品牌社区中管理员支持感、社区支持感与顾客创新行为

发布时间：2018-09-18 19:24

【摘要】：作为一种网络组织,品牌社区与传统组织相似,其管理者与社区整体也能让社区中的顾客感知到支持感和认同感。本文基于组织支持理论与社会认同理论,通过对手机品牌社区中322份问卷数据进行多元回归分析和中介作用检验,研究了管理员支持感、社区支持感与顾客创新行为的关系。结果表明:管理员有其独特的作用;管理员支持感能够增强组织支持感;管理员支持感与组织支持感均能促进顾客对品牌的认同、对社区成员的认同;管理员支持感与组织支持感都能通过增强品牌认同和社区成员认同促进顾客创新行为的产生。企业应当意识到顾客创新是一种新兴的创新模式,而品牌社区是顾客创新的重要来源地。企业要通过激励管理员产生支持行为、营造更好的社区支持感、增强顾客对品牌和成员的认同感等方式来促进顾客做出创新行为。
[Abstract]:As a network organization, brand community is similar to traditional organizations, and its managers and community as a whole can also make customers in the community feel a sense of support and identity. Based on the organizational support theory and the social identity theory, this paper studies the relationship among administrator support, community support and customer innovation behavior through multivariate regression analysis and intermediary function test on 322 questionnaire data in mobile phone brand community. The results show that the administrator has its unique role, the sense of administrator support can enhance the sense of organizational support, the sense of administrator support and the sense of organizational support can both promote the recognition of the brand and the community members. Both administrative support and organizational support can promote customer innovation by enhancing brand identity and community membership identity. Enterprises should realize that customer innovation is a new innovation mode and brand community is an important source of customer innovation. Enterprises should encourage managers to produce supportive behavior, create better sense of community support, and enhance customer identity to brand and members to promote customer innovation behavior.
【作者单位】：东北财经大学国际商学院;
【基金】：国家自然科学基金项目“大众生产的组织模式与网络机制研究:社会网络的视角与方法”(71272052) 国家社会科学基金重大项目“新组织理论与组织治理研究”(11&ZD153)
【分类号】：F273.1;F274

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