首页 | 本学科首页   官方微博 | 高级检索  
相似文献
 共查询到20条相似文献,搜索用时 93 毫秒
1.
本文讨论了虚拟品牌社区产生的时代背景以及虚拟品牌社区的主要特征.虚拟品牌社区可以加强消费者之间的相互交流,能够增加企业对消费者反馈的快速认知,能够提供新产品革新的新模式.本文强调,为了发挥虚拟品牌社区的作用,必须重视其商业功能.  相似文献   

2.
虚拟品牌社区质量对消费者品牌幸福感的影响有其自身的中介路径及其边界条件,但现有文献缺乏对此课题深入探究的研究成果。笔者基于营销学和心理学的相关理论,通过引入心流体验、品牌卷入度和消费者自我一致性变量,在构建一个虚拟品牌社区质量对消费者品牌幸福感影响模型的基础上,借助于对413名来自中国虚拟品牌社区参与者问卷调查的数据,采用结构方程建模、Bootstrap分析和层次回归分析,实证检验了虚拟品牌社区质量与消费者品牌幸福感之间的中介路径及其边界条件。结果证实:虚拟品牌社区质量的信息质量、服务质量、互动质量正向影响消费者心流体验,消费者心流体验又正向影响其物质满意感、自我实现感和社会贡献感;消费者心流体验中介虚拟品牌社区质量的系统质量、信息质量、服务质量、互动质量对物质满意感、自我实现感和社会贡献感存在正向影响;品牌卷入度和自我一致性在消费者心流体验对其品牌幸福感的影响中具有正向调节作用。本研究通过证实虚拟品牌社区质量与消费者品牌幸福感之间的中介路径及其边界条件,揭示了虚拟品牌社区质量影响消费者品牌幸福感的机理,研究结论拓展了营销理论和品牌理论,为企业加快虚拟社区与品牌融合以及提升虚拟品牌社区...  相似文献   

3.
互联网的深入发展使得网络社区顾客参与对企业品牌评价至关重要,本文将小米社区作为案例,深入分析和讨论了网络社区顾客参与对品牌评价的影响,得到如下结论:一是不同的网络社区顾客参与主体对品牌评价产生不同影响;二是不同的网络社区顾客参与形式会导致不同的品牌评价。  相似文献   

4.
段涛  周洁如 《时代金融》2015,(3):207-208
基于其强大的社会性和网络性,社交媒体可以为品牌社区的建立提供理想环境。研究分析和总结了品牌社区领域的一系列核心文献,并结合社交媒体的定义和特征对社交媒体品牌社区做出概念界定,更进一步的是,研究还描述了社交媒体品牌社区的三个独特而相关的维度。  相似文献   

5.
社区教育是提高社区成员素质和生活质量,实现社区发展的一种社区性教育活动的过程,它是社区成员实现终身教育的主要途径。社区教育学院是社区教育的中心,它在促进社区建设和发展,在构建国民终身教育体系中具有不可替代的作用。  相似文献   

6.
由社区培养出来的网络达人构成了Onlylady的核心竞争力,各种尝试还在继续中。  相似文献   

7.
本文通过对网络社区经济在大时代环境下巨大潜力的分析,得出了网络社区能产生巨大经济效益的结论。  相似文献   

8.
谢德萍 《时代金融》2014,(5X):14-14
本文通过对网络社区经济在大时代环境下巨大潜力的分析,得出了网络社区能产生巨大经济效益的结论。  相似文献   

9.
方便社区客户在更广泛的领域享受优质的金融服务,打响银行社区金融服务品牌,使银行社区金融服务成为客户当家理财的好“帮手”,是建设银行福建省分行近期在全省范围内组织推广的金融宣传营销活动。本文从分析创建社区金融服务品牌的意义入手,就如何创建社区金融服务品牌提出相关对策建议。  相似文献   

10.
网络口碑的盛行引起了消费者和营销者的关注,口碑营销也借助网络口碑得到了新的发展.本文以在校大学生作为研究的样本人群,通过实证研究发现网络口碑影响力的大小和网络口碑营销的成功与否主要取决于网络口碑可信度的高低,消费者和信息发布者的关系强度、口碑的专业性和口碑的视觉效果,并由此来影响大学生消费者的感知价值并最后影响他们的消...  相似文献   

11.
Communities in a world of open systems   总被引:1,自引:0,他引:1  
In the past, communities tended to be closed systems with relatively clear boundaries, stable memberships, and few linkages to other communities. We are now entering into an ‘age of open systems.' Mobility creates new communities and kinds of communities. The impacts of mobility are far less than those of information and communications technology. Cyberspace has become a new kind of social terrain, crowded with ‘virtual communities.' Television and radio create communities of people thinking and talking about the same things. Both mobility and the growth of communications networks reduce the predominance of geography as a force in shaping community. Many communities are much more fluid, and some are placeless. There are many different kinds of social groups and networks that people describe with the word ‘community.' Most people are multi-community individuals, with many memberships, and many kinds of memberships. Although the world's major religions still have some historic identification with specific regions, those geographic attachments are no longer as clear as they once were, and these religions are tending to become open systems. Some people prefer relatively closed social systems, while others flourish in freer environments. Choice is one of the most powerful forces in the lives of people being exposed to the forces of globalization. Community will continue to be a profound human need but will be redefined, perhaps many times over.  相似文献   

12.
We model the incentives of individuals to engage in word of mouth (or buzz) about a product, and how a firm may strategically influence this process through its information release and advertising strategies. Individuals receive utility by improving how others perceive them. A firm restricts access to information, advertising may crowd out word of mouth, and a credible commitment not to engage in advertising is valuable for a firm.  相似文献   

