知识获取方式对社区公民成员行为及品牌认同的影响研究——基于虚拟品牌社区的实证研究

发布时间：2018-03-26 03:14

本文选题：虚拟品牌社区　切入点：知识获取　出处：《南京师大学报(社会科学版)》2014年03期

【摘要】：对学术界和实践界而言,如何使社区成员形成社区公民行为,同时如何把社区活动转化为品牌建立活动并实现卓越的品牌认同,正变得越来越重要、越来越迫切。本文首次尝试把知识管理领域和组织行为领域的"知识获取方式"和"组织公民行为"引入到品牌社区研究中来,并深入探讨了不同的知识获取方式对品牌认同的差异性作用及其影响机理。实证研究结果表明:同静态知识获取方式相比,动态知识获取方式会更强地促进顾客的社区公民行为;与角色内行为相比,社区公民行为更强地促进了社区成员的品牌认同。最后,本文探讨了研究的理论贡献与实践贡献,阐述了研究的局限,并提出了未来研究启示。
[Abstract]:For academia and the practice community, how to make community members form community citizenship behavior, and how to transform community activities into brand building activities and achieve outstanding brand identity, is becoming increasingly important. For the first time, this paper attempts to introduce "knowledge acquisition" and "organizational citizenship behavior" in the field of knowledge management and organizational behavior into the research of brand community. The paper also discusses the different effects of different knowledge acquisition methods on brand identity and its influence mechanism. The empirical results show that: compared with static knowledge acquisition methods, The dynamic knowledge acquisition method will promote the customer's community citizenship behavior more strongly. Compared with the role behavior, the community citizenship behavior will promote the brand identity of the community members more strongly. Finally, this paper discusses the theoretical and practical contributions of the research. The limitation of the research is expounded and the enlightenment of future research is put forward.
【作者单位】：对外经济贸易大学国际商学院;
【基金】：国家社科基金重大项目(12&ZD205和11&ZD004);国家社科基金重点项目(10AGL009) 国家自然科学基金(71072019) 对外经济贸易大学杰出青年学者培育计划和优秀博士学位论文培育项目(81100815)的阶段性成果
【分类号】：C912.6;D669.3

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