發(fā)布時(shí)間：2018-04-03 01:17

  本文選題：虛擬品牌社群　切入點(diǎn)：互動(dòng)　出處：《云南大學(xué)》2015年碩士論文

【摘要】：以共同的喜好為基礎(chǔ),豆瓣用戶中國(guó)產(chǎn)護(hù)膚品的愛(ài)好者集結(jié)在一起形成虛擬品牌社群。在經(jīng)濟(jì)學(xué)里,他們是國(guó)產(chǎn)護(hù)膚品的消費(fèi)者族群,是國(guó)產(chǎn)護(hù)膚品的潛在市場(chǎng),對(duì)企業(yè)而言意味著銷售區(qū)域和銷量。在傳播學(xué)里,他們構(gòu)成社群,通過(guò)社群互動(dòng)傳遞信息產(chǎn)生意義。本文擬通過(guò)對(duì)豆瓣“國(guó)貨護(hù)膚”小組的觀察,以小組成員間的互動(dòng)為研究重點(diǎn),對(duì)互動(dòng)的參與者、互動(dòng)的內(nèi)容、互動(dòng)信息的轉(zhuǎn)換以及社群的維系進(jìn)行分析。 研究采用內(nèi)容分析法進(jìn)行,在總結(jié)前人研究成果的基礎(chǔ)之上開(kāi)展實(shí)證研究。在理論方面,主要參考了虛擬品牌社群的研究和社群互動(dòng)的研究。由于傳統(tǒng)的虛擬品牌社群研究對(duì)象是具體的某一個(gè)品牌的愛(ài)好者構(gòu)成的社群,與本文的研究對(duì)象有所不同,因此在研究的過(guò)程中以既有研究為參照,結(jié)合實(shí)際觀察到的情況進(jìn)行分析。實(shí)證研究部分主要采用內(nèi)容分析的方法,選擇“國(guó)貨護(hù)膚”小組自成立以來(lái)七年時(shí)間內(nèi)回帖量大于或等于100的帖子作為樣本進(jìn)行分析。 通過(guò)研究發(fā)現(xiàn)：第一,“國(guó)貨護(hù)膚”小組由社群管理者、互動(dòng)參與者構(gòu)成。按照參與互動(dòng)時(shí)行為表現(xiàn)的不同,可將互動(dòng)參與者分為：經(jīng)驗(yàn)意見(jiàn)分享者、信息詢問(wèn)者、互動(dòng)交流者、購(gòu)買(mǎi)行動(dòng)組織者、信息呼應(yīng)者；第二,以參與者互動(dòng)行為的劃分為基礎(chǔ),互動(dòng)內(nèi)容可分為信息分享類、問(wèn)題解決類、普通交流類、購(gòu)買(mǎi)意向類四大類；第三,小組成員通過(guò)互動(dòng)傳播口碑信息,通過(guò)組織產(chǎn)品購(gòu)買(mǎi)實(shí)現(xiàn)虛擬交流向?qū)嶋H消費(fèi)行為的轉(zhuǎn)換；最后,互動(dòng)是維系社群的保障,成員的歸屬感和責(zé)任感是促使他們通過(guò)互動(dòng)保持小組活力的內(nèi)部因素,成員行為規(guī)范的設(shè)立、網(wǎng)站即時(shí)聊天工具以及點(diǎn)贊功能則是保障小組維持良性互動(dòng)的外部因素。
[Abstract]:On the basis of common preferences, Douban users of Chinese skin care fans gathered together to form a virtual brand community.In economics, they are the consumer population of domestic skin care products, the potential market for domestic skin care products, which means sales and sales for businesses.In communication, they form a community that communicates meaning through community interaction.Based on the observation of Soybean skin Care Group, this paper focuses on the interaction among the members of the group, and analyzes the participants, the content of the interaction, the transformation of the interactive information and the maintenance of the community.The research adopts content analysis method and carries out empirical research on the basis of summarizing previous research results.In theory, we mainly refer to the research of virtual brand community and community interaction.Because the traditional virtual brand community research object is the community composed by the fans of a specific brand, it is different from the research object of this paper, so in the course of the research, the existing research is taken as the reference.Combined with the actual observation of the situation to carry out the analysis.The empirical study mainly adopts the method of content analysis and selects the posts with a response quantity of more than or equal to 100 in the seven years since the establishment of the "domestic skin Care" team as samples for analysis.The findings are as follows: first, the local skin care group consists of community managers and interactive participants.According to the behavior of interactive participants, they can be divided into: experience-sharing person, information inquiry person, interactive communicator, purchasing action organizer, information responder; second, based on the division of participants' interactive behavior.Interactive content can be divided into four categories: information sharing, problem solving, general communication, purchase intention; third, group members can communicate word of mouth information through interactive communication, and realize the transformation from virtual communication to actual consumption behavior through organizing product purchase.Finally, interaction is to maintain the security of the community, members' sense of belonging and responsibility are the internal factors that enable them to maintain the vitality of the group through interaction, and the establishment of norms of conduct for members.Instant messaging and likes are the external factors that ensure the team to maintain positive interaction.
【學(xué)位授予單位】：云南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F724.6;G206

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本文編號(hào)：1702973