虚拟社区知识分享对消费者—品牌关系的影响研究 中国经济出版社 【春节也发货】
- 作者：张洁梅,齐少静,赵永强
- 著：张洁梅,齐少静,赵永强
- 装帧：平装
- 印次：1
- 定价：69.00
- ISBN：9787513666183
- 出版社：中国经济出版社
- 开本：16开
- 印刷时间：暂无
- 语种：暂无
- 出版时间：2021-09-01
- 页数：192
- 外部编号：1202507329
- 版次：1
- 成品尺寸：暂无
1 绪论
1.1 研究背景与意义
1.1.1 研究背景
1.. 研究意义
. 研究思路和内容
.. 研究思路
.. 研究内容
1.3 研究目的和方法
1.4 技术路线与结构安排
1.4.1 技术路线
1.4.2 结构安排
1.5 创新之处
2 理论基础与文献综述
2.1 相关理论基础
2.1.1 SOR模型
2.. 信息接受模型
2.1.3 沉浸理论
2.1.4 依恋理论
2.1.5 社会认知理论
2.2 相关文献回顾
2.2.1 虚拟社区知识分享
2.2.2 虚拟社区感
2.2.3 消费者—品牌关系
2.2.4 产品涉入度
2.2.5 知识分享后效相关
2.3 文献评述
3 研究设与理论模型
3.1 研究设
3.1.1 知识分享与虚拟社区感
3.. 虚拟社区感与消费者—品牌关系
3.1.3 虚拟社区感的中介作用
3.1.4 产品涉入度的调节作用
3.2 理论模型
4 研究设计
4.1 变量测量
4.1.1 自变量的测量
4.. 中介变量的测量
4.1.3 调节变量的测量
4.1.4 结果变量的测量
4.2 问卷设计
4.3 调查对象
5 实分析
5.1 描述统计分析
5.2 信度检验
5.3 效度检验
5.4 相关分析
5.5 主效应检验
5.6 中介效应检验
5.7 调节效应检验
5.8 实研究结果
6 案例研究
6.1 完美日记案例分析
6.1.1 完美日记公司简介
6.. 完美日记品牌社区创建
6.1.3 完美日记社区知识分享
6.1.4 完美日记社区营销不足之处
6.1.5 关于虚拟社区构建的启示
6.2 小米案例分析
6.2.1 小米公司简介
6.2.2 小米品牌社区创建
6.2.3 小米社区知识分享特点
6.2.4 小米价值共创过程
6.2.5 小米社区营销不足
6.2.6 虚拟品牌社区的营销建议
6.2.7 关于虚拟社区管理的启示
6.3 小红书案例分析
6.3.1 小红书平台介绍
6.3.2 小红书用户
6.3.3 小红书虚拟社区
6.3.4 小红书虚拟社区营销
6.3.5 小红书虚拟社区发展瓶颈与建议
6.4 哔哩哔哩案例分析
6.4.1 哔哩哔哩简介
6.4.2 B站虚拟社区构建
6.4.3 知识分享特点及主体
6.4.4 B站价值共创模式
6.4.5 B站虚拟社区的效果分析
6.4.6 B站虚拟社区的不足
6.4.7 B站虚拟社区的改进建议
6.4.8 B站虚拟社区运营的启示
6.5 海狸先生
6.5.1 海狸先生品牌简介
6.5.2 依托直播构建虚拟社区
6.5.3 效果分析
6.5.4 知识分享成功的原因
6.5.5 关于直播类虚拟社区构建的启示
6.6 多案例分析结果及启示
6.6.1 整合不同平台构建虚拟社区
6.6.2 聚合与分类的精细化管理
6.6.3 从源头把关质量
6.6.4 意见高效分享
6.6.5 利用品牌价值实现留存
6.6.6 技术创新应对环境挑战
7 研究结论及展望
7.1 研究结论
7.2 管理启示
7.3 不足之处和研究展望
7.3.1 不足之处
7.3.2 研究展望
参考文献
附录 虚拟品牌社区知识分享对消费者—品牌关系的影响研究
张洁梅，女，1979年月生，河南镇平人。博士、博士后、教授。河南大学特聘教授。河南大学商学院营销学研究所所长。主要研究方向为消费者行为、知识管理等。在《经济管理》、《管理评论》等学术期刊发表40余篇学术。出版专著3部，教材1部。主持社科项目、人文社科项目等20余项。获得河南省社会科学很好成果二等奖等奖励，河南省教育厅学术技术带头人、河南省高校青年骨、河南省高校科技创新人才。
Shipping Overview:
• Shipping: Standard Domestic Shipping within the United States charges USD 4.99. Standard International Shipping from United Kingdom, Germany and Japan to the United States charges 14.99.
