顾客契合理论视角下的非交易型网络社区的成员心流体验研究

发布时间：2018-07-17 00:49

【摘要】：网络社区是以兴趣认同、在线聚合的形式存在的网络共同体,其生存之本在于成员的主动分享与互动,共同创造体验价值。随着网络评论成为购物时的重要外部线索,非交易型网络社区由于其第三方平台的非盈利性质,在影响消费者的购买决策时起到了非常重要的参考作用。而非交易型网络社区和成员的直接经济利益不相关,其运营的核心正是顾客契合理论所主张的,激发成员对品牌表现出持续的心理联系和行为参与。笔者基于非交易型社区成员的互助价值行为,从顾客契合理论视角探讨个体亲社会价值倾向和社区价值感知对网络社区成员心流体验形成的影响作用。通过对国内主流非交易型虚拟社区209名成员的抽样问卷调查,实证结果表明:社区价值对成员信息共享行为和互助行为均存在显著影响;亲社会价值倾向仅对成员的互助行为影响显著,对信息共享行为影响不显著;社区成员的助人行为和信息共享行为都对成员心流体验存在显著影响。
[Abstract]:The online community is a network community which exists in the form of interest identity and online aggregation. Its survival is based on the active sharing and interaction of the members to create the experience value together. As online reviews become an important external clue when shopping, non-transactional online communities, because of their non-profit nature of third-party platforms, play a very important reference role in influencing consumers' purchasing decisions. However, the direct economic interests of non-transactional online communities are not related to the members' direct economic interests. The core of their operation is the customer fit theory, which stimulates the members to show sustained psychological connection and behavioral participation to the brand. Based on the mutual help value behavior of non-transactional community members, the author discusses the influence of individual pro-social value tendency and community value perception on the formation of flow experience of network community members from the perspective of customer fit theory. Based on a sample questionnaire survey of 209 members of the mainstream non-transactional virtual community in China, the empirical results show that: community value has a significant impact on the information sharing behavior and mutual assistance behavior of the members; Pro-social value tendency only has significant influence on the mutual help behavior of members, but not on information sharing behavior, and community members' helping behavior and information sharing behavior have significant influence on members' heart-flow experience.
【作者单位】：福州大学经济管理学院;华侨大学工商管理学院;
【基金】：教育部人文社会科学研究规划基金项目”基于协同创新的企业知识产权合作研究”(项目编号:13YJA870012) 泉州市社会规划项目“泉州民营企业协同创新网络结构动态优化研究”(项目编号:2014D07)
【分类号】：F274

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