在线社会支持对顾客创新行为的影响——基于自我效能的中介作用

发布时间：2018-03-21 23:18

本文选题：在线社会支持　切入点：创新自我效能　出处：《企业经济》2017年05期 　论文类型：期刊论文

【摘要】：顾客创新是企业实现产品创新的重要途径,它不仅有助于企业获得更多的产品创意和更准确的顾客需求,还有利于提高顾客品牌忠诚度。本文基于社会资源交换理论和社会认知理论,以在线品牌社区为研究背景,构建了在线社会支持通过创新自我效能的中介作用影响顾客创新行为的理论假设模型,并采用问卷调查法,利用469份有效问卷实证检验了该理论假设模型。根据结构方程模型(SEM)的分析结果发现:在线社会支持不仅对顾客创新行为具有正向的影响作用,而且通过创新自我效能的中介作用间接影响顾客创新行为。研究结果一方面深化了社会资源交换理论和社会认知理论在营销中的应用,另一方面能够为在线品牌社区管理者提供有益的实践建议,即管理者应给顾客提供接受社会支持的良好条件,增强创新自我效能,从而激发顾客创新行为。
[Abstract]:Customer innovation is an important way for enterprises to achieve product innovation. It is not only helpful for enterprises to obtain more product creativity and more accurate customer demand. Based on the theory of social resource exchange and social cognition, this paper takes online brand community as the research background. The theoretical hypothesis model of online social support influencing customer innovation behavior through the intermediary function of innovation self-efficacy is constructed, and a questionnaire survey method is used. The theoretical hypothetical model is tested by 469 valid questionnaires. According to the structural equation model (SEM), it is found that online social support not only has a positive effect on customer innovation behavior, but also has a positive effect on customer innovation behavior. The research results, on the one hand, deepen the application of social resource exchange theory and social cognition theory in marketing. On the other hand, it can provide useful practical advice for online brand community managers, that is, managers should provide good conditions for customers to accept social support, enhance innovation self-efficacy, and thus stimulate customer innovation behavior.
【作者单位】：暨南大学管理学院;
【基金】：国家自然科学基金青年项目“企业社会责任类型与感知品牌伪善之间的关系研究”(项目编号:71602072) 教育部人文社会科学青年项目“社会互动视角的中国式顾客关系双驱动模型”(项目编号:14YJC630094) 广东省社会科学重点研究基地企业发展研究所创新培育项目“转型社会下服务企业品牌信任的驱动机制研究”(项目编号:2015CP06)
【分类号】：F274;F713.55

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