{"title":"网络品牌社区参与的需求层次模型及其测度","authors":"Lihong Chen, Xinfeng Yan","doi":"10.1504/IJEMR.2018.10010277","DOIUrl":null,"url":null,"abstract":"We report the development of demand hierarchy model and its measurement for online brand community participation (OBCP) and make online consumer demand more transparent. This research contributes to develop the model of OBCP that can match the novel network relationship between consumers and at the same time be measurable and management-effective in OBCP. Grounded theory was adopted to explore the demand contents and measurement items of OBCP. The reliability and validity analysis were tested as well to evaluate the overall effectiveness of the questionnaire. Five dimensions of demands were distinguished, each with specific connotation and behavioural motive towards the hierarchal demand structure model. The scale can be used as measurement instrument for OBCP demand and will be helpful for related empirical research. The study results recommend that practitioners carefully identify information of demands of customers in online brand community and plan targeting online marketing strategies while consumer satisfaction could be enhanced.","PeriodicalId":35056,"journal":{"name":"International Journal of Electronic Marketing and Retailing","volume":"9 1","pages":"167-183"},"PeriodicalIF":0.0000,"publicationDate":"2018-04-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Demand hierarchy model and its measurement for online brand community participation\",\"authors\":\"Lihong Chen, Xinfeng Yan\",\"doi\":\"10.1504/IJEMR.2018.10010277\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"We report the development of demand hierarchy model and its measurement for online brand community participation (OBCP) and make online consumer demand more transparent. This research contributes to develop the model of OBCP that can match the novel network relationship between consumers and at the same time be measurable and management-effective in OBCP. Grounded theory was adopted to explore the demand contents and measurement items of OBCP. The reliability and validity analysis were tested as well to evaluate the overall effectiveness of the questionnaire. Five dimensions of demands were distinguished, each with specific connotation and behavioural motive towards the hierarchal demand structure model. The scale can be used as measurement instrument for OBCP demand and will be helpful for related empirical research. The study results recommend that practitioners carefully identify information of demands of customers in online brand community and plan targeting online marketing strategies while consumer satisfaction could be enhanced.\",\"PeriodicalId\":35056,\"journal\":{\"name\":\"International Journal of Electronic Marketing and Retailing\",\"volume\":\"9 1\",\"pages\":\"167-183\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2018-04-11\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Electronic Marketing and Retailing\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1504/IJEMR.2018.10010277\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q3\",\"JCRName\":\"Business, Management and Accounting\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Electronic Marketing and Retailing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1504/IJEMR.2018.10010277","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
Demand hierarchy model and its measurement for online brand community participation
We report the development of demand hierarchy model and its measurement for online brand community participation (OBCP) and make online consumer demand more transparent. This research contributes to develop the model of OBCP that can match the novel network relationship between consumers and at the same time be measurable and management-effective in OBCP. Grounded theory was adopted to explore the demand contents and measurement items of OBCP. The reliability and validity analysis were tested as well to evaluate the overall effectiveness of the questionnaire. Five dimensions of demands were distinguished, each with specific connotation and behavioural motive towards the hierarchal demand structure model. The scale can be used as measurement instrument for OBCP demand and will be helpful for related empirical research. The study results recommend that practitioners carefully identify information of demands of customers in online brand community and plan targeting online marketing strategies while consumer satisfaction could be enhanced.
期刊介绍：
The IJEMR is a scholarly and refereed journal that provides an authoritative source of information for scholars, academicians, and professionals in the fields of electronic marketing and retailing. The journal promotes the advancement, understanding, and practice of electronic marketing and retailing. Manuscripts offering theoretical, conceptual, and practical contributions are encouraged.
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