消费类虚拟社区顾客公民行为研究

发布时间：2018-02-21 08:33

本文关键词： 消费类虚拟社区顾客公民行为关系质量个体动机自我效能感粘性倾向　出处：《大连理工大学》2013年博士论文　论文类型：学位论文

【摘要】：无论是在传统环境中还是在互联网环境下,企业营销的目的和核心都是建立和维系持久的顾客关系。与传统商业环境相比,互联网为企业提供了与顾客直接交互的机会和能力,拉近了企业与顾客之间的距离。但是,互联网也同时最大限度地降低了顾客在网络环境中的注意力和忠诚度。在网络环境下,企业培育忠诚顾客的目标变得更加难以实现。虚拟社区的出现和发展,为企业在互联网环境下建立和维系持久的顾客关系提供了一个有效的途径。越来越多的企业通过自建消费类虚拟社区或借助第三方消费类虚拟社区来加强自身与顾客之间的关系。但是,作为web2.0技术支撑的一种互联网应用,消费类虚拟社区与其他类型的虚拟社区一样具有开放性和自组织性,社区对顾客是否参与社区、参与社区的程度以及顾客在社区中的行为缺乏控制力。因此,至目前为止,企业在借助虚拟社区管理顾客关系的实践中,尚未能够找到切实有效的方法。在理论研究领域,目前学者们对虚拟社区环境下顾客行为的探讨主要集中于顾客参与行为、鼠碑行为和知识共享行为。尽管这些相关研究为企业的虚拟社区管理实践提供了一定的理论支持,但是,由于上述概念的内涵要么过于宽泛,包含了顾客在社区中的所有行为,要么过于狭窄,只反映了顾客在社区中的个别行为,因此,从企业管理顾客关系、培育忠诚顾客的角度来讲,现有的虚拟社区顾客行为研究还尚未找到一个合适的切入点。顾客公民行为是顾客主动自愿做出的对企业有益的一种行为,可以为企业通过虚拟社区管理顾客行为、发展顾客关系提供有益的启示。但是目前,这一概念还尚未引起虚拟社区顾客行为研究领域的关注,同时,现有的顾客公民行为研究也忽略了互联网虚拟社区这一重要的研究情境。以此为背景,本文在消费类虚拟社区情境下,以现有的顾客公民行为研究为基础,借鉴已有的虚拟社区顾客参与、鼠碑和知识共享行为相关研究,以虚拟社区顾客公民行为为核心概念,开展了三个阶段的研究工作。首先,本文在消费类虚拟社区情境下界定了虚拟社区顾客公民行为的概念并开发了相应的测量量表。在文献回顾和定性访谈的基础上,本文将虚拟社区顾客公民行为定义为,虚拟社区成员主动自愿做出的对虚拟社区有益的行为。借鉴组织公民行为的“多焦点”研究方法,本文首先将虚拟社区顾客公民行为按照指向和直接受益对象的不同区分为两类：CCBO和CCBI。其中,CCBO代表指向虚拟社区并直接对虚拟社区有益的顾客公民行为；CCBI代表指向社区其他成员,直接对社区其他成员有益并间接对虚拟社区有益的顾客公民行为。结合文献回顾和定性访谈的结果,本文在消费类虚拟社区情境下,识别出虚拟社区顾客公民行为的7个维度,其中,指向虚拟社区的顾客公民行为(CCBO)包括4个维度,分别是拥护、反馈、宽容和监督；指向社区其他成员的顾客公民行为(CCBI)包括3个维度,分别是求助回应、分享和支持。本文利用消费类虚拟社区访问者样本数据,开发了包括上述7个维度的虚拟社区顾客公民行为测量量表,检验结果表明该量表具有很好的信度和效度。然后,在上述量表开发的基础上,本文基于社会交换理论、关系营销理论和自我决定理论,构建了虚拟社区顾客公民行为的前因理论模型,并以社会认知理论为基础检验了自我效能感在两类不同指向的顾客公民行为(CCBO和CCBI)与其前因变量之间的调节作用。其中,CCBO的前因包括社区满意、社区信任和感知社区支持；CCBI的前因包括互惠动机、声誉动机、兴趣动机和利他动机。分析结果表明,在CCBO的前因中,社区满意对CCBO的影响作用最强,感知社区支持的影响次之,而社区信任的影响作用则表现为不显著；在CCBI的前因中,互惠动机的影响作用最强,兴趣动机和利他动机次之,而声誉动机的影响作用不显著。调节作用方面,自我效能感显著调节社区满意和感知社区支持对CCBO的影响,自我效能感对社区信任与CCBO之间关系的调节作用不显著；自我效能感显著调节互惠动机、声誉动机、兴趣动机和利他动机对CCBI的影响作用,其中自我效能感显著负向调节声誉动机与CCBI之间的关系。最后,本文以关系营销理论为基础,对虚拟社区顾客公民行为对顾客社区粘性倾向的影响进行了研究并进行了实证检验。结果表明,在消费类虚拟社区中,两类不同指向的顾客公民行为(CCBO和CCBI)对顾客的社区粘性倾向均具有重要的影响作用。本文研究的创新点是：(1)以现有文献和消费者定性访谈结果为基础,本研究在消费类虚拟社区情境下界定了虚拟社区顾客公民行为的概念,并基于消费类虚拟社区访问者样本开发了具有良好信度与效度的虚拟社区顾客公民行为测量量表。(2)以社会交换理论、关系营销理论和自我决定理论为基础,在消费类虚拟社区研究情境下,探查出两类不同指向的顾客公民行为(CCBO和CCBI)具有不同的前因,并分别进行了实证检验。(3)以社会认知理论为基础,提出并验证了自我效能感对两类不同指向的顾客公民行为(CCBO和CCBI)与其前因变量之间的关系具有调节作用。此外,本文构建并检验了两种指向的虚拟社区顾客公民行为对顾客虚拟社区粘性倾向的影响。
[Abstract]:Whether in the traditional environment or in the Internet environment, the purpose and core of enterprise marketing is to establish and maintain lasting customer relationships. Compared with the traditional business environment, the Internet provides a direct interaction with the customer the opportunity and ability for the enterprise, narrowing the distance between the enterprise and the customer. However, the Internet also maximize to reduce the customers in the network environment, attention and loyalty. In the network environment, the enterprise to cultivate loyal customers become more difficult to achieve goals.
The emergence of virtual communities and development, provides an effective way for enterprises to establish and maintain lasting customer relationships in the Internet environment. More and more enterprises through self consumer virtual community or by third party consumer virtual community to strengthen its relationships with customers. However, as a kind of Internet application technology Web2.0 the virtual community consumer virtual community and other types of the same openness and self-organization, whether community on customer participation in the community, the lack of control of community participation in the community and the degree of customer behavior. Therefore, so far, in practice the enterprise customer relationship management with the virtual community, not yet to find effective ways.
