社群互动仪式、情感能量和粉丝忠诚

doi:10.16382/j.cnki.1000-5579.2021.03.011

摘要/Abstract

摘要：

品牌社群因其能够网聚诸多忠诚于品牌的铁杆粉丝而受到社会各界高度重视；从品牌社群基本特征—社群互动仪式切入，探究其影响粉丝忠诚的作用机制，具有重要的理论和现实价值。有鉴于此，基于前人量表，结合粉丝群体访谈，设计问卷并调研，采用偏最小二乘法对收集的有效样本数据进行验证性因子分析、结构方程模型分析和假设检验，结果发现：社群互动仪式包含人际互动仪式和自我互动仪式两个维度，它们对粉丝忠诚具有显著的正向影响作用；情感能量在社群互动仪式影响粉丝忠诚中起部分中介作用，此中介效应又受到网络密度的调节。以上发现是对现有品牌社群理论研究深度的进一步拓展，同时也在实践上为企业提供了新营销启示。

关键词: 社群互动仪式, 粉丝忠诚, 情感能量, 网络密度, 网络中心性

Abstract:

It has been recognized that brand community plays an important role in attracting loyal fans both online and offline. This paper explores the mechanism through which community interaction rituals, a fundamental component of brand community, influence fans’ loyalty. Based on the valid scales, combining with the fan group interview, a questionnaire was designed and investigated. With collected valid samples, confirmatory factor analysis, structural equation model analysis and hypothesis testing were conducted by partial least square method. The results show that interpersonal-interaction ritual and individual consumption ritual of self-interaction with communal material resources are two dimensions of community interaction rituals that have significant positive impact on fans’ loyalty. Emotional energy mediates the influence of community interaction rituals on fans’ loyalty. In addition, this loyalty is also moderated by network density. The practical managerial implications of these theoretical findings are also discussed.

Key words: community interaction ritual, fans loyalty, emotional energy, network density, network centrality

薛海波. 社群互动仪式、情感能量和粉丝忠诚[J]. 华东师范大学学报(哲学社会科学版), 2021, 53(3): 134-145.

Hai-bo XUE. Community Interaction Ritual，Emotional Energy and Fans’ Loyalty[J]. Journal of East China Normal University (Philosophy and Social Sciences), 2021, 53(3): 134-145.

