出发探讨
了因素与结果之间的关系，研究结果更加丰富
基于上述分析，本文系统探讨了在线品牌社区顾客契合的形成、过程和结
果，研究结果在丰富顾客契合相关理论成果的同时，为企业在中国情境下的营
销实践提供有价值的参考
关键词：在线品牌社区；顾客契合；扎根理论；网络志；模糊集定性比较分析Abstract
- III -
Abstract
Traditional marketing theory regards customer as marketees of enterprise
product (service), and more attention is paid to how to enhance enterprise profits
created by customer purchase behaviors through understanding consumer
characteristics and preferences. Service dominant logic makes enterprises
re-examine consumers’s roles in in the process of value creation. Combined with the
development of information technology and appearance of various new media,
customer non-purchase behaviors, such as online and offline word-of-mouth,
participating in product development, making comments on product experiences,
and so on, are getting more and more attention from scholars and enterprise
managers, and the concept of customer engagement was brought up. Since then,
researchers conducted substantial studies on the antecedents and outcomes of
customer engagement, with insightful and deep research results continuously
emerging. However, the research on custome engagement in social media is pretty
little, whereas online brand communities, forums and other network communication
platforms are convenient and universal methods for customer engagement, and the
laws of customer engagement in those platforms deserve more attention.
Therefore, this paper focuses on customer engagement in online brand
community by comprehensive using of grounded theory approach, netnography,
structural equation model, and fuzzy-set qualitative comparative analysis, on the
basis of the relevant research results at home and abroad. Specifically, this study
includes the following three aspects.
Firstly, this paper studies the formation mechanism of customer engagement in
online brand community. This paper selected cosmetics, movies, laptops and
clothing as research targets, collected original materials using focus group and depth
interview, and employed grounded theory approach to analyze the materials. After
three coding steps of grounded theory approach, namely open coding, axial coding
and selective coding, the results show that 17 factors on customer level, product
level, company level and environment level play significant roles in the formation
process of customer engagement in online brand community. Based on these results,
this paper constructed formation mechanism model of customer engagement in
online brand community.
Secondly, this paper studies the process of positive and negative customer
engagement in online brand community. This paper targeted Xiaomi online
community, and employed netnography method to study the process phases of
positive and negative customer engagement in online brand community, and provideAbstract
- IV -
a clear perspective on the difference of positive and negative customer engagement
process in online brand community. The results show that positive customer
engagement could be divided into learning, sharing, advocating, socializing,
co-developing and social enhancing，whereas negative customer engagement should
be analyzed separately from long term and short term. In the short run, negative
customer engagement could be divided into venting, constructive discuss,
threatening to withdraw, negotiation, revenge (compromise or disengagement ). In
the long run, negative customer engagement could either transform into positive
customer engagement or exit. Based on these results, this paper constructed
theoretical model of positive and negative customer engagement process in online
brand community.
Finally, this paper studies the influence of customer engagement on customer
purchase intention in online brand community. Customer purchase intention could
be divided into repurchase intention and cross-buying intention based on depth /
breadth. On this basis, this paper analyzed the influence mechanism of customer
engagement in online brand community on customer repurchase intention and
cross-buying intention, the regulating effect of regulatory focus, proposed relevant
hypothesis, and construct theoretical model of the influence of customer
engagement in online brand community on customer purchase intention. In the
empirical analysis phase, firstly structural equation model was employed to verify
the theoretical model, and the results show that customer engagement in online
brand community positively affects brand identification and community
identification. Brand identification, company identification and community
identification could positively affect customer repurchase intention and
cross-buying intention. Regulatory focus plays a regulating effect between customer
engagement in online brand community and community identification. Then, this
paper employed fuzzy-set qualitative compa
==>>