虚拟社区成员信任对品牌信任影响的研究——以珠宝行业中小零售企业为例

本文根据信任的前因、信任和信任的后果这三部分的关系,将虚拟社区信任的前因分为熟悉、信任倾向、相似性、法律法规和安全控制5个因素,信任则分为对能力表现的信任与对诚实和善良的信任,信任的后果是对社区服务提供商或商家的信任。结合Mayer的信任模型和网上信任拓扑模型,建立虚拟社区成员信任与品牌信任之间关系的模型,并选取社区成员对珠宝中小零售企业进行调查,发放问卷,运用SPSS和结构模型进行数据分析。数据分析显示,虚拟社区成员信任和品牌信任之间呈正相关的关系,从结构方程结果中得到安全控制对品牌信任的影响最大。     

虚拟品牌社群社会资本能影响消费者溢价购买行为吗？

重庆市委党校(重庆行政学院);中央党校(国家行政学院);摘要本文以虚拟品牌社群社会资本为研究对象,考察其与消费者溢价购买行为之间的关联性及其影响路径。构建了消费者溢价购买行为与虚拟品牌社群社会资本各维度的影响假设模型,并讨论了各维度之间的中介效应。研究发现:消费者信息价值感知通过社会资本各维度影响溢价购买行为,消费者社会价值感知通过结构性维度和认知性维度影响溢价购买行为,社会价值感知在关系性维度上对消费者溢价购买行为不具有显著影响。研究还发现了消费者对大宗耐用消费品与低价快速消费品在溢价购买行为中的差异规律。研究建议:大宗耐用消费品的企业需要在品牌社群运营中引导成员开展"体验性知识"的分享;企业在虚拟品牌社群运营中需要改善社会价值感知;企业应聚焦虚拟品牌社群的社会资本培育,获取溢价定价权,从而提升企业利润。     

Exploring the social influence of the Kaggle virtual community on the M5 competition

One of the most significant differences of M5 over previous forecasting competitions is that it was held on Kaggle, an online platform for data scientists and machine learning practitioners. Kaggle provides a gathering place, or virtual community, for web users who are interested in the M5 competition. Users can share code, models, features, and loss functions through online notebooks and discussion forums. Here, we study the social influence of this virtual community on user behavior in the M5 competition. We first research the content of the M5 virtual community by topic modeling and trend analysis. Further, we perform social media analysis to identify the potential relationship network of the virtual community. We study the roles and characteristics of some key participants who promoted the diffusion of information within the M5 virtual community. Overall, this study provides in-depth insights into the mechanism of the virtual community’s influence on the participants and has potential implications for future online competitions.     

The effect of consumer-to-consumer interactions on idea generation in virtual brand community relationships

Prior studies have indicated that innovative ideas can originate either from intra-sector interactions or from outer-sector interactions (e.g., company-to-customer). However, idea generation in virtual brand communities seems still lacking of empirical research, even though it has become a remarkable issue nowadays. This paper, therefore, investigates the relationship between consumer-to-consumer (C2C) interaction, brand knowledge, and idea generation in virtual brand communities. Our hypotheses are tested on the basis of the analysis of data collected from 228 members of the Mondeo On-line Club in Taiwan. The results indicate that C2C interaction is positively associated with idea generation. The hierarchical moderated regression analysis reveals that “human capital” exerts a significant moderating effect and “brand knowledge” has a partial but significant mediating effect on the relationship between C2C interactions and idea generation.     

When technology shapes community in the Cultural and Craft Industries: Understanding virtual entrepreneurship in online ecosystems

With the aim of providing greater insight into the nature and dynamics of the online entrepreneurial ecosystem in the Cultural and Craft Industries (CCIs), this study investigated the novel interactions taking place among virtual entrepreneurial firms operating in a relatively new technological context i.e. cybermediary platforms. It is argued that the technologically enabled connectivity offered by these platforms helps foster a distinctive sense of virtual community. Connectivity with users and peer-firms allows a greater sense of identity, shared values, and membership that may not exist routinely. This sense of virtual community may give rise to mutually beneficial firm behaviors whereby support of other businesses becomes the norm. The literatures on sense of virtual community, e-word of mouth, online social capital and e-community are integrated to examine the entrepreneurial dynamics in a context epitomizing collaboration, cooperation and creativity. Results from 732 virtual entrepreneurial firms support the hypotheses that (i) a sense of virtual community is positively related to supporting and promoting peers in the CCIs; (ii) promoting other entrepreneurial ventures increases online social capital and (iii) this in turn creates beneficial outcomes for virtual entrepreneurial firms in the CCIs. Future research may delve even deeper into how technologies may influence the community, collaborative or competitive nature of firm behavior.     