• Order Processing: Please allow 1-2 business days for order processing and preparation before shipment.
• Domestic Shipping: Orders within the U.S. are shipped via USPS or FedEx, depending on the origin of the product. The average transit time is 3-7 business days.
• International Shipping: Currently, we only ship within the USA.
• Tracking Information: Every order is trackable. You will receive a tracking number once your order has been shipped. Products may be shipped from various global fulfillment centers.
Shipping Delays:
Please note that shipping times may vary due to factors beyond our control, such as weather conditions, natural disasters, or peak holiday periods. While we strive to ensure timely delivery, the exact arrival time cannot be guaranteed and is managed by the shipping carrier.
Shipping Options:
-
Standard Delivery: Most orders are shipped within 3-7 business days. Larger items may utilize LTL shipping for safe handling.
-
Handling Time: We handle shipments on business days (Monday - Friday), with a preparation time of 1-2 days.
-
Additional Charges: Some items require additional shipping charges due to their size, weight, or special handling. These charges are specified on the product pages and are not eligible for shipping discounts.
-
Exclusions: Gift cards, packaging, taxes, and prior purchases do not count toward the minimum purchase requirement for free shipping. This offer is valid only for shipments to U.S. addresses, including Puerto Rico.
Delivery Details:
-
Estimates: Standard shipping within the US typically takes 3-7 business days. These are estimates and not guarantees.
-
Shipping Restrictions: We ship to all 50 states, Washington, DC, U.S. territories, and APO/FPO/DPO addresses. Shipping options vary based on the delivery address.
-
Remote Areas: Shipments to remote areas may incur additional charges or require pickup from a nearby shipping partner’s location.
Shipping Confirmation:
You will receive a shipping confirmation email with a tracking number as soon as your order is dispatched. If you do not receive this email immediately, please be assured that your items will arrive within the estimated delivery window provided at checkout.
Order Modifications:
If you need to cancel or modify your order, please contact our customer support immediately.
Issues with Delivery:
If your order shows as delivered but you have not received it, please contact the shipping carrier directly to resolve the issue. For persistent problems, contact our customer service at cs@everymarket.com.
Customer Support:
Our team is available 24/7 to assist you with any questions or concerns regarding your order. We are committed to ensuring a smooth shopping experience.
Return & Refund Policy Overview
Please review our return and refund policies below to ensure a smooth transaction process.
Return Policy
-
Duration: You have 30 days from receiving your item to initiate a return.
-
Condition: Items must be unworn, unwashed, with original tags and packaging intact.
-
Shipping Costs: Customers are responsible for return shipping costs.
-
Packaging: Ensure returned items are well-packaged to avoid damage during transit.
-
Tracking: Use a trackable and insured shipping method as we are not liable for items lost or damaged on return.
-
Initiating a Return: Contact us at cs@everymarket.com to start your return. We will provide a return shipping label and instructions upon approval. Returns without prior approval will not be accepted.
How to Return
-
Method: Returns must be sent back by mail to the address provided in the return instructions.
Return Label
-
Defective Products: Return labels are provided for defective items.
-
Non-Defective Returns: Customers are responsible for obtaining their return shipping label.
Product Conditions for Return
-
Eligible Products: Returns are only accepted for items in new condition.
Nonreturnable Items
Certain items are not eligible for return:
-
Electronic devices after 30 days (e.g., computers, laptops, Kindles)
-
Gift cards, prepaid game cards
-
Perishable goods, live insects, some jewelry, some health and personal care items
-
Customized or personalized products
-
Items with special shipping restrictions
Refund Policy
-
Window: Eligible products may be returned within 30 days of delivery for a refund.
-
Refund Method: Refunds are processed to the original payment method or as store credit for items purchased with gift cards.
-
Processing Time: Refunds are processed within 3-5 business days after we receive the return; please allow additional time for shipping and bank processing.
Claims
Inspect your order upon arrival and report any defects, damages, or incorrect items immediately to allow us to address the issue. For claims, contact our support team with details of the issue.
Exchange Policy
For the quickest service, return your original item and place a new order for the desired product once your return is accepted.
