摘要
电子口碑在社交媒体时代愈加成为品牌营销实践与研究关注的重点。将信息采用模型应用于自媒体品牌社区的电子口碑信息因素与消费者参与及品牌态度关系研究,可测量和分析口碑信息质量、可信度和采用性等因素会在多大程度上影响消费者对自媒体品牌社区的媒体参与行为,以及是否会进一步影响消费者的品牌态度。结果表明:电子口碑信息可信度和信息采用对消费者的品牌社区参与行为有显著影响,并进而影响到消费者的品牌态度。这一发现可为品牌社区运营和相关研究提供参考。
In the era of social media,electronic word-of-mouth has increasingly become the focus of brand marketing practice and research.In this study,information adoption model is applied to study the relationship between e-WOM information factors and consumer participation and brand attitude in self-Media brand community.To measure and analyze the extent to which factors such as WOM information quality,credibility and adoption will affect consumers media participation behavior in self-Media brand community,and whether or not they will.It will further affect consumers brand attitude.The results show that the credibility and adoption of e-WOM information have a significant impact on consumers brand community participation behavior,and then affect consumers brand attitude.This achievement can provide references for brand community operation and related researches.
作者
熊言钧
XIONG Yanjun(School of Fine Arts, Anhui Normal University, Wuhu 241000)
出处
《常州工学院学报》
2019年第4期39-44,共6页
Journal of Changzhou Institute of Technology
基金
国家社科基金艺术学项目“自媒体环境下的互动广告模式优化研究”(16BG092)
关键词
电子口碑
信息采用模型
品牌社区
品牌态度
消费者参与
e-WOM
information adoption model
brand community
brand attitude
consumer participation
