虚拟品牌社区、口碑信息与消费者行为——基于扎根理论的研究

随着社会化网络力量的兴起,用户在网络社区中的活跃参与、复制和传播,使得口碑的作用越来越显著。运用扎根理论,通过收集分析虚拟品牌社区成员的网上评论帖子,构建口碑信息对社区成员的行为影响机制模型,结果显示:虚拟品牌社区应注重成员间的互动,通过各种有效措施最大程度满足成员的各种价值需求。

Virtual Community Word of Mouth Information and Community Members Conduct: Research based on Grounded Theory

With the development of internet, more and more consumers take actively part in the information sharing of internet communities, which develops the word of mouth effect. Applying Grounded Theory and analyzing the internet posts from virtual brand communities, the paper constructs the influence model of word of mouth information on community members'' behaviors. The results show that virtual brand communities should pay more attention to the interactions between members and meet their various needs through many effective measures.