虚拟品牌社群顾客间互动的结构维度探索及测量量表开发

发布时间：2018-06-08 03:23

本文选题：虚拟品牌社群 + 顾客间互动　；参考：《管理学报》2017年01期

【摘要】：Web2.0技术的发展和社会化媒体的涌现使得虚拟环境中顾客间互动日益频繁。现有顾客间互动研究多集中于实体环境,虚拟环境中的相关研究匮乏。虚拟品牌社群连接品牌、顾客与潜在顾客,是虚拟环境中顾客间互动的重要平台。运用关键事件法并结合互动内容,对虚拟品牌社群顾客间互动的结构维度进行了探索性研究并开发和检验了测量量表。结果表明,虚拟品牌社群顾客间互动的满意事件多于不满意事件;其结构维度包括产品信息交互、正面情感传递、自我认同表露、社交礼仪违背和虚假不当信息5个维度,又细分为10个子维度;其测量量表包含上述5个维度,具体由29个测量题项构成,信度分析、探索性因子分析和验证性因子分析结果显示,量表的信度和效度良好。
[Abstract]:With the development of Web 2.0 technology and the emergence of social media, the interaction between customers in virtual environment is becoming more and more frequent. The existing research on customer interaction is mostly focused on the physical environment, and the related research in virtual environment is scarce. Virtual brand community connects brand, customer and potential customer, which is an important platform for customer interaction in virtual environment. Using the key event method and the interactive content, the structural dimension of customer interaction in virtual brand community was studied and the measurement scale was developed and tested. The results showed that there were more satisfaction events than dissatisfactory events among customers in virtual brand community, and the structural dimensions included product information interaction, positive emotional transmission, self-identification disclosure, social etiquette violation and false improper information. The measurement scale is composed of 29 measurement items, reliability analysis, exploratory factor analysis and confirmatory factor analysis. The results show that the reliability and validity of the scale are good.
【作者单位】：中南财经政法大学工商管理学院;河南财政金融学院学报编辑部;
【基金】：国家自然科学基金资助青年项目(71202179)
【分类号】：F274

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