Overcoming resource challenges in peer-production communities through bricolage: The case of HomeNets

Peer-production communities can create great value and foster innovation for their members, even in situations where resources are extremely scarce. How these communities create or acquire necessary resources in such settings is an important theoretical and practical question. In this paper, I investigate how a peer-production community overcame substantial resource challenges, using the analytic lens of bricolage theory, in a longitudinal study of HomeNets, communities of residents that developed residential Internet infrastructures and services for a million users in Minsk, Belarus, without funds, material resources, knowledge, or formal legal status. The findings illustrate that communities develop their missing resources by engaging in multiple coexisting bricolage forms and processes, which help them to successfully incorporate the individual and collective resource building efforts of their participants and address the challenges specific to the continuously evolving community. Based on the findings, I propose a model of community resource development with bricolage, discuss theoretical and practical implications for studies on communities and bricolage, and suggest areas for further research.     

Unpacking linguistic devices and discursive strategies in online social movement organizations: Evidence from anti-vaccine online communities

This study investigates linguistic devices and discursive strategies employed by online social movement organizations (SMOs) in attempts to deinstitutionalize long-standing, institutionalized behaviors. The research draws from an in-depth analysis of public discourse within anti-vaccine online communities in Italy and contributes to the social movement literature on framing and the theory of discursive institutionalization. It employs semi-automated text-analysis methods and interpretive analysis of textual data from seven anti-vaccine social media communities, before and subsequent to the 2017 regulatory intervention of the Italian government to increase vaccination rates. This intervention followed a phase of intense debate centered on the decrease in vaccination coverage and the spread of anti-vaccine ideas in social media as well as in the broader public discourse. The study analyzes the discursive strategies and linguistic devices of community leaders (moderators) and followers (members), and investigates shifts in micro-level online anti-vaccine discursive strategies that developed after the government regulation. The findings suggest that anti-vaccine online SMOs employ specific sets of linguistic devices, namely rhetorical fallacies, that support well-defined discursive strategies such as those aiming to delegitimize actors that endorse vaccines. Furthermore, the evidence shows that these linguistic devices and discursive strategies, after the government regulation, shift from an evidence-based stance towards values and emotions-based argumentations.     

The adoption of Firm-Hosted Online Communities: an empirical investigation into the role of service quality and social interactions

Online communities are a powerful device for collaborative creativity and innovation. Developments in Web 2.0 technologies have given rise to such interactions through firm-hosted online communities (FHOCs) – firm-run online information services that also provide self-help to a community. We devise a model that seeks to explain the factors that encourage people to become members of a FHOC and test the model using structural equation modelling based on data collected from 511 users of a FHOC. The study finds that: (a) an understanding of Perceived Usefulness (PU) plays a mediating role between Behavioural Intention (BI) to adopt FHOC and Trust, as well as Interface design; b) Networking among users has an indirect effect on BI; and c) design of the Interface has a direct influence on BI. A managerial implication is that Networking plays a role in the way supplementary services, including blogs and discussion forums, are perceived. Theoretically, when service quality is decomposed into components such as core services and supplementary services, it also positively influences PU.     

基于成员成长理论的虚拟品牌社区构建

虚拟品牌社区在激发消费者互动、扩大消费群体、提升品牌竞争优势等方面为企业提供了适应新的竞争和营销环境的一条重要途径。本文理解和定义了虚拟品牌社区的概念,在深入分析成员需要层次理论和成员成长理论的基础上,提出了基于成员成长理论的虚拟品牌社区的构建模型,并在基础设施构建、社区网络安全、认同空间构建、互动空间构建、社区规范与秩序构建等虚拟品牌社区不同的构建层次上提出了具体的策略。     

不同产品类型下虚拟体验营销对品牌忠诚度影响研究 ——有调节的中介效应模型

以品牌在网上的虚拟品牌体验活动为主题,研究品牌创新感知在品牌体验与品牌忠诚度间的中介作用,并考察产品类型对品牌创新感知的调节作用。结果发现:(1)品牌创新感知能作为中介解释虚拟品牌体验对品牌忠诚度的影响,并确认品牌体验能有效引起消费者的品牌创新感知;(2)产品类型调节品牌体验中的感官体验、思考体验与行动体验,通过品牌创新感知起到对消费者品牌忠诚的影响;当产品类型为享乐型产品时,感官体验、思考体验与行动体验对品牌创新感知的正向效应更强。     

