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MBA毕业论文_拟品牌社群环境下消费者购买行为影响因素研究PDF

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随着互联网技术的逐步完善和发展,以互联网为媒介的网络营销开始兴起,消费者和 企业的关系也从先前的链式关系慢慢走向网式关系,愈来愈多的企业意识到组织构建虚拟 品牌社群能够打破时间和空间的局限,在加强企业与消费者、消费者与消费者之间的联系, 更好地了解和满足消费者需求方面提供了得天独厚的交流平台。新技术背景下,如何利用 虚拟品牌社群提升营销业绩并实现稳健发展成为各个企业必须要重视与解决的问题。为 此,本文对虚拟品牌社群环境下消费者购买行为的影响因素进行了实证研究。 首先,本文从虚拟品牌社群、消费者购买行为等概念以及技术接受模型(TAM)、消 费者行为管理理论、虚拟品牌社群互动相关理论等切入,完成相关理论分析,从而为课题 的研究奠定坚实的理论基矗结合研究实际,主要参考TAM,构建出了信息互动、人际互 动、社群信任、感知有用性、感知易用性、消费者购买意愿与行为7个变量的理论模型并 提出了本文的研究假设。 其次,在借鉴已有成熟量表和小规模前测的基础上,形成正式问卷。通过线上和线下 相结合的方式收集到298份样本数据,运用SPSS20.0和AMOS22.0采用描述性分析、信度 分析、效度分析和结构方程模型分析方法验证理论模型。实证结果表明,消费者在虚拟品 牌社群中的信息互动与人际互动可以正向影响社群信任;消费者社群信任可以正向影响感 知有用性与感知易用性;社群信任与感知有用性对消费者的购买意愿有正向影响,而感知 易用性对消费者的购买意愿不具备显著的正向影响;消费者的购买意愿对消费者的购买行 为具有正向影响。 最后,基于实证分析结果,对理论模型进行了合理调整,并提出了相关营销建议,即 提升虚拟品牌社群的构建与管理、加强虚拟品牌社群的主题性互动以及强化虚拟品牌社群 的社群信任。 关键词:虚拟品牌社群,技术接受模型,消费者,购买行为,影响因素 II Researchontheinfluencingfactorsofconsumers' purchasingbehaviorunderthecircumstancesofvirtual brandcommunity Abstract WiththegradualimprovementanddevelopmentofInternettechnology,thecyber marketingwhichtakesnetworkasamediastartstorise.Therelationshipbetweenconsumersand enterpriseshasbecomeanet-likeratherthanachain-like.Moreandmoreenterpriseshave realizedthatbuildinganvirtualbrandcommunitycanbreakthelimitationsoftimeandspace, andcanprovideanadvantagedcommunicationplatformintheaspectofstrengtheningthe relationsbetweenenterprisesandconsumers,andconsumersthemselvestounderstandthe requirementofconsumers.Underthebackgroundofnewtechnology,ithasbeenaproblemfor variousenterprisestomakeuseofvirtualbrandcommunitytopromotemarketingperformance andtoreachastabledevelopment.Itmustbeattachedgreatimportanceto,andtosolve.Forthis purpose,thispaperhascarriedonanempiricalstudyofthefactors,whichinfluencethe purchasingbehaviorofconsumersunderthecircumstancesofvirtualbrandcommunity. Firstly,thepaperstartswiththepointcutsoftheconceptsofvirtualbrandcommunityand purchasingbehaviorsofconsumers,themanagementtheoriesofTechnologyAcceptanceModel (TAM)andconsumerbehaviors,aswellasthetheoriesrelatedtotheinteractionsofvirtual brandcommunity,tofinishanalysisofrelatedtheoriestobuildasoundtheoreticalbasisforthe study.AccordingtothefactofthestudyandtakingTAMasamainreference,atheoretical modelof7variablesasinformationinteraction,interpersonalinteraction,communitytrust, perceivedusefulness,perceivedeaseofuse,willingnesstobuyandpurchasingbehaviorsof consumershasbeenbuilt,andthehypothesisofthestudyhasbeenputforward. Secondly,aformalquestionnairehasbeenworkedoutonthebasisofmakingreferenceto thematurityscaleandsmall-scalepre-test.Havingcollected298sampledatabythecombination ofon-lineandoff-lineways,weemployedSPSS20.0andAMOS22.0,andadoptedthemethods ofdescriptiveanalysis,reliabilityanalysis,validityanalysisandstructuralequationmodel analysistoverifythetheoreticalmodel.Theresultofempiricalstudyshowsthattheinformation interactionandinterpersonalinteractionofconsumersofvirtualbrandcommunitycanputa positiveeffectoncommunitytrustwhichalsohasapositiveimpactontheperceivedusefulness aswellasperceivedeaseofuse;thecommunitytrustandtheperceivedusefulnessinfluencethe willingnesstobuypositively,whichhasapositiveimpactonthepurchasingbehaviorsof III consumers,whiletheperceivedeaseofusehasnoobviouseffectonthewillingnesstobuy. Lastbutnottheleast,toadjustthetheoreticalmodelinareasonablemannerbasedonthe resultoftheempiricalstudy,andtoofferaproposalofmarketing-relatedsuggestion,whichisto promotethestructureandmanagementofvirtualbrandcommunity,strengthenthethematic interactionofvirtualbrandcommunityandintensifythecommunitytrustofvirtualbrand communityaswell. Keywords:virtualbrandcommunity,TechnologyAcceptance Model(TAM),consumer,purchasingbehavior,influencingfactor IV 目录 中文摘要.....................................................................................................................................I Abstract...................................................................................................................................II 第1章绪论.............................................................................................................................1 1.1研究背景和意义.......................................................................................................1 1.1.1研究背景.......................................................................................................1 1.1.2研究意义.......................................................................................................2 1.2研究内容和研究方法...............................................................................................2 1.2.1主要研究内容...............................................................................................2 1.2.2主要研究方法...............................................................................................3 1.3研究思路与技术路线...............................................................................................3 1.3.1研究思路.......................................................................................................3 1.3.2技术路线.......................................................................................................3 1.4研究创新点...............................................................................................................4 第2章概念界定与理论基础................................................................................................5 2.1概念界定...................................................................................................................5 2.1.1虚拟品牌社群...............................................................................................5 2.1.2虚拟品牌社群互动.......................................................................................8 2.1.3社群信任.......................................................................................................9 2.1.4感知有用性.................................................................................................10 2.1.5感知易用性.................................................................................................10 2.1.6购买意愿.....................................................................................................11 2.1.7消费者购买行为.........................................................................................11 2.2理论基础.................................................................................................................12 2.2.1技术接受模型(TAM)...............................................................................12 2.2.2消费者行为管理理论.................................................................................13 2.2.3虚拟品牌社群与消费者购买行为关系的研究.........................................14 第3章理论模型与研究假设..............................................................................................16 3.1理论模型的构建.....................................................................................................16 3.2研究假设的提出.....................................................................................................16 3.2.1虚拟品牌社群信息互动、人际互动与社群信任的关系假设.................16 3.2.2虚拟品牌社群信任与感知有用性、感知易用性的关系假设.................17 3.2.3感知有用性、感知易用性与消费者购