インターネット・コミュニティにおける消費者行動 : ブランド・コミュニティにおける消費者の態度形成について(大会報告論文:幸福・不幸と社会経済システム)

抄録

This study suggests a new direction for how a consumer behavior is described on a brand community as the Internet community. The brand community is a specialized, nongeographically bound community, based on a structured set of social relations among admires of a brand. The concept of brand community consists of three aspects : shared consciousness, rituals and traditions, and a sense of moral responsibility. In this paper, the brand community is classified into two types. One is the enterprise based brand community and the other is the consumer based brand community. The former is building for the profit by enterprises ; on the other hand the later is building for the nonprofit by consumers. Each type is characterized in order to clarify the orientation of consumers. Then the other applicable measurement which is shown by the degree of consumer involvement is applied for establishing a matrix of two dimensions. One coordinate axis is named a type of brand community, the other one is a degree of consumer involvement. Finally, the types of consumers on the brand community are extracted four categories as type A, type B, type C, and, type D. Type A is on the enterprise based brand community and on the high consumer involvement. Type B is on the consumer based brand community and on the high consumer involvement. Type C is on the enterprise based brand community and on the low consumer involvement. Type D is on the consumer based brand community and on the low consumer involvement. The finding is that type B has a remarkable process to build the consumers attitude on the brand community.