图/表 9

表 1

表 2

表 3

表 4

图 1

表 5

图 2

表 6

图 3

参考文献 0

	胡岑岑, 2018, 《网络社区、狂热消费与免费劳动—近期粉丝文化研究的趋势》, 《中国青年研究》第6期。 doi: 10.3969/j.issn.1002-9931.2018.06.013
	靳代平、王新新、姚鹏, 2016, 《品牌粉丝因何而狂热?—基于内部人视角的扎根研究》, 《管理世界》第9期。
	鞠春彦、杨轩, 2019, 《核心粉丝是如何炼成的—基于文化资本视角下的粉丝社群研究》, 《中国青年研究》第7期。 doi: 10.3969/j.issn.1002-9931.2019.07.013
	兰德尔·柯林斯, 2012, 《互动仪式链》, 林聚任、王鹏、宋丽君译, 北京: 商务印书馆.
	李文明、吕福玉, 2014, 《“粉丝经济”的发展趋势与应对策略》, 《福建师范大学学报（哲学社会科学版）》第6期。
	马孝幸、辛红娟, 2013, 《粉丝（Fans）在中国的接受流变研究》, 《理论月刊》第2期。 doi: 10.3969/j.issn.1004-0544.2013.02.038
	冉雅璇、卫海英, 2017, 《品牌仪式如何形成?—基于扎根理论的探索性研究》, 《经济管理》第12期。
	孙乃娟、范秀成、张绮诗, 2019, 《消费仪式观研究述评与展望》, 《黑龙江社会科学》第5期。 doi: 10.3969/j.issn.1007-4937.2019.05.016
	薛海波, 2011a, 《品牌社群的组织界定与形成机理研究》, 《外国经济与管理》第10期。
	薛海波, 2011b, 《网络中心性、品牌社群融入影响社群绩效的实证研究》, 《当代财经》第10期。
	薛海波, 2015, 《品牌仪式:打造粉丝忠诚的利器》, 《清华管理评论》第1期。
	薛海波、王新新, 2011, 《品牌社群关系网络密度影响品牌忠诚的作用机制研究》, 《商业经济与管理》第8期。 doi: 10.3969/j.issn.1000-2154.2011.08.012
	尹一伊, 2020, 《粉丝研究流变:主体性、理论问题与研究路径》, 《全球传媒学刊》第1期。
	Antia, K. D. and Frazier, G. L., 2001, "The Severity of Contract Enforcement in Interfirm Channel Relationships", Journal of Marketing, Vol.65 No.4
	Belk,R. W., Wallendorf, M. and Sherry, J. F. JR., 1989, "The Sacred and the Profane in Consumer Behavior: Theodicy on the Odyssey", Journal of Consumer Research, Vol.16 No.1.
	Bradford, T. W. and Sherry, J. F. JR., 2015, "Domesticating Public Space through Ritual: Tailgating as Vestaval", Journal of Consumer Research, Vol.42 No.1
	Chun, S., Gentry, J. W. and McGinnis, L. P., 2005, “Ritual Aspects of Sports Consumption: How Do Sports Fans Become Ritualized?” Asia Pacific Advances in Consumer Research, Vol.6.
	Freeman, L. C., 1978/79, "Centrality in Social Networks Conceptual Clarification", Social Networks, Vol.1 No.3.
	Gainer, B., 1995, "Ritual and Influences Relationships: Interpersonal on Shared Consumption", Journal of Business Research, Vol.32 No.3.
	Herhausen, D., Ludwig, S., Grewal, D., Wulf, J. and Schoegel, M., 2019, "Detecting, Preventing, and Mitigating Online Firestorms in Brand Communities", Journal of Marketing, Vol.83 No.3
	Holt, D. B., 1992, "Examining the Description Value of ‘Ritual’ of Consumer Behavior: A View from the Field", Advances in Consumer Research, Vol.19
	Homburg, C., Ehm, L. and Artz, M., 2015, "Measuring and Managing Consumer Sentiment in an Online Community Environment", Journal of Marketing Research, Vol.52 No.5.
	Johnson, M. D., Herrmann, A. and Huber, F., 2006, "The Evolution of Loyalty Intentions", Journal of Marketing, Vol.70 No.2.
	Madupu, V. and Balaji, K., “The Relationship between Online Brand Community Participation and Consciousness of Kind, Moral Responsibility, and Shared Rituals and Traditions”, Advances in Consumer Research, Vol.35.
	Marthras, D., Cohen, A. B., Mandel, N. and Mick, D. G., 2016, "The Effects of Religion on Consumer Behavior: A Conceptual Framework and Research Agenda", Journal of Consumer Psychology, Vol.26 No.2
	McAlexander, J.H., Schouten, J.W. and Koenig, H.F., 2002, "Building Brand Community", Journal of Marketing, Vol.66 No.1.
	Moisio, R. and Beruchashvili, M., 2007, "‘We Just Gripe’ n Gripe…That’s All We Do!’: Performing the Griping Ritual in the Weight Watchers Brand Community", Advances in Consumer Research, Vol.34
	Muniz, A.M. JR. and O’Guinn, T.C., 2001, "Brand Community", Journal of Consumer Research, Vol.27 No.4
	Neale, L., 2010, "Loyalty and the Ritualistic Consumption of Entertainment", Continuum: Journal of Media & Cultural Studies, Vol.24 No.6.
	Neale, L., Mizerski, R. and Lee, A., 2008, “Measuring Consumer Rituals: A Marketing Application”, Proceedings Winter American Marketing Association Educators Conference: Marketing the Organization and its Products and Services, 15-19 February, Austin, Texas.
	Okleshen, C., 2001, "The Ritual Creation of Consumption Communities", Advances in Consumer Research, Vol.28
	Otnes, C., Ilhan, B. E., Yang, J. and Tami, N., 2009, "Consumer Mourning and Coping with the Loss of Strategic Rituals: The Case of Marshall Field & Co.", Advances in Consumer Research, Vol.36
	Park, C., 1999, The Influence of the Consumption Ritualization on Buying Behaviors, Department of Distribution Management, DongEui University.
	Phan, T. Q. and Godes, D., 2018, "The Evolution of Influence through Endogenous Link Formation", Marketing Science, Vol.37 No.2
	Preacher, K. J. and Hayer, A. F., 2008, "Asymptotic and Resampling Strategies for Assessing and Comparing Indirect Effects in Multiple Mediator Models", Behavior Research Methods, Vol.40 No.3
	Ramani, G. and Kumar, V., 2008, "Interaction Orientation and Firm Performance", Journal of Marketing, Vol.72 No.1
	Rook, D. W., 1984, "Ritual Behavior and Consumer Symbolism", Advances in Consumer Research, Vol.11
	Rook, D. W., 1985, "The Ritual Dimension of Consumer Behavior", Journal of Consumer Research, Vol.12 No.3
	Schroeder, J., Risen, J. L., Gino, F. and Norton, M. I., 2019, "Handshaking Promotes Deal-Making by Signaling Cooperative Intent", Journal of Personality and Social Psychology, Vol.116 No.5
	Shirom, A., 2003, “Feeling Vigorous at Work? The Construct of Vigor and the Study of Positive Affect in Organizations”, in Ganster, D. and Perrewe, P. L.（edt.）, Research in Organizational Stress and Well-being（Vol.3）, Greenwich, CT: JAI Press.
	Sredl, K. C., 2009, Consumer Pride and Consumption-Based Family Rituals: A Field Study, Zagreb, Croatia, University of Illinois at Urbana-Champaign.
	Thompson, S. A., Kim, M. and Smith, K. M., 2016, “Community Participation and Consumer-to-Consumer Helping: Does Participation in Third Party-Hosted Communities Reduce One’s Likelihood of Helping?” Journal of Marketing Research, Vol.53, No.2.
	Tian, A. D., Schroeder, J., Haubl, G., Risen, J. L., Norton, M. I. and Gino, F., 2018, "Enacting Rituals to Improve Self-Control", Journal of Personality and Social Psychology, Vol.114 No.6.
	Wasserman, S. and Faust, K., 1994, Social Network Analysis: Methods and Applications, Cambridge: Cambridge University Press.
	Weinberger, M. F., 2015, "Dominant Consumption Rituals and Intragroup Boundary Work: How Non-Celebrants Manage Conflicting Relational and Identity Goals", Journal of Consumer Research, Vol.42 No.3
	Yu, H., Burns, A. C. and Veeck, A., 2006, "The Meanings of Family Dinners for Young, Affluent Families in Urban China", Advances in Consumer Research, Vol.33

