论文部分内容阅读
基于社会影响理论,从理论上探讨了虚拟品牌社群成员的感知价值对社会影响因素的影响,分析了社会影响因素如何影响社群成员对虚拟品牌社群的持续参与决策,并利用以小米社区中的小米用户为对象的问卷调研数据进行实证分析。研究结果显示:虚拟品牌社群成员的感知价值显著正向影响社会影响因素;社会影响因素显著正向影响社群成员对虚拟品牌社群的持续参与决策。提出:社群经营者应提升社群成员的价值感知,促进社群成员互动以改善社会影响因素,从而促进虚拟品牌社群成员的持续参与。
Based on the theory of social impact, this paper theoretically explores the influence of perceived value of the virtual brand community members on the social influence factors, analyzes how the social influence factors affect the community members’ continued participation in the virtual brand community decision-making, In millet users as the object of the questionnaire data for empirical analysis. The results show that: the perceived value of the members of the virtual brand community significantly positively affects the social influence factors; and the social influence factors positively affect the community members’ continuous participation decision on the virtual brand community. Proposed that community managers should enhance the value perception of community members, promote interaction among community members to improve social influence, and promote the continuous participation of members of virtual brand community.