| 图书馆微博互动策略对品牌关系的影响研究 |
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| 引用本文： | 肖雪,严伟涛.图书馆微博互动策略对品牌关系的影响研究[J].图书情报工作,2014,58(22):78-83. |
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| 作者姓名： | 肖雪 严伟涛 |
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| 作者单位： | 南开大学商学院信息资源管理系 |
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| 基金项目： | 本文系国家社会科学基金项目“图书馆促进老年人阅读的创新研究”(项目编号:10CTQ002)和中国博士后科学基金资助项目“老年人数字阅读行为研究”(项目编号:2014M550139)研究成果之一. |
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| 摘 要： | 以新浪微博中用户关注度排名前10的图书馆为分析对象,共收集441条微博正文和1 841条微博评论,采用基于扎根理论的质性研究方法分析指出,图书馆微博互动策略主要包括社会性互动和专业性互动两种.其中:社会性互动策略主要影响用户的品牌情感、品牌满意和品牌社群;专业性互动主要影响用户的品牌认知、品牌满意、品牌情感、品牌期望、品牌社群和品牌承诺.据此,提出图书馆要调动用户参与,根据不同的效果预期实施不同的互动策略,重视用户不满并及时处理,着力构建用户品牌社群并发挥其价值.
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| 关 键 词： | 图书馆微博 互动策略 品牌关系 质性研究 |
| 收稿时间： | 2014-09-17 |
Study on the Effect of Microblog Interaction Strategies of Public Libraries on Brand Relationship |
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| Xiao Xue,Yan Weitao.Study on the Effect of Microblog Interaction Strategies of Public Libraries on Brand Relationship[J].Library and Information Service,2014,58(22):78-83. |
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| Authors: | Xiao Xue Yan Weitao |
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| Institution: | Department of Information Resource Management, Business School, Nankai University, Tianjin 300071 |
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| Abstract: | The article collects 441 posts and 1 841 follow-up from top 10 ranking public library microblogs in terms of user attention, and points out that the interaction strategies of library microblogs mainly include social interaction strategy and professional interaction strategy using qualitative method based on grounded theory. The social interaction strategy mainly influences users' brand emotion, satisfaction and community, while the professional interaction strategy influences users' brand cognition, satisfaction, emotion, community, expectation and commitment. Finally, implications for public library microblog are put forward as follows: promote users involvement, implement different interactive strategy according to different expectation, pay attention to users' dissatisfaction and deal with it timely, construct user community and play its full role. |
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| Keywords: | library microblog interaction strategy brand relationship qualitative research |
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