In the field of theoretical research, the study on customer behavior in virtual community environment, scholars mainly focus on customer participation, WOM behavior and knowledge sharing behavior. Although the related research provides a certain theoretical support for virtual community management practice of enterprise but because the connotation of the above-mentioned concept or too broad, including customer all activities in the community, or too narrow, only reflect the individual customer behavior in the community, therefore, from the enterprise management of customer relationship, cultivate customer loyalty perspective, research on virtual community customer behavior existing has yet to find a suitable starting point. Customer citizenship behavior is a kind of behavior is beneficial to the enterprise the customer voluntarily made, for enterprises through virtual community management and customer behavior, provide the beneficial enlightenment from the development of customer relationship. However, this concept also Research in the field of virtual community has not caused the attention of customer behavior, at the same time, the existing research on customer citizenship behavior also ignored the Internet virtual community which is one of the most important research situation. Based on this background, this article in the consumer virtual community context, to study the customer citizenship behavior based on existing reference to existing customers to participate in the virtual community, related study on the behavior and knowledge sharing in the monument to the virtual community, customer citizenship behavior as the core concept, the research work has been carried out in three stages.
First of all, the article defines the concept of virtual community and customer citizenship behavior in the consumer virtual community in the context of development and the corresponding scale. Based on literature review and qualitative interview, the customer citizenship behavior is defined as virtual community, virtual community members to make active beneficial to the virtual community reference behavior. Organizational citizenship behavior "focus" research methods, firstly, the virtual community and customer citizenship behavior according to the different direction and direct benefit to distinguish objects into two categories: CCBO and CCBI., CCBO to the virtual community and customer citizenship behavior is directly beneficial to the virtual community; CCBI represents to the other members of the community, customer citizenship behavior directly other members of the community beneficial and indirectly benefit on the virtual community. With literature review and qualitative interview results, based on the consumer virtual community. Under the environment, identify the 7 dimensions of the virtual community and customer citizenship behavior among them, pointing to the customer citizenship behavior in the virtual community (CCBO) includes 4 dimensions, namely feedback, support, tolerance and supervision; customer citizenship behavior to other members of the community (CCBI) includes 3 dimensions, namely for response share and support. The consumer virtual community visitors sample data, we developed a virtual community customer citizenship behavior scale including the above 7 dimensions, test results show that the scale has good reliability and validity.
