导　　师： 周建青

学科专业： 050302

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 这是一个“所有人对所有人传播”的媒介时代。互联网技术的发展衍生了新型的互联网应用,也改变了大众媒体传播方式。自媒体的出现让消费者拥有了话语权,草根传播和网络人际传播的影响力在增强。品牌传播不再是单向的信息发布,消费者开始参与到营销传播过程中。社会化媒体的发展,使这种自主传播进一步加强。自传播的传播方式,渐成主流。 自传播是指信息接收者主动向他人发布信息,从而使信息自发传播的一种人际传播形式。而消费者自传播,是指不需要营销者亲自传播,消费者主动成为产品或品牌信息的接力传播者,信息自发传播的传播形式。本研究整理了网络传播、品牌传播与品牌社区领域中有关消费者自传播的文献,对自传播的研究成果进行了系统梳理,并在前人研究的基础上,提出了消费者自传播的理论模型。该模型指出,个人因素/(性格倾向、消费经验/)、交互因素/(社区归属、身份归属/)、信息特征/(价值度、可读性/)和品牌社区因素/(社区类型、社区气氛/)共四个因素会正向影响消费者自传播。 通过问卷调查和数据统计分析,本研究提出了影响因素与自传播之间的回归分析方程和因素的维度变量与消费者自传播之间的回归分析方程。分析的结果表明,个人因素、交互因素和品牌社区因素是消费者自传播的显著影响因素。而在维度变量上,消费者自传播的决定性因素有消费经验、身份归属、信息价值度和社区氛围。本研究的结论是,传播者的消费经验是品牌社区内自传播的基础;传受者的人际信任是品牌社区内自传播的关键;传播信息的价值度是品牌社区内自传播的前提;品牌社区的管理水平是社区内自传播的催化剂。 It is the media age of 'all for all communication'. The new internet technology brings out new internet applications, also changed the way of the mass media communication. Since that we-media made consumers have the right of saying, the influence of personal communication is being enhanced. Brand communication is no longer the one-way information dissemination, and consumers begin involving in the process of marketing communication. Therefore, self-diffusing gradually becomes one of the mainstream modes of communication. Self-diffusing is a kind of interpersonal communications that recipients of information take the initiative to release information to others which leading to spontaneous communication of information. And consumer self-diffusing refer to the kind of interpersonal communications that consumers take the initiative to become disseminators of information of products or brands, without marketer's action, making spontaneous brand communication. This study made a literature review about self-diffusing in the academic area of network communication, brand communication and brand community. Based on previous studies, the study proposed a theoretical model of consumer self-diffusing. The model refers causality among personal factors /(personality tendencies, consumer experience/), interaction factors /(community identity, identity attribution/), information characteristics /(value of degrees, readability/), brand community factors /(community types, community atmosphere/) and consumer self-diffusing. The former four factors have a positive effect on consumer behavior in virtual brand community. Through questionnaires and statistical analysis, the study derives two regression equations. Statistical results show that personal factors, interaction factors and the brand community factors are significant factors of consumer self-diffusing, specifically, consumer experience, identity attribution, value of degrees and community atmosphere are the decisive factors. This study concluded that: disseminator's consumer experience is the basis of consumer self-diffusing in virtual brand community; interpersonal trust is the key, value of information is premise; brand community management is a catalyst.

关 键 词： 虚拟品牌社区 口碑传播 自传播

分 类 号： [F273.2]

领　　域： [经济管理] [经济管理]