基于虚拟品牌社区的顾客价值共创行为转化研究

发布时间：2018-06-14 11:53

本文选题：虚拟品牌社区 + 价值共创　；参考：《广东工业大学》2017年硕士论文

【摘要】：虚拟品牌社区作为企业与顾客、顾客与顾客之间进行价值共创的典型平台,顾客在该平台中既表现出价值共创所必需的顾客参与行为,如顾客在虚拟品牌社区中与其他成员进行互动、通过虚拟品牌社区了解品牌产品的信息、参与企业组织的各类活动等,又表现出价值共创所非必需的公民行为,如顾客积极的口碑宣传、完善产品的建设性反馈、分享产品使用体验以及帮助其他顾客等。在未来,如何充分地利用顾客资源和顾客能力成为了企业竞争的重点和成败的关键,企业希望顾客在虚拟品牌社区的价值共创中实施参与行为的同时进一步地表现出公民行为,以帮助企业降低营销成本,促进新市场的开拓,减轻企业员工的服务付出,提高产品质量和运营效率。为了帮助企业达到这一目的,有必要弄清楚基于虚拟品牌社区的顾客参与行为如何向顾客公民行为转化,所涉及的中间因素有哪些。首先,本文通过对价值共创领域相关文献进行分析综述,发现较多学者分别研究顾客参与行为或顾客公民行为,涉及概念内涵、维度构成、各自的前因及结果影响等,关于两种价值共创行为之间转化的研究较少。鉴于此,提出本文的研究问题:系统性研究基于虚拟品牌社区的顾客参与行为向顾客公民行为转化的机理。其次,针对研究问题,本文进行了理论分析。通过对以往研究中顾客参与行为的结果变量和顾客公民行为的前因变量的分析,结合前人的研究成果,以“行为-认知-情感-行为”为主线,以顾客参与行为、顾客体验价值、顾客满意、顾客承诺、顾客公民行为为变量构建了研究模型,并提出研究假设。最后,本文运用有效数据进行了实证分析。结果发现:顾客参与行为对顾客公民行为和顾客体验价值有显著正向影响;顾客体验价值对顾客满意和顾客承诺有显著正向影响,并分别在顾客参与行为对顾客满意、顾客承诺的影响关系中起着中介效应;顾客满意对顾客承诺有显著正向影响,并在顾客体验价值对顾客承诺的影响关系中起着中介效应;顾客承诺对顾客公民行为有显著正向影响,并在顾客体验价值对顾客公民行为的影响关系中起着中介效应。因此,顾客参与行为能直接向顾客公民行为转化,也通过顾客体验价值、关系质量向顾客公民行为间接转化。本文的研究有一定的创新和意义,主要体现在以下三个方面:第一,基于虚拟品牌社区对顾客价值共创行为转化进行研究,扩展了研究的情境。第二,将顾客体验价值纳入顾客价值共创行为转化的研究中,丰富了研究内容。第三,对企业如何更好地利用虚拟品牌社区进行价值共创具有一定的启示作用。
[Abstract]:Virtual brand community is a typical platform for value creation between enterprises and customers and between customers and customers. If the customer interacts with other members in the virtual brand community, understands the information of the brand product through the virtual brand community, participates in all kinds of activities organized by the enterprise, and shows the citizen behavior which is not necessary to create value together. Such as positive word of mouth publicity, improve the product of constructive feedback, share product use experience and help other customers and so on. In the future, how to make full use of customer resources and customer ability has become the key to the competition and success of enterprises. Enterprises hope that customers can participate in the value creation of virtual brand community and further demonstrate their civic behavior at the same time. In order to help enterprises reduce marketing costs, promote the development of new markets, reduce the service paid by employees, improve product quality and operational efficiency. In order to help enterprises achieve this goal, it is necessary to find out how to transform customer participation behavior based on virtual brand community to customer citizenship behavior, and what are the intermediate factors involved. First of all, through the analysis and summary of the related literature in the field of value creation, we find that more scholars study customer participation behavior or customer citizenship behavior respectively, involving the concept connotation, dimension composition, their antecedents and effects of results, etc. There is little research on the transformation between two value creation behaviors. In view of this, this paper puts forward the research questions: systematically study the mechanism of the transformation from customer participation behavior to customer citizenship behavior based on virtual brand community. Secondly, aiming at the research problem, this paper carries on the theoretical analysis. Through the analysis of the result variables of customer participation behavior and the former dependent variables of customer citizenship behavior in the past studies, combining the previous research results, taking "Behavior-Cognitive-Affective behavior" as the main line, taking customer participation behavior as the main line. Customer experience value, customer satisfaction, customer commitment and customer citizenship behavior are variables. Finally, this paper uses valid data to carry on the empirical analysis. The results show that customer participation behavior has significant positive influence on customer citizenship behavior and customer experience value, customer experience value has significant positive effect on customer satisfaction and customer commitment, and customer participation behavior has significant positive effect on customer satisfaction. Customer satisfaction has a significant positive impact on customer commitment and plays an intermediary role in the relationship between customer experience value and customer commitment. Customer commitment has a significant positive impact on customer citizenship behavior and plays an intermediary role in the relationship between customer experience value and customer citizenship behavior. Therefore, customer participation behavior can be transformed directly to customer citizenship behavior, but also through customer experience value, relationship quality to customer citizenship behavior indirect transformation. This paper has some innovation and significance, mainly reflected in the following three aspects: first, based on the virtual brand community to create customer value behavior transformation, expand the research situation. Secondly, the study of customer experience value into the transformation of customer value creation behavior enriches the research content. Thirdly, it has some enlightening effect on how to make use of virtual brand community to create value.
【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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