企业微信平台使用对绩效的影响研究—价值共创与客户关系管理能力的中介作用

发布时间：2018-07-12 10:08

本文选题：企业微信平台使用 + 价值共创　；参考：《哈尔滨工业大学》2016年硕士论文

【摘要】：社交媒体的多样化,丰富了组织之间以及组织与个人之间的互动方式。社会各个部分都处在相互联系的环境中,加之资源是稀缺的,企业很难仅凭一己之力取得长足发展,越来越多的企业意识到,利用新兴的社交媒体寻求合作伙伴关系实现共赢的重要性。在中国,新兴社交媒体——微信,势如破竹般发展,承载着数亿万的用户资源,震惊了实践界。然而,有关微信的理论研究尚处于起步阶段,有些研究集中于微信的技术层面,有些研究集中于介绍微信的功能,且大部分研究立足于个人层面,很少研究集中于企业层面的微信平台使用及其影响。为了丰富这方面的研究,本文以企业微信平台使用为研究起点,从价值共创和客户关系管理能力的角度,在企业层面上,探讨企业微信平台使用及其对企业绩效的作用机制。为了探讨企业微信平台使用如何影响企业绩效这个问题,本文围绕四个关键变量——企业微信平台使用、价值共创、客户关系管理能力和企业绩效,建立研究模型。以资源基础理论和价值共创理论为理论基础,探讨各变量之间的关系。本文采用网络问卷的方法收集数据,所有的数据样本均来自中国地方企业,企业类型涵盖制造业、服务业、金融业等,由企业信息部门总经理或经理填写,共收集到235份有效数据。运用PLS和SPSS统计分析软件,分析检验数据的信度和效度,并通过偏最小二乘法和靴值分析对本文提出的5个假设进行验证。通过多重回归分析验证研究模型中的中介作用。研究结果显示,在中国情境因素下,企业微信平台使用分别显著正向影响价值共创和客户关系管理能力；客户关系管理能力和价值共创分别对企业绩效有显著正向的影响作用；价值共创作为中介变量,分别部分中介了企业微信平台使用和客户关系管理能力对企业绩效的正向作用；客户关系管理能力作为中介变量,部分中介了企业微信平台使用对企业绩效的正向作用。最后,对实证研究结果进行讨论,从理论和实践两方面阐述本文的贡献,提出研究不足,并对未来研究提出了展望。
[Abstract]:The diversity of social media enriches the interaction between organizations and individuals. Each part of the society is in an interconnected environment and resources are scarce. It is very difficult for enterprises to make great progress on their own. More and more enterprises realize that, The importance of using emerging social media to seek partnerships for win-win results. In China, WeChat, an emerging social media, has rocked the world of practice with hundreds of millions of users. However, the theoretical research on WeChat is still in its infancy. Some researches focus on the technical level of WeChat, others focus on introducing the function of WeChat, and most of the studies are based on the personal level. Few studies have focused on the use and impact of WeChat platforms at the enterprise level. In order to enrich this research, this paper takes the use of enterprise WeChat platform as the starting point of research, from the perspective of value creation and customer relationship management ability, discusses the use of enterprise WeChat platform and its mechanism of action on enterprise performance at the enterprise level. In order to discuss how the use of enterprise WeChat platform affects enterprise performance, this paper builds a research model around four key variables: the use of enterprise WeChat platform, the creation of value, the ability of customer relationship management and enterprise performance. Based on resource-based theory and value-creating theory, the relationship between variables is discussed. This paper uses the method of network questionnaire to collect data. All the data samples are from local enterprises in China. The types of enterprises include manufacturing, service, finance and so on, which are filled out by the general manager or manager of enterprise information department. A total of 235 valid data were collected. The reliability and validity of the test data are analyzed by using PLS and SPSS statistical analysis software, and the five hypotheses proposed in this paper are verified by partial least square method and boot value analysis. The intermediation in the model is verified by multiple regression analysis. The results show that the use of WeChat platform has a significant positive impact on value creation and customer relationship management ability under the situation of China, and customer relationship management ability and value creation have significant positive effects on enterprise performance. As intermediary variables, value creation partly mediates the positive effect of the use of WeChat platform and the ability of customer relationship management on the performance of the enterprise, and the ability of customer relationship management as the intermediary variable. Some mediates the positive effect of using WeChat platform on enterprise performance. Finally, the paper discusses the results of empirical research, expounds the contribution of this paper from both theoretical and practical aspects, points out the deficiency of the research, and puts forward a prospect for future research.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274

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