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消费者于在线社会网络当中具有维系、获取与投资虚拟社会资本的需要,由此引发消费者消费、贡献与创作与品牌相关的内容信息的行为。本研究首先通过文献综述解释虚拟社会资本及消费与品牌相关的在线行为的概念,进而通过深度访谈,运用扎根理论的技术方法,通过开放式编码、主轴编码及选择性编码三个步骤对访谈记录进行文本分析,建构虚拟社会资本对消费者与品牌相关的在线行为影响的机理模型。模型显示联结强度与信息安全性等外部因素会影响消费者是维系、获取或投资虚拟社会资本的动机,消费者消费、贡献与创作与品牌相关的信息内容受到外部与内部不同因素的影响,越是高层次的行为,消费者受到的影响因素越多。
Consumers have the need of maintaining, acquiring and investing in virtual social capital in online social networks, thus triggering consumers’ consumption, contribution and creation of brand-related content information. This research first explains the concept of virtual social capital and consumption-brand-related online behavior through literature review, and then through in-depth interviews, the use of grounded theory of technical methods, through open coding, spindle coding and selective coding three steps to interview records Conduct a text analysis and construct a mechanism model of the influence of virtual social capital on the online behavior related to consumers and brands. The model shows that external factors such as link strength and information security will affect consumers’ motivation to maintain, acquire or invest virtual social capital. Consumer information, consumer contribution, creation and brand information are affected by external and internal factors. Is a high-level behavior, consumers are affected by the more factors.