Product Publicity, Community Control and Brand Community Marketing: Based on Self-determination Theory
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摘要: 品牌社区营销成为社会化媒体时代企业市场开拓的重要手段,然而有关其产品宣传和社区控制策略的合理性存在争议。部分学者认为品牌社区应由用户主导,而不应成为企业兜售产品和掌控用户的工具,但这与企业的实际做法相背离。为此,基于自我决定理论,采用问卷数据和行为数据,探究产品宣传和社区控制策略对用户参与行为的影响。研究发现:虽然社区控制策略对用户参与行为的影响为负,但产品宣传策略并无负面作用; 并且用户社区认同对两种策略具有调节作用,产品宣传和社区控制策略对高认同用户具有积极作用。这一结论拓展了品牌社区营销的合理性边界,为品牌社区营销实践提供了新的理论参考。Abstract: Brand community marketing has become an important means of enterprise market development in the era of social media. However, the rationality of the product publicity and community control strategies for brand community marketing is controversial. Some scholars argue that brand community should be dominated by users and should not become a tool for enterprises to sell products and control users, but this is contrary to the actual practice of enterprises. To interpret this controversy, this paper explores the influence of product publicity and community control strategies on user participation behavior based on self-determination theory.Through the combination of questionnaire data and behavioral data, it is found that although the community control strategy had a negative impact on user participation behavior, the negative effect of product publicity strategy was not found; in addition, user community identity had a moderating effect on community control strategy, and product publicity and community control strategies had a positive effect on users with high identity. The conclusions of this paper expand the rationality boundary of brand community marketing and provide theoretical recommendations for the practice of brand community marketing.
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表 1 品牌社区营销策略相关研究
研究者 品牌社区营销策略 主要研究结论 Spaulding(2010)[20] 产品开发、市场营销、销售、产品支持 虚拟社区的成功取决于贡献的态度、资源的奉献、建立临界质量以及匹配社区和业务需求 楼天阳等(2014)[21] 货币激励、非货币激励 货币式激励负向影响社区参与水平, 而非货币激励存在正向影响 廖俊云等(2016)[22] 信息反馈、互动支持和用户教育 三种社会化策略能提高消费者的参与意愿 Mochon等(2017)[23] 促销性信息 Facebook中品牌在其主页发起的促销信息能够增加用户的线下行为 Huang等(2018)[24] 知识播种 企业雇员的知识贡献行为能够促进其他用户的知识贡献 Hanson等(2019)[25] 设计勋章系统 角色清晰的勋章体系能激励用户更高程度的品牌社区参与 注:资料由作者整理而得。 表 2 样本分布特征
个,% 特征 分类 样本数 百分比 性别 男 294 96.4 女 11 3.6 年龄 41岁及以上 12 4 31~40岁 37 12.1 26~30岁 55 18 18~25岁 175 57.4 18岁以下 26 8.5 学历 博士及以上 2 0.7 硕士 9 3 本科与专科 225 73.8 高中 57 18.7 初中及以下 12 3.9 收入 1万元以上 30 9.8 8 001~10 000 14 4.6 6 001~8 000 22 7.2 4 001~6 000 78 25.6 2 001~4 000 55 18 2 000元以下 106 34.8 每天娱乐休闲时间 8小时以上 39 12.8 6~8小时 37 12.1 4~6小时 79 25.9 2~4小时 114 37.4 2小时以下 36 11.8 加入社区时长 2年以上 127 41.6 1~2年 93 30.5 6个月~1年 46 15.1 3~6个月 25 8.2 3个月以下 14 4.6 表 3 测量信度与效度
构念 因子载荷 产品宣传(Cronbach′s α=0.934) ××公司官方人员经常在社区内做相关新产品的宣传 0.99 参与社区时,我经常看到××公司官方人员发布的产品介绍内容 0.88 社区控制(Cronbach′s α=0.824) ××公司监视着社区用户的互动内容 0.76 在社区中发帖先要经过××公司的过滤审查 0.76 ××公司控制着社区中内容和信息 0.82 用户自主性(Cronbach′s α =0.865) 我感觉我能在社区中自由活动 0.85 我感觉在社区中我表现出我的创造性和能力 0.74 在参与社区互动过程中,我有充分的自由 0.89 社区认同(Cronbach′s α=0.924) 我认为我是××社区用户集体中的一份子 0.80 我和这个社区整体的关系对我而言很重要 0.83 我和其他社区用户有一样的目标 0.82 我和社区中的其他用户组成了一个良好集体 0.81 表 4 潜变量相关矩阵
变量 1 2 3 4 5 产品宣传 1 社区控制 0.276** 1 用户自主性 0.122* 0.086 1 社区认同 0.280** 0.249** 0.106 1 用户参与行为 0.203** 0.028 0.210** 0.125* 1 平均值 5.454 4.684 5.504 4.515 27.190 标准差 1.328 1.407 1.152 1.209 81.653 组合信度 0.934 0.824 0.868 0.888 — 平均提取方差 0.877 0.609 0.687 0.665 — 注:*表示p<0.05、* *表示p<0.01、* * *表示p<0.001。下表同。 表 5 路径系数与假设检验
假设 路径 标准化路径系数 T值 检验结果 H1 产品宣传→用户自主性 0.110 1.105 不支持 H2 社区控制→用户自主性 -0.106*** -4.245 支持 H3 用户自主性→用户参与行为 0.178* 2.097 支持 表 5 中介效应检验
路径 中介效应 95%置信区间 下限 上限 社区控制→用户自主性→用户参与行为 0.032 -0.135 -0.072 表 6 调节效应检验
路径 Δ χ2 标准化路径系数 低社区认同用户 高社区认同用户 产品宣传→用户自主性 5.364 -0.059 0.126*** 社区控制→用户自主性 10.608** -0.302** 0.087*** -
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