NDLI: Research on the influence of netease cloud music virtual community perception on consumers' purchase intention

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Research on the influence of netease cloud music virtual community perception on consumers' purchase intention

Content Provider	Semantic Scholar
Author	Lv, Xiaoping Tang, Zhi-Bo
Copyright Year	2019
Abstract	Based on the existing theoretical research and combined with the in-depth interview and questionnaire survey, the research explores the relationship among the "virtual community perception" of netease cloud music, brand attachment and purchase intention. Finally, combined with the above research conclusions, this paper puts forward several management and marketing Suggestions for platform operators. 网易云音乐虚拟社区感知对消费者购买意愿的影响研究姚慧 , 吕筱萍, 唐至博浙江工商大学工商管理学院,杭州,浙江,中国浙江工商大学工商管理学院,杭州,浙江,中国浙江工商大学工商管理学院,杭州,浙江,中国 840317727@qq.com,hzluxp@163.com, 1154230241@qq.com 姚慧关键词: 网易云音乐;虚拟社区感知;品牌依恋;购买意愿中文摘要:近几年各大数字音乐平台纷纷结合用户社交属性在产品设计中融入社交元素用以提高用户社交体验,“音乐社交”理念逐渐得到业界和学术圈的关注和重视。本研究基于现有理论研究,结合用户深度访谈和问卷调查,探讨网易云音乐“虚拟社区感知”、品牌依恋和购买意愿三者之间的关系,并对平台运营方提出数条管理和营销建议。 1. 引言互联网线上人群正逐步呈现着线下人群社会网络相关特征,越来越多的消费者因具备共同爱好借助线上渠道实现联结并形成虚拟社区,这一切都使得消费者的生活方式发生了极大程度上的变化,虚拟社区更倾向于采用平台软渗透的方式进行表达和展示,进而得以实现企业品牌和产品销售的高精准营销。怎样有效促进社区成员参与、保持持久稳定的用户关联、 5th International Conference on Humanities and Social Science Research (ICHSSR 2019) Copyright © 2019, the Authors. Published by Atlantis Press. This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/). Advances in Social Science, Education and Humanities Research, volume 319
File Format	PDF HTM / HTML
DOI	10.2991/ichssr-19.2019.111
Alternate Webpage(s)	https://download.atlantis-press.com/article/125909187.pdf
Alternate Webpage(s)	https://doi.org/10.2991/ichssr-19.2019.111
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Notice

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