顾客间互动、社群意识与顾客公民行为的关系研究
发布时间：2019-03-17 09:37
【摘要】：顾客间互动作为服务互动的一种普遍互动模式,极大地影响着顾客行为。目前学术界主要研究了顾客间互动对购买意愿、顾客满意、顾客忠诚的影响,顾客间互动影响顾客公民行为的研究相对缺乏,且大多在现实场景下进行。顾客公民行为是顾客无形中充当企业"员工",自愿做出的对企业有益的行为,它对企业的可持续发展起到重要作用,现实中,企业除了重视顾客的直接购买行为,越来越关注顾客公民行为给企业创造的隐性价值。随着移动互联网的发展,以企业为主导的虚拟品牌社群蓬勃出现,为顾客间互动提供了新的平台。本文在虚拟品牌社群的背景下,探讨顾客间互动是否会显著正向影响顾客公民行为。同时,本文引入社群意识这一变量,即成员参与社群的过程中产生共享利益、获得归属和依附的情感,成员认识到自己与其他成员存在某种联系的感受,来丰富顾客公民行为的形成机制。本研究在理论分析后,构建了顾客间互动、社群意识和顾客公民行为三者之间的关系模型。通过结构方程进行假设检验,从而探讨顾客间互动对顾客公民行为的影响机制。本研究在虚拟品牌社群的背景下收集475份有效问卷,得出以下结论:(1)人际互动对顾客公民行为的三个维度都有显著正向影响;信息互动只显著正向影响顾客帮助,但对顾客推荐和顾客反馈的影响不显著,原因可能是信息互动是顾客间单纯地关于品牌产品的交流,是简单的信息交换过程,这会影响顾客帮助其他顾客的行为,但并不会导致顾客做出额外的推荐及反馈行为。(2)信息互动及人际互动均对社群意识有显著正向影响。(3)社群意识对顾客公民行为的三个维度都有显著正向影响。(4)社群意识在人际互动与顾客公民行为的三维度之间均起到中介作用,也在信息互动与顾客帮助之间起到中介作用。本文的理论贡献在于,实证检验了虚拟品牌社群背景下,顾客间互动与顾客公民行为之间的关系,证实了社群意识对顾客公民行为产生正向影响,丰富了顾客公民行为的前因变量,同时还验证了社群意识在顾客间互动和顾客公民行为之间的中介作用。本文的实践意义是,企业应当重视虚拟品牌社群的建设和管理,了解顾客间互动对顾客公民行为的影响,积极引导良性的顾客间互动特别是人际互动,还应当关注顾客成员的社群意识,促进顾客公民行为的产生。
[Abstract]:Customer interaction, as a universal interaction mode of service interaction, greatly affects customer behavior. At present, the academic circles mainly study the influence of customer interaction on purchase intention, customer satisfaction, customer loyalty, and the research of customer interaction on customer citizenship behavior is relatively lacking, and most of them are carried out in the real world. Customer citizenship behavior is an invisible "employee" of the enterprise, which is voluntary and beneficial to the enterprise. It plays an important role in the sustainable development of the enterprise. In reality, the enterprise not only attaches importance to the direct purchase behavior of the customer, but also plays an important role in the sustainable development of the enterprise. More and more attention is paid to the implicit value created by customer citizenship behavior for enterprises. With the development of mobile Internet, enterprise-led virtual brand community appears vigorously, which provides a new platform for customer interaction. Under the background of virtual brand community, this paper discusses whether customer interaction has a significant positive impact on customer citizenship behavior. At the same time, this paper introduces the variable of community consciousness, that is, in the process of members' participation in the community, they generate shared interests, obtain feelings of belonging and attachment, and members realize that they feel that they have some kind of connection with other members. To enrich the formation mechanism of customer citizenship behavior. After theoretical analysis, this study constructs the relationship model among customer interaction, community awareness and customer citizenship behavior. Based on the hypothesis test of structural equation, this paper discusses the influence mechanism of customer interaction on customer citizenship behavior. This study collected 475 valid questionnaires under the background of virtual brand community and drew the following conclusions: (1) interpersonal interaction has a significant positive impact on the three dimensions of customer citizenship behavior; Information interaction has only a significant positive impact on customer help, but has little impact on customer recommendation and customer feedback. The reason may be that information interaction is simply a communication between customers about brand products, and is a simple information exchange process. This can affect the behavior of customers to help other customers, But it does not lead customers to make additional recommendation and feedback behavior. (2) Information interaction and interpersonal interaction have a significant positive impact on community awareness. (3) Community awareness has significant impact on the three dimensions of customer citizenship behavior. (4) Community consciousness plays an intermediary role in the three dimensions of interpersonal interaction and customer citizenship behavior. (4) Community consciousness plays an intermediary role in the three dimensions of interpersonal interaction and customer citizenship behavior. It also plays an intermediary role between information interaction and customer help. The theoretical contribution of this paper lies in the empirical examination of the relationship between customer interaction and customer citizenship behavior in the context of virtual brand community, which proves that community consciousness has a positive impact on customer citizenship behavior. It enriches the pre-dependent variables of customer citizenship behavior, and also verifies the mediating role of community consciousness between customer interaction and customer citizenship behavior. The practical significance of this paper is that enterprises should attach importance to the construction and management of virtual brand community, understand the impact of customer interaction on customer citizenship behavior, and actively guide positive customer interaction, especially interpersonal interaction. Attention should also be paid to the community awareness of customer members to promote the emergence of customer citizenship behavior.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274