Then, based on the amount of the development scale, based on social exchange theory, relationship marketing theory and self determination theory, antecedent to build a theoretical model of the virtual community and customer citizenship behavior, and based on the social cognitive theory examines the self-efficacy of customer citizenship behavior of different points in two categories (CCBO and CCBI) regulation between its antecedent variables. Among them, CCBO antecedents include community satisfaction, community trust and perceived community support; CCBI antecedents include reciprocal motivation, reputation motivation, interest motivation and altruistic motives. The analysis results show that in the antecedent of CCBO, the strongest influence on CCBO community satisfaction, perceived community support effect second, while the effect of community trust is not significant; in the antecedent of CCBI, the strongest effect of reciprocity motivation, interest motivation and altruistic motivation of reputation motivation The effect is not significant. The moderating effects of self-efficacy, moderating community satisfaction and perceived community support on the effects of CCBO on self-efficacy moderating effect on the relationship between community trust and CCBO are not significant; self-efficacy significantly regulate the mutual motivation, reputation motivation, interest motivation and altruistic motivation impacts on CCBI, including self-efficacy negatively moderates the relationship between reputation and CCBI.
Finally, based on the theory of relationship marketing, the influence of virtual community and customer citizenship behavior on customer community stickiness intention were studied and tested. The results showed that in the consumer virtual community, two kinds of different points of customer citizenship behavior (CCBO and CCBI) community to customers have the tendency of viscous effect an important role.
The innovation of this paper is: (1) based on the existing literature and qualitative interviews of consumers based on the results, this study defines the concept of virtual community and customer citizenship behavior in the consumer virtual community context, and consumer virtual community visitors sample was developed based on the virtual community and customer citizenship behavior questionnaire has good reliability and validity.. (2) based on the social exchange theory, relationship marketing theory and self determination theory, in the context of consumer virtual community, find out two kinds of different points of customer citizenship behavior (CCBO and CCBI) have different antecedents, and carried out empirical test. (3) the social cognitive theory the foundation, proposed and validated the self efficacy of two kinds of different points of customer citizenship behavior (CCBO and CCBI) and the relationship between the antecedent variables have effects. In addition, this paper constructs and tests of two kinds of means The impact of customer citizenship behavior in virtual communities on the stickiness of customer virtual communities.

【学位授予单位】：大连理工大学
【学位级别】：博士
【学位授予年份】：2013
【分类号】：F49;F274

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