品牌社群质量的测量维度、影响因素及作用机理研究

项目名称： 品牌社群质量的测量维度、影响因素及作用机理研究

项目编号： No.70802042

项目类型： 青年科学基金项目

立项/批准年度： 2009

项目学科： 轻工业、手工业

项目作者： 周志民

作者单位： 深圳大学

项目金额： 18万元

中文摘要： 作为企业培养消费者品牌忠诚的新途径，品牌社群已成为国内外品牌学术界的前沿课题。然而，品牌社群质量维度测量、影响因素和作用机理等理论问题尚未得到很好回答。通过文献研究和社群实际观察，我们选取了社群凝聚力、社群认同、社群承诺、社群参与等概念作为社群质量的不同维度，之后采用网络志、结构方程模型等定性、定量方法，分别对这些维度的形成和作用机理进行了实证研究。此外，我们还拓展研究思路，探讨了在线品牌社群中E-社会资本的形成机制、国家品牌社群视角的国货意识形成机制、在线品牌社群访客转变成会员的过程等。除了理论研究，我们还撰写了实务性文章，向企业界推广品牌社群的概念和理论。项目最终成果为21篇论文，获得了2次科研奖励，并指导了5篇硕士学位论文。论文当中，有5篇英文论文，1篇发表于SSCI检索期刊，8篇被CSSCI检索，4篇被CSCD检索，3篇发表于NSFC认定的重要期刊，3篇被人大资料中心全文转载，13篇为核心期刊论文。研究成果不仅丰富了品牌社群形成与作用机制的理论，而且对企业如何培育和管理品牌社群以提高品牌忠诚度的实践有指导意义。

中文关键词： 在线品牌社群；品牌社群质量；影响因素；形成机理；品牌忠诚

英文摘要： As a new strategy for companies to cultivate consumer brand loyalty, brand community has been the frontier topic in the brand research field. However, such theoretical questions as brand community quality dimensions and their antecedents and consequences remain unrevealed. According to previous literature and field observation in online brand communities, we purposefully select some key dimensions of brand community quality, such as community cohesion, community identification, community commitment, community participation and so on. We then employ netnography and structural equation modelling methods to empirically testify the antecedents and consequences of those dimensions. In addition, we discuss more interesting questions, including the E-social capital in online brand communities, national brand conciousness from the perspective of country brand community, visitors in online brand communities, etc. Two practical article is necessary to promote the new concept and theory of brand community to China companies. Totally, the ultimate achievement includes 21 paper, 2 awards and 5 master degree dissertation. Among these paper, 5 paper is written in English; 1 paper will be published on Journal of Business Research, a SSCI indexed journal; 8 paper has been or will be published on CSSCI indexed journals; 4 paper has been published on CSCD indexed journals; 3 paper has been published on several important journals approved by NSFC; 3 paper has been reprinted by the journals of Information Center for Social Sciences, Renmin University of China; 13 paper has been published on some core journals of China. The research findings will not only enrich the theory of brand community but also provide a guide for companies to cultivate brand loyalty through brand communities.

英文关键词： online brand community; brand community quality; antecedents; consequences; brand loyalty