Return Address
EveryMarket Customer Service 2101 E Terra Ln, O'Fallon, MO 63366
Customer Support
Available 24/7 for any questions or assistance needed:
-
Phone: +1 636-312-5925
-
Email: cs@everymarket.com
- 作者：张洁梅,齐少静,赵永强
- 著：张洁梅,齐少静,赵永强
- 装帧：平装
- 印次：1
- 定价：69.00
- ISBN：9787513666183
- 出版社：中国经济出版社
- 开本：16开
- 印刷时间：暂无
- 语种：暂无
- 出版时间：2021-09-01
- 页数：192
- 外部编号：1202507329
- 版次：1
- 成品尺寸：暂无
1 绪论
1.1 研究背景与意义
1.1.1 研究背景
1.. 研究意义
. 研究思路和内容
.. 研究思路
.. 研究内容
1.3 研究目的和方法
1.4 技术路线与结构安排
1.4.1 技术路线
1.4.2 结构安排
1.5 创新之处
2 理论基础与文献综述
2.1 相关理论基础
2.1.1 SOR模型
2.. 信息接受模型
2.1.3 沉浸理论
2.1.4 依恋理论
2.1.5 社会认知理论
2.2 相关文献回顾
2.2.1 虚拟社区知识分享
2.2.2 虚拟社区感
2.2.3 消费者—品牌关系
2.2.4 产品涉入度
2.2.5 知识分享后效相关
2.3 文献评述
3 研究设与理论模型
3.1 研究设
3.1.1 知识分享与虚拟社区感
3.. 虚拟社区感与消费者—品牌关系
3.1.3 虚拟社区感的中介作用
3.1.4 产品涉入度的调节作用
3.2 理论模型
4 研究设计
4.1 变量测量
4.1.1 自变量的测量
4.. 中介变量的测量
4.1.3 调节变量的测量
4.1.4 结果变量的测量
4.2 问卷设计
4.3 调查对象
5 实分析
5.1 描述统计分析
5.2 信度检验
5.3 效度检验
5.4 相关分析
5.5 主效应检验
5.6 中介效应检验
5.7 调节效应检验
5.8 实研究结果
6 案例研究
6.1 完美日记案例分析
6.1.1 完美日记公司简介
6.. 完美日记品牌社区创建
6.1.3 完美日记社区知识分享
6.1.4 完美日记社区营销不足之处
6.1.5 关于虚拟社区构建的启示
6.2 小米案例分析
6.2.1 小米公司简介
6.2.2 小米品牌社区创建
6.2.3 小米社区知识分享特点
6.2.4 小米价值共创过程
6.2.5 小米社区营销不足
6.2.6 虚拟品牌社区的营销建议
6.2.7 关于虚拟社区管理的启示
6.3 小红书案例分析
6.3.1 小红书平台介绍
6.3.2 小红书用户
6.3.3 小红书虚拟社区
6.3.4 小红书虚拟社区营销
6.3.5 小红书虚拟社区发展瓶颈与建议
6.4 哔哩哔哩案例分析
6.4.1 哔哩哔哩简介
6.4.2 B站虚拟社区构建
6.4.3 知识分享特点及主体
6.4.4 B站价值共创模式
6.4.5 B站虚拟社区的效果分析
6.4.6 B站虚拟社区的不足
6.4.7 B站虚拟社区的改进建议
6.4.8 B站虚拟社区运营的启示
6.5 海狸先生
6.5.1 海狸先生品牌简介
6.5.2 依托直播构建虚拟社区
6.5.3 效果分析
6.5.4 知识分享成功的原因
6.5.5 关于直播类虚拟社区构建的启示
6.6 多案例分析结果及启示
6.6.1 整合不同平台构建虚拟社区
6.6.2 聚合与分类的精细化管理
6.6.3 从源头把关质量
6.6.4 意见高效分享
6.6.5 利用品牌价值实现留存
6.6.6 技术创新应对环境挑战
7 研究结论及展望
7.1 研究结论
7.2 管理启示
7.3 不足之处和研究展望
7.3.1 不足之处
7.3.2 研究展望
参考文献
附录 虚拟品牌社区知识分享对消费者—品牌关系的影响研究
张洁梅，女，1979年月生，河南镇平人。博士、博士后、教授。河南大学特聘教授。河南大学商学院营销学研究所所长。主要研究方向为消费者行为、知识管理等。在《经济管理》、《管理评论》等学术期刊发表40余篇学术。出版专著3部，教材1部。主持社科项目、人文社科项目等20余项。获得河南省社会科学很好成果二等奖等奖励，河南省教育厅学术技术带头人、河南省高校青年骨、河南省高校科技创新人才。
Shipping Overview:
• Shipping: Standard Domestic Shipping within the United States charges USD 4.99. Standard International Shipping from United Kingdom, Germany and Japan to the United States charges 14.99.
