虚拟品牌社区中顾客感知支持对分享信息意愿的影响
发布时间：2018-12-11 02:10
【摘要】：在虚拟品牌社区中，，企业营销管理面临的新挑战来自于顾客角色的变化，传统的企业顾客关系与权力的平衡正在向顾客倾斜。企业希望通过虚拟品牌社区加强与顾客之间的关系，并通过顾客的分享信息行为获得价值。顾客感知支持为这种新型社交顾客关系管理提供了研究切入点。 本文首先回顾了有关顾客感知支持、顾客信任、虚拟品牌社区和分享信息意愿的国内外文献，基于组织支持理论，从顾客感知的视角探讨企业为顾客提供组织支持的有效性，构建了顾客感知支持、顾客信任和分享信息意愿的关系模型。在先前学者的研究基础上确定测量模型和研究设计，通过问卷调查的方式收集，运用结构方程模型分析方法检验顾客感知支持维度划分的有效性以及顾客感知支持、顾客信任和分享信息意愿之间的影响关系。本研究的样本主要来自于新浪微博企业版这一类虚拟品牌社区的成员，共回收240份有效问卷，采用结构方程模型进行假设检验，研究结果表明，顾客感知支持的三个关键构成维度对社区成员信任的建立和分享信息意愿的提升具有显著的影响作用，同时证明信任在顾客感知支持和分享信息意愿的影响关系中起到中介作用。研究结果识别出企业在虚拟品牌社区中的新角色，提出了企业通过传递组织支持加强虚拟品牌社区管理的措施建议，期望为国内虚拟品牌社区实际的管理工作提供借鉴参考。
[Abstract]:In the virtual brand community, the new challenge of enterprise marketing management comes from the change of customer role. The traditional balance of customer relationship and power is tilting towards customers. The enterprise hopes to strengthen the relationship with customers through virtual brand community and gain value by sharing information among customers. Customer perceived support provides a starting point for this new type of social customer relationship management. This paper first reviews the domestic and foreign literature on customer perceived support, customer trust, virtual brand community and the willingness to share information. Based on the theory of organizational support, this paper discusses the effectiveness of corporate organizational support for customers from the perspective of customer perception. The relationship model of customer perceived support, customer trust and the willingness to share information is constructed. On the basis of previous research, the measurement model and research design are determined, and the structure equation model analysis is used to test the validity of customer perception support dimension division and customer perception support. The relationship between customer trust and the willingness to share information. The sample of this study is mainly from the members of the virtual brand community of Sina Weibo Enterprise Edition. 240 valid questionnaires were collected, and the structural equation model was used to test the hypothesis. The results show that, The three key dimensions of customer perceived support have a significant impact on the building of community members' trust and the promotion of their willingness to share information. It also proves that trust plays an intermediary role in the relationship between customer perceived support and the willingness to share information. The research results identify the new role of enterprises in the virtual brand community, and put forward some suggestions on how to support virtual brand community management through the transfer organization, which is expected to provide a reference for the actual management of virtual brand community in China.
【学位授予单位】：北京理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274
本文编号：2371661
[Abstract]:In the virtual brand community, the new challenge of enterprise marketing management comes from the change of customer role. The traditional balance of customer relationship and power is tilting towards customers. The enterprise hopes to strengthen the relationship with customers through virtual brand community and gain value by sharing information among customers. Customer perceived support provides a starting point for this new type of social customer relationship management. This paper first reviews the domestic and foreign literature on customer perceived support, customer trust, virtual brand community and the willingness to share information. Based on the theory of organizational support, this paper discusses the effectiveness of corporate organizational support for customers from the perspective of customer perception. The relationship model of customer perceived support, customer trust and the willingness to share information is constructed. On the basis of previous research, the measurement model and research design are determined, and the structure equation model analysis is used to test the validity of customer perception support dimension division and customer perception support. The relationship between customer trust and the willingness to share information. The sample of this study is mainly from the members of the virtual brand community of Sina Weibo Enterprise Edition. 240 valid questionnaires were collected, and the structural equation model was used to test the hypothesis. The results show that, The three key dimensions of customer perceived support have a significant impact on the building of community members' trust and the promotion of their willingness to share information. It also proves that trust plays an intermediary role in the relationship between customer perceived support and the willingness to share information. The research results identify the new role of enterprises in the virtual brand community, and put forward some suggestions on how to support virtual brand community management through the transfer organization, which is expected to provide a reference for the actual management of virtual brand community in China.
【学位授予单位】：北京理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274
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相关期刊论文 前1条
1 金立印;;网络口碑信息对消费者购买决策的影响：一个实验研究[J];经济管理;2007年22期
本文编号：2371661
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