The importance of ‘fitting in’: collaboration and social value creation in response to community norms and expectations

Abstract

This article explores the effects of embeddedness in communities upon entrepreneurial practices. Based on the lived experiences of 10 craft entrepreneurs, this study reveals that within certain contexts, such as craft communities, entrepreneurs are expected to exhibit high levels of camaraderie and generosity, which leads them to create social value by supporting their peers and freely sharing their resources. Entrepreneurs achieve ‘fitting in’ not only by learning accepted norms, but also by performing strategic actions which allow them to temporarily adapt their conduct to meet the expectations of community members. Thus, this study exposes a largely concealed element of social entrepreneurial practice. This article also reveals that embeddedness in communities can lead entrepreneurs to collaborate with potential competitors. Craft entrepreneurs share their economic, cultural, social and symbolic capital in order to support and help revitalise their communities, to perpetuate their respective industries and to sustain a genuine interest in hand-crafted products. They consider such supportive behaviour a social responsibility that is shared among community members and a task that is passed from one generation to the next. Thus, this article reveals that collaboration and social value creation can be embraced in response to community norms and expectations.     

基于网络品牌社群的营销战略──以北京小米科技有限责任公司为例

在品牌同质化泛滥的今天,品牌社群为企业培育品牌忠诚开辟了新的途径。企业应该充分认识到网络品牌社群对企业发展的重要性,并及时去建立、维护、利用网络品牌社群。网络品牌社群应该成为企业的营销战略,它是企业脱离品牌同质化、获取品牌忠诚的重要途径。     

基于虚拟品牌社群的营销创新策略研究

虚拟品牌社群具有重要的商业价值,蕴含着无限的机遇和挑战。企业应利用虚拟品牌社群的营销功能和价值,实施以虚拟品牌社群为平台的营销创新策略。以虚拟品牌社群为平台开展精准营销、关系营销以及口碑营销,提高营销效率,获取长期竞争优势。     

Brand personality in a membership‐based organisation

• This study employed Aaker's (6) brand personality framework to assess the brand characteristics of a membership based sport organisation in Australia (N=413). Factor analysis suggested that Aaker's framework did not fully capture variations in responses within the Australia sample, and that a modified version incorporating an additional dimension of Innovation was required. This modified factor structure may reflect characteristics of netball as a sport, specific sample attributes or cross‐cultural variations in the brand personality concept. Results indicate that the Netball Victoria brand is strongly associated with Competence, Sincerity and Innovation, is moderately linked with Excitement and Sophistication, and has a low connection with Ruggedness. These qualities are perceived with a high level of consistency by different respondents. The organisation's brand personality as perceived by its members provides a diagnostic which may be used to guide re‐branding, positioning and other marketing strategies. Additional research is required to assess the role and function of cultural variations in measuring brand personality.

Copyright © 2006 John Wiley & Sons, Ltd.     

Search Engine Optimization: What Drives Organic Traffic to Retail Sites?

The lion's share of retail traffic through search engines originates from organic (natural) rather than sponsored (paid) links. We use a dataset constructed from over 12,000 search terms and 2 million users to identify drivers of the organic clicks that the top 759 retailers received from search engines in August 2012. Our results are potentially important for search engine optimization (SEO). We find that a retailer's investments in factors such as the quality and brand awareness of its site increases organic clicks through both a direct and an indirect effect. The direct effect stems purely from consumer behavior: The higher the quality of an online retailer, the greater the number of consumers who click its link rather than a competitor in the list of organic results. The indirect effect stems from our finding that search engines tend to place higher quality sites in better positions, which results in additional clicks because consumers tend to click links in more favorable positions. We also find that consumers who are older, wealthier, conduct searches from work, use fewer words, or include a brand name product in their search are more likely to click a retailer's organic link following a product search. Finally, the quality of a retailer's site appears to be especially important in attracting organic traffic from individuals with higher incomes. The beneficial direct and indirect effects of an online retailer's brand equity on organic clicks, coupled with the spillover effects on traffic through other online and traditional channels, leads us to conclude that investments in the quality and brand awareness of a site should be included as part of an SEO strategy.     