年龄	人	%	教育程度	人	%	职业	人	%	月均收入（元）	人	%	月均消费意愿（元）	人	%
20—29岁	224	71.8	大专	18	5.8	学生	92	29.5	1 000以下	29	9.3	100以下	7	2.2
30—39岁	82	26.3	本科	146	46.8	公司职员	164	52.6	1 001—2 000	58	18.6	101—300	95	30.4
40—49岁	6	1.9	研究生	148	47.4	事业单位职员	25	8.0	2 001—3 000	21	6.7	301—500	116	37.2
性别	人	%				公务员	6	1.9	3 001—5 000	67	21.5	501—800	83	6.6
女	75	24.0				个体老板	6	1.9	5 001—8 000	49	15.7	801—1000	11	3.5
男	237	76.0				其他	19	6.1	8 000以上	88	28.2	1000以上	0	0.0

潜变量	计量指标	因子载荷	T值	均值	标准差	克朗巴哈α系数
人际互动仪式（SRIT）	SRIT1	0.836	64.233	5.796	0.941	0.868
	SRIT2	0.901	79.945
	SRIT3	0.802	47.310
	SRIT4	0.845	41.371
自我互动仪式（PRIT）	PRIT1	0.886	43.878	4.773	0.662	0.734
自我互动仪式（PRIT）	PRIT2	0.890	45.000	4.773	0.662	0.734
粉丝忠诚（FANL）	FANL1	0.899	68.411	5.191	1.03	0.855
	FANL2	0.894	62.765
	FANL3	0.835	30.091
情感能量（EMEN）	EMEN1	0.912	117.241	5.220	0.920	0.663
情感能量（EMEN）	EMEN2	0.808	28.958	5.220	0.920	0.663
网络密度（NETD）	NETD3	0.984	7.501	4.392	0.958	0.854
	NETD4	0.815	7.824
	NETD5	0.701	6.399
网络中心性（NETC）	NETC4	0.987	3.832	3.610	0.987	0.924
	NETC5	0.801	2.215
	NETC6	0.862	2.616

	平均方差萃取值	组合信度	人际互动仪式	自我互动仪式	粉丝忠诚	情感能量	网络密度	网络中心性
人际互动仪式	0.717	0.910	0.847
自我互动仪式	0.790	0.882	?0.000	0.889
粉丝忠诚	0.768	0.909	0.511	0.196	0.876
情感能量	0.743	0.852	0.454	0.263	0.328	0.862
网络密度	0.708	0.877	?0.120	?0.069	0.067	?0.148	0.841
网络中心性	0.786	0.916	?0.113	0.158	0.250	0.031	0.443	0.887

	克朗巴哈α系数	组合信度	平均方差萃取值	人际互动仪式	自我互动仪式	粉丝忠诚
人际互动仪式	0.868	0.910	0.716	0.846
自我互动仪式	0.734	0.877	0.782	?0.001	0.884
粉丝忠诚	0.855	0.912	0.775	0.510	0.206	0.880

	克朗巴哈α系数	组合信度	平均方差萃取值	人际互动仪式	自我互动仪式	粉丝忠诚	情感能量
人际互动仪式	0.868	0.910	0.717	0.847
自我互动仪式	0.734	0.882	0.790	?0.003	0.889
粉丝忠诚	0.855	0.912	0.775	0.509	0.200	0.880
情感能量	0.663	0.852	0.743	0.455	0.262	0.315	0.862