• Order Processing: Please allow 1-2 business days for order processing and preparation before shipment.
• Domestic Shipping: Orders within the U.S. are shipped via USPS or FedEx, depending on the origin of the product. The average transit time is 3-7 business days.
• International Shipping: Currently, we only ship within the USA.
• Tracking Information: Every order is trackable. You will receive a tracking number once your order has been shipped. Products may be shipped from various global fulfillment centers.
Shipping Delays:
Please note that shipping times may vary due to factors beyond our control, such as weather conditions, natural disasters, or peak holiday periods. While we strive to ensure timely delivery, the exact arrival time cannot be guaranteed and is managed by the shipping carrier.
Shipping Options:
-
Standard Delivery: Most orders are shipped within 3-7 business days. Larger items may utilize LTL shipping for safe handling.
-
Handling Time: We handle shipments on business days (Monday - Friday), with a preparation time of 1-2 days.
-
Additional Charges: Some items require additional shipping charges due to their size, weight, or special handling. These charges are specified on the product pages and are not eligible for shipping discounts.
-
Exclusions: Gift cards, packaging, taxes, and prior purchases do not count toward the minimum purchase requirement for free shipping. This offer is valid only for shipments to U.S. addresses, including Puerto Rico.
Delivery Details:
-
Estimates: Standard shipping within the US typically takes 3-7 business days. These are estimates and not guarantees.
-
Shipping Restrictions: We ship to all 50 states, Washington, DC, U.S. territories, and APO/FPO/DPO addresses. Shipping options vary based on the delivery address.
-
Remote Areas: Shipments to remote areas may incur additional charges or require pickup from a nearby shipping partner’s location.
Shipping Confirmation:
You will receive a shipping confirmation email with a tracking number as soon as your order is dispatched. If you do not receive this email immediately, please be assured that your items will arrive within the estimated delivery window provided at checkout.
Order Modifications:
If you need to cancel or modify your order, please contact our customer support immediately.
Issues with Delivery:
If your order shows as delivered but you have not received it, please contact the shipping carrier directly to resolve the issue. For persistent problems, contact our customer service at cs@everymarket.com.
Customer Support:
Our team is available 24/7 to assist you with any questions or concerns regarding your order. We are committed to ensuring a smooth shopping experience.
Return & Refund Policy Overview
Please review our return and refund policies below to ensure a smooth transaction process.
Return Policy
-
Duration: You have 30 days from receiving your item to initiate a return.
-
Condition: Items must be unworn, unwashed, with original tags and packaging intact.
-
Shipping Costs: Customers are responsible for return shipping costs.
-
Packaging: Ensure returned items are well-packaged to avoid damage during transit.
-
Tracking: Use a trackable and insured shipping method as we are not liable for items lost or damaged on return.
-
Initiating a Return: Contact us at cs@everymarket.com to start your return. We will provide a return shipping label and instructions upon approval. Returns without prior approval will not be accepted.
How to Return
-
Method: Returns must be sent back by mail to the address provided in the return instructions.
Return Label
-
Defective Products: Return labels are provided for defective items.
-
Non-Defective Returns: Customers are responsible for obtaining their return shipping label.
Product Conditions for Return
-
Eligible Products: Returns are only accepted for items in new condition.
Nonreturnable Items
Certain items are not eligible for return:
-
Electronic devices after 30 days (e.g., computers, laptops, Kindles)
-
Gift cards, prepaid game cards
-
Perishable goods, live insects, some jewelry, some health and personal care items
-
Customized or personalized products
-
Items with special shipping restrictions
Refund Policy
-
Window: Eligible products may be returned within 30 days of delivery for a refund.
-
Refund Method: Refunds are processed to the original payment method or as store credit for items purchased with gift cards.
-
Processing Time: Refunds are processed within 3-5 business days after we receive the return; please allow additional time for shipping and bank processing.
Claims
Inspect your order upon arrival and report any defects, damages, or incorrect items immediately to allow us to address the issue. For claims, contact our support team with details of the issue.
Exchange Policy
For the quickest service, return your original item and place a new order for the desired product once your return is accepted.
Return Address
EveryMarket Customer Service 2101 E Terra Ln, O'Fallon, MO 63366
Customer Support
Available 24/7 for any questions or assistance needed:
-
Phone: +1 636-312-5925
-
Email: cs@everymarket.com
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