进入移动互联网时代，微信、微博等社交工具逐渐具备商业用途，由此发展 而来的在线品牌社群成为了企业经常使用的营销工具，被广泛运用于品牌与消费 者之间的双向互动。但伴随着公众对于在线品牌社群的负面舆论发酵（如微商、 假货等），消费者对在线品牌社群存在者一定的“疑虑”。本论文探究了两类在 线品牌社群（营销人员创建在线品牌社群和消费者创建者在线品牌社群）与消费 者两类自我建构（独立型自我建构和依存型自我建构）的匹配效应，结合说服知 识理论将说服应对（寻求性应对和防御性应对）作为中介变量，检测匹配效应和 和和中介效应对消费者品牌态度的的影响。 本论文通过3个2*2的组间设计实验分别验证了在线品牌社群类型（MOC 和COC）与自我建构（独立型和依存型）的交互作用以及说服应对（寻求性应对 和防御性应对）的中介作用，主要结论如下： 1.在营销人员创建在线品牌社群（MOC）中，特质性独立型自我建构的消 费者对品牌的态度更加积极；在消费者创建在线品牌社群（COC）中，特质性依 存型自我建构的消费者对品牌的态度更加积极。 2.消费者的自我建构可以被操控。在营销人员创建在线品牌社群（MOC） 中，当消费者的自我建构水平被操控为独立型时，消费者表现出的品牌态度更加 积极。在消费者创建在线品牌社群（COC）中，当消费者的自我建构水平被操控 为独立型时，消费者表现出的品牌态度更加积极。 3.在营销人员创建在线品牌社群中，说服应对产生显著的部分中介作用，具 体表现为：在营销人员创建在线品牌社群中，独立型自我建构的消费者会更倾向 于采用寻求性应对策略，进而会产生更积极的品牌态度。而依存型自我建构的消 费者相反，在营销人员创建在线品牌社群中依存型自我建构的消费者会更倾向于 采用防御性应对策略，进而会产生更加消极的品牌态度。但是这种中介作用在消 费者创建在线品牌社群中并不存在。原因可能存在两个：第一是实验结果可能受 社会赞许效应的影响，第二是消费者创建在线品牌社群具备较强的社交属性，会 在一定程度上“隐藏”说服者的说服动机，导致被试的说服知识启动不充分。 关键词：在线品牌社群类型；自我建构；品牌社群 Ⅱ Abstract In the era of the mobile Internet, online brand communities are a common marketing tool for companies and an effective way to establish brand-to- consumer connections. However, with the negative public opinion fermentation of the online brand community (such as WeChat, fakes, etc.), consumers have certain "doubts" about the existence of online brand communities. This thesis looks at two types of online brand communities—marketers create online brand communities (MOC), consumer creators online brand communities (COC), and consumers—two types of self-construction—independent self-construction and dependence The self-constructed matching effect, combined with persuasion knowledge theory, uses persuasion coping (seeking coping and defensive coping) as an intermediary variable to detect the impact of consumers on brand attitudes. This paper validates the interaction between online brand community types (MOC and COC) and self-construction (independent and dependent) and persuasive responses (seeking and defensive responses) through three 2 * 2 inter-group design experiments. The main conclusions are as follows: 1. In marketers creating online brand communities (MOCs), trait- independent self-constructed consumption Consumers have a more positive attitude towards brands; in consumers creating online brand communities (COCs), trait-dependent self-constructed consumers have a more positive attitude towards brands. 2. Consumer self-construction can be manipulated. Creating an Online Brand Community (MOC) in Marketers Among consumers, consumers who are manipulated as independent self- constructed attitudes towards brands are more positive; in consumers creating online brand communities (COC), consumers who are manipulated as dependent self-constructed attitudes toward brands are more positive. 3. In the creation of online brand communities by marketers, persuading coping has produced a significant part of the mediating effect, specifically as follows: In the creation of online brand communities by marketers, independent Ⅲ self-constructed consumers are more likely to adopt seeking responses. Strategy, which in turn leads to a more positive brand attitude. Dependent self- constructed consumers will be more inclined to adopt defensive coping strategies, which will lead to a more negative brand attitude. But in consumers creating online brand communities, the mediating role of persuading responses does not exist. Keywords: Types of online brand communities; Self-building; Brand communities; Persuading knowledge theory 目 录 第1章 绪论........................................................ 1 1.1 研究背景.......................................................................................................... 1 1.2 研究意义.......................................................................................................... 2 1.2.1 理论意义................................................................................................... 2 1.2.2 实践意义................................................................................................... 3 1.3 研究框架.......................................................................................................... 3 1.4 研究方法与技术路线...................................................................................... 4 1.4.1 研究方法................................................................................................... 4 1.4.2 技术路线................................................................................................... 5 第2章 文献综述.................................................... 6 2.1 说服知识理论文献综述 ................................................................................... 6 2.1.1 说服知识对消费者行为的影响 ................................................................ 7 2.1.2 说服应对（Persuasion Coping） .............................................................. 8 2.2 在线品牌社群文献综述 ................................................................................... 9 2.2.1 在线品牌社群的发展 ................................................................................ 9 2.2.3 在线品牌社群的类型 .............................................................................. 10 2.2.3 两类在线品牌社群的价值诉求 .............................................................. 10 2.3 自我建构理论文献综述 ................................................................................. 11 2.3.1 自我建构的含义和测量 .......................................................................... 11 2.3.2 自我建构与消费者行为 ............................................................................ 11 2.4 研究评述 ......................................................................................................... 12 第3章 模型构建与研究假设......................................... 14 3.1 在线品牌社群类型与自我建构的匹配关系 ................................................. 14 3.2 说服应对的中介作用 ..................................................................................... 15 3.3 研究模型 ......................................................................................................... 16 第4章 研究设计................................................... 18 4.1 实验概览 ......................................................................................................... 18 4.2 实验设计 ......................................................................................................... 19 4.2.1 实验1：特质性自我建构与在线品牌社群类型的交互作用 ............... 19 4.2.2 实验2：情境性自我建构与在线品牌社群类型的交互作用 ............... 22 4.2.3 实验3：说服应对的中介作用 ............................................................... 23 4.3 实验前测 ......................................................................................................... 26 第5章 数据分析和假设检验......................................... 27 5.1 实验1实验数据处理 ....................................................................................... 27 5.1.1 信度分析 .................................................................................................. 27 5.1.2 效度分析 ..........................