13.
Consideration sets for financial services brands   总被引:2,自引:2,他引:0  
This study examines the extent of consumer information search and consideration of financial services brands. It uses data from two surveys of purchasing behavior. This study finds a surprisingly low level of consumer consideration, either by personal enquiry or via the internet. The most common consideration set comprised only one brand, and this was the case for both high-value and low-value services. The managerial implication is that services marketers should make brand salience a top priority, with the competitiveness of their offer not being the primary driver of sales. If a financial services brand is salient to a consumer, there is a very high chance they will purchase that brand, without extensive comparison of the merits of alternatives.  相似文献   

14.
The purpose of this research is to study the impact of the antecedents—brand experience, service quality, and perceived value on word of mouth (WOM) recommendations by retail banking customers in an emerging market. The paper also investigates the mediating effect of loyalty on WOM with respect to the abovementioned antecedents. A survey of 412 retail customers of various banks in India was undertaken using a structured questionnaire developed using existing constructs. The results show that brand experience, service quality, and perceived value have a significant impact on WOM recommendations of customers of retail banks. Further, the relationships between the abovementioned antecedents and WOM are mediated by loyalty. This study makes several contributions to the academic literature. First, it establishes the importance of brand experience, service quality, and perceived value as antecedents of WOM in the context of retail banks in an emerging market. Second, it also establishes that loyalty plays a mediating role for the abovementioned antecedents for WOM recommendations by retail customers of banks in an emerging market.  相似文献   

15.
随着信息技术与互联网的高速发展,虚拟货币成为必不可少的网络小额支付手段,其方便、快捷、高效和经济的结算方式带来了极大的社会效益,但其应用也带来了诸多风险。本文从虚拟货币的定义、功能、特点入手,分析虚拟货币市场潜在的风险,并提出相关监管建议。  相似文献   

16.
This paper develops and tests a new factor of the trust model in electronic commerce; namely, internet banking. Internal control of internet banking is very consistent with high levels of trust factors such as security, privacy, and other risk issues. However, this type of association has not yet been widely recognized as a trusted model from the consumer's electronic commerce point of view. This study attempts to create new factors in IT governance and the COBIT (Control Objectives for Information and Related Technologies) assurance seal. The empirical results of this experiment show that customer familiarity with IT governance and the COBIT assurance seal has impacted customers' trust in internet banking. Moreover, the results also show that perceived internet banking quality and reputation impact customers' trust in internet banking. Given the results of this study, we propose future research aimed at developing a COBIT assurance web seal of internal control, applicable to information technology based on IT governance.  相似文献   

17.
A mutual fund manager is more likely to buy (or sell) a particular stock in any quarter if other managers in the same city are buying (or selling) that same stock. This pattern shows up even when the fund manager and the stock in question are located far apart, so it is distinct from anything having to do with local preference. The evidence can be interpreted in terms of an epidemic model in which investors spread information about stocks to one another by word of mouth.  相似文献   

18.
The paper aims to explore the potential impact of ‘bank personnel efficiency’ and ‘price satisfaction’ on overall customer satisfaction of consumer credit products and positive word of mouth (WOM). Furthermore it aims to provide bank managers with useful insights into the development of high quality relationships with customers. ‘Personnel efficiency’, is related to the human factor of service quality, while ‘price satisfaction’ refers to the customers’ subjective view of the bank's pricing policy. The research involved a review of the available literature on service quality dimensions and their effect on satisfaction and WOM. For the collection of data, a survey was designed and conducted in the greater area of Athens, Greece. The research questionnaire was administered by means of personal interviews to 750 bank customers. Data analysis, using structural equation modelling, suggests that ‘personnel efficiency’ and ‘price satisfaction’ are antecedents of overall ‘customer satisfaction’, which is a prerequisite for positive ‘word of mouth’.  相似文献   

19.
P2P lending is an important research subject of rising internet finance research. This paper uses unique data from Renrendai, a leading platform in China, to test the influence of video information on P2P lending behavior. Results suggest that, first, the lower the borrower's credit rating is, the more likely they are to provide video information. Second, compared to the video‐information‐absent borrowers, the otherwise borrowers can get easier access to a loan and offer a lower interest rate. These results indicate that compared to text messages, video information can increase the borrower's creditworthiness and reduce the transaction risk. Thereupon seeing is important in online P2P lending. Third, when the borrower's credit rating is lower, the video effect is significant. The study makes sense in terms of the enrichment of P2P lending literature and the enlightenment on decision‐making of both lenders and borrowers.  相似文献   

20.
This paper contributes to banking services literature by providing empirical research on internet banking behaviour and perceptions of Generations X and Y in Australia. More than 350 respondents aged 18 and above revealed that surprisingly, less than half of the mostly Generations X and Y respondents use internet banking. More Generation X are internet banking users compared to Generation Y, but Generation Y users use internet banking more frequently, use more virtual products, and have used internet banking for a longer time compared to Generation X users. Internet banking users perceive their banks as providing higher quality services compared to non-internet banking users. A large majority of non-internet banking users never tried internet banking at all. Security and privacy concerns were cited. Based on these findings, it can be recommended that banks still need to provide both internet- and non-internet-based means of banking to their younger consumer segments. The banking industry needs to address concerns about security, trust and ease of use to persuade more of Generations X and Y to use internet banking.  相似文献   

设为首页 | 免责声明 | 关于勤云 | 加入收藏

Copyright©北京勤云科技发展有限公司  京ICP备09084417号