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在共享经济的大背景下,本文聚焦于当下消费者和企业共享品牌信息和产品知识,以及品牌培育和发展的重要平台——虚拟品牌社群。在对国外相关文献进行梳理和分析的基础上,本文首先归纳了虚拟品牌社群的概念以及特征,接着从虚拟品牌社群的本质——社会网络视角出发,对虚拟品牌社群的社会网络维度进行分析,从社会网络结构维度、关系维度和认知维度对社会网络的质量进行衡量,并通过文献的归纳结合虚拟品牌的特征形成具体的四个衡量变量:中心性、社会交互联结、信任及互惠原则、成员的自我概念一致性,构建了三维度四变量的社会网络分析模型,以期对虚拟品牌社群的社会网络质量进行衡量,为社群经营者构建良好社群网络提供参考。
In the context of shared economy, this article focuses on the current consumer and business share brand information and product knowledge, as well as brand cultivation and development of an important platform - the virtual brand community. Based on the review and analysis of relevant foreign literature, this paper first summarizes the concept and characteristics of the virtual brand community, and then from the social network perspective of the virtual brand community, the social network dimension of the virtual brand community Analyzes the quality of social networks from social network structure dimension, relationship dimension and cognitive dimension, and forms four specific variables through induction of the literature combined with the characteristics of virtual brand: centrality, social interaction, trust and The principle of reciprocity and the consistency of members’ self-concept. A three-dimensional and four-variable social network analysis model is constructed in order to measure the social network quality of the virtual brand community and provide a reference for the community managers to build a good social network.