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产品宣传、社区控制与品牌社区营销——基于自我决定理论视角

冯小亮 徐永乐 何凯

冯小亮, 徐永乐, 何凯. 产品宣传、社区控制与品牌社区营销——基于自我决定理论视角[J]. 广东财经大学学报, 2022, 37(6): 76-88.
引用本文: 冯小亮, 徐永乐, 何凯. 产品宣传、社区控制与品牌社区营销——基于自我决定理论视角[J]. 广东财经大学学报, 2022, 37(6): 76-88.
FENG Xiao-liang, XU Yong-le, HE Kai. Product Publicity, Community Control and Brand Community Marketing: Based on Self-determination Theory[J]. Journal of Guangdong University of Finance & Economics, 2022, 37(6): 76-88.
Citation: FENG Xiao-liang, XU Yong-le, HE Kai. Product Publicity, Community Control and Brand Community Marketing: Based on Self-determination Theory[J]. Journal of Guangdong University of Finance & Economics, 2022, 37(6): 76-88.

产品宣传、社区控制与品牌社区营销——基于自我决定理论视角

基金项目: 

国家自然科学基金项目 72272061

教育部人文社会科学基金项目 22YJC630077

详细信息
    作者简介:

    冯小亮(1984-),男,湖北黄石人,广东财经大学工商管理学院副院长,副教授,博士

    徐永乐(1999-),男,江西吉安人,广东财经大学工商管理学院研究生

    通讯作者:

    何凯(1989-)(通讯作者),男,安徽宿松人,暨南大学管理学院教师,博士

  • 中图分类号: F713.56;F272.3

Product Publicity, Community Control and Brand Community Marketing: Based on Self-determination Theory

  • 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。
  • 图  1  研究模型

    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。
    下载: 导出CSV

    表  2  样本分布特征 个,%

    特征 分类 样本数 百分比
    性别 294 96.4
    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
    下载: 导出CSV

    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
    下载: 导出CSV

    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。
    下载: 导出CSV

    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
    下载: 导出CSV

    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
    下载: 导出CSV

    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***
    下载: 导出CSV
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  • 收稿日期:  2022-03-08
  • 网络出版日期:  2023-01-13
  • 刊出日期:  2022-11-28

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