Building communities of philanthropy in higher education: contextual influences

In this era of constrained and declining economic resources, institutions of higher education are turning to advancement professionals to identify and cultivate the financial resources that are becoming an increasing and larger portion of the fundamental funding of the institution. In this high stakes arena, advancement professionals have a need for the tools that can assist them in cultivating philanthropic relationships more effectively and efficiently. To that purpose, this research empirically explores ways in which the brand community construct can be adapted to philanthropic intent for non‐profit organizations to aid in the cultivation process. This paper presents the results of a survey of college alumni drawn from a commercially provided online panel, and examines the potential impact that institutional size may have upon the relationships of an alumni brand community and the community's expressed willingness to offer financial donations to the alma mater. From a theoretic perspective, this paper reveals that brand community is a significant contributor to this expression of philanthropic intent across universities of differing size. As a practical consideration, our findings produce additional evidence to affirm the notion that brand community is a robust construct that can be of value to development professionals who seek to build financial support for both small and large universities. Copyright © 2012 John Wiley & Sons, Ltd.     

浅谈3D虚拟社区与社交网站的融合发展

SNS网站和3D虚拟社区都是Web2.0时代重要的组成部分,虚拟世界和真实世界的融通已经越来越深刻也影响到人们的生活。作为Web2.0发展过程中的重要产物,3D虚拟社区也遇到了现实的发展困境。在网络和社交相互渗透的大趋势下,研究SNS社交网站和3D虚拟社区的特点和发展,探讨两者结合发展的可行性。     

Critical success criteria for B2B E-commerce systems in Chinese medical supply chain

The paper presents an exploratory investigation to determine and prioritise the critical success criteria, which can measure and guide the successful application and performance improvement of business to business e-commerce system (BBECS) in a medical supply chain's selling and buying functions, in the context of global business expansion. The research reveals that the buying and the selling functions have different prioritisations on the majority of the determined critical success measuring criteria. These criteria are categorised into three Critical Success Measuring Criteria Groups, for the selling and the buying functions, respectively, guiding medical supply chain members in harnessing the full advantage of a BBECS. For the selling function, the top critical success measuring criteria are as follows: integrating information searching/transmission and application processes, ensuring the reliability and timeliness of technical support, ensuring recognition and acceptance of e-commerce processes, displaying the organisation's business focus and product/service provisions online, securing a large scale/amount of business transactions, adjusting production outputs and inventory levels and having more registered users than competitors do. The top critical success measuring criteria for the buying function are as follows: securing the establishment of business relationships between businesses, displaying the measures ensuring mutual trust and cooperation online, ensuring employees' recognition of the benefit of e-commerce in increasing revenue, ensuring the contribution to the development and realisation of corporate strategy, achieving cost reduction for the organisation, making the purchase of famous brand products available/doable, securing a large scale/amount of business transactions, and ensuring the attainability of products/services at a lower price.     

Environmental and Business Communities of Practice: Graduate Students Comparing Community‐Relevant Language

The theory of communities of practice has found much acceptance in the organizational and social sciences literature. Although applied frequently to assess or explain phenomena, it has seen little research to identify the presence of barriers between communities of practice, or even just differences between such entities. Using members of the environmental and business communities, the following study identifies different communities of practice based on their linguistic repertoire. It also shows that members of one community can identify the linguistic content of another community's linguistic repertoire, with attention to business and environmental management. The research not only offers credence to the theory of communities of practice based on their linguistic repertoire, but it also offers avenues for further research in the use of language as a means of identity and segregation in various forms of institutional contexts. Copyright © 2011 John Wiley & Sons, Ltd and ERP Environment.     

奢侈品品牌社群对品牌延伸评价的影响研究

国内目前为止几乎没有将品牌社群与品牌延伸领域相结合的研究文章。本文分别从这2个领域中选择了既有很强理论价值又是品牌企业十分看重的品牌社群认同度、品牌社群参与度和品牌延伸评价三个潜变量,通过对来自汽车行业某奢侈品品牌社群的社群成员样本进行基于结构方程模型的数据分析,探讨了品牌社群认同度和参与度对品牌延伸评价的作用机理。研究结果证实了研究假设：品牌社群认同度对品牌延伸评价有正向作用,并且通过品牌社群参与度这个中介变量对品牌延伸评价有间接的正向影响。这个结论不仅为品牌社群作用的机理理论提供了较为有效的补充,还为奢侈品品牌企业建设、培育品牌社群和发展延伸品牌提供了较为有力的指导。