本文编号：2442162
[Abstract]:Customer interaction, as a universal interaction mode of service interaction, greatly affects customer behavior. At present, the academic circles mainly study the influence of customer interaction on purchase intention, customer satisfaction, customer loyalty, and the research of customer interaction on customer citizenship behavior is relatively lacking, and most of them are carried out in the real world. Customer citizenship behavior is an invisible "employee" of the enterprise, which is voluntary and beneficial to the enterprise. It plays an important role in the sustainable development of the enterprise. In reality, the enterprise not only attaches importance to the direct purchase behavior of the customer, but also plays an important role in the sustainable development of the enterprise. More and more attention is paid to the implicit value created by customer citizenship behavior for enterprises. With the development of mobile Internet, enterprise-led virtual brand community appears vigorously, which provides a new platform for customer interaction. Under the background of virtual brand community, this paper discusses whether customer interaction has a significant positive impact on customer citizenship behavior. At the same time, this paper introduces the variable of community consciousness, that is, in the process of members' participation in the community, they generate shared interests, obtain feelings of belonging and attachment, and members realize that they feel that they have some kind of connection with other members. To enrich the formation mechanism of customer citizenship behavior. After theoretical analysis, this study constructs the relationship model among customer interaction, community awareness and customer citizenship behavior. Based on the hypothesis test of structural equation, this paper discusses the influence mechanism of customer interaction on customer citizenship behavior. This study collected 475 valid questionnaires under the background of virtual brand community and drew the following conclusions: (1) interpersonal interaction has a significant positive impact on the three dimensions of customer citizenship behavior; Information interaction has only a significant positive impact on customer help, but has little impact on customer recommendation and customer feedback. The reason may be that information interaction is simply a communication between customers about brand products, and is a simple information exchange process. This can affect the behavior of customers to help other customers, But it does not lead customers to make additional recommendation and feedback behavior. (2) Information interaction and interpersonal interaction have a significant positive impact on community awareness. (3) Community awareness has significant impact on the three dimensions of customer citizenship behavior. (4) Community consciousness plays an intermediary role in the three dimensions of interpersonal interaction and customer citizenship behavior. (4) Community consciousness plays an intermediary role in the three dimensions of interpersonal interaction and customer citizenship behavior. It also plays an intermediary role between information interaction and customer help. The theoretical contribution of this paper lies in the empirical examination of the relationship between customer interaction and customer citizenship behavior in the context of virtual brand community, which proves that community consciousness has a positive impact on customer citizenship behavior. It enriches the pre-dependent variables of customer citizenship behavior, and also verifies the mediating role of community consciousness between customer interaction and customer citizenship behavior. The practical significance of this paper is that enterprises should attach importance to the construction and management of virtual brand community, understand the impact of customer interaction on customer citizenship behavior, and actively guide positive customer interaction, especially interpersonal interaction. Attention should also be paid to the community awareness of customer members to promote the emergence of customer citizenship behavior.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274
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1 田婷;顾客间互动、社群意识与顾客公民行为的关系研究[D];山东大学;2017年
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