【摘要】：顧客間互動作為服務(wù)互動的一種普遍互動模式,極大地影響著顧客行為。目前學(xué)術(shù)界主要研究了顧客間互動對購買意愿、顧客滿意、顧客忠誠的影響,顧客間互動影響顧客公民行為的研究相對缺乏,且大多在現(xiàn)實(shí)場景下進(jìn)行。顧客公民行為是顧客無形中充當(dāng)企業(yè)"員工",自愿做出的對企業(yè)有益的行為,它對企業(yè)的可持續(xù)發(fā)展起到重要作用,現(xiàn)實(shí)中,企業(yè)除了重視顧客的直接購買行為,越來越關(guān)注顧客公民行為給企業(yè)創(chuàng)造的隱性價值。隨著移動互聯(lián)網(wǎng)的發(fā)展,以企業(yè)為主導(dǎo)的虛擬品牌社群蓬勃出現(xiàn),為顧客間互動提供了新的平臺。本文在虛擬品牌社群的背景下,探討顧客間互動是否會顯著正向影響顧客公民行為。同時,本文引入社群意識這一變量,即成員參與社群的過程中產(chǎn)生共享利益、獲得歸屬和依附的情感,成員認(rèn)識到自己與其他成員存在某種聯(lián)系的感受,來豐富顧客公民行為的形成機(jī)制。本研究在理論分析后,構(gòu)建了顧客間互動、社群意識和顧客公民行為三者之間的關(guān)系模型。通過結(jié)構(gòu)方程進(jìn)行假設(shè)檢驗(yàn),從而探討顧客間互動對顧客公民行為的影響機(jī)制。本研究在虛擬品牌社群的背景下收集475份有效問卷,得出以下結(jié)論:(1)人際互動對顧客公民行為的三個維度都有顯著正向影響;信息互動只顯著正向影響顧客幫助,但對顧客推薦和顧客反饋的影響不顯著,原因可能是信息互動是顧客間單純地關(guān)于品牌產(chǎn)品的交流,是簡單的信息交換過程,這會影響顧客幫助其他顧客的行為,但并不會導(dǎo)致顧客做出額外的推薦及反饋行為。(2)信息互動及人際互動均對社群意識有顯著正向影響。(3)社群意識對顧客公民行為的三個維度都有顯著正向影響。(4)社群意識在人際互動與顧客公民行為的三維度之間均起到中介作用,也在信息互動與顧客幫助之間起到中介作用。本文的理論貢獻(xiàn)在于,實(shí)證檢驗(yàn)了虛擬品牌社群背景下,顧客間互動與顧客公民行為之間的關(guān)系,證實(shí)了社群意識對顧客公民行為產(chǎn)生正向影響,豐富了顧客公民行為的前因變量,同時還驗(yàn)證了社群意識在顧客間互動和顧客公民行為之間的中介作用。本文的實(shí)踐意義是,企業(yè)應(yīng)當(dāng)重視虛擬品牌社群的建設(shè)和管理,了解顧客間互動對顧客公民行為的影響,積極引導(dǎo)良性的顧客間互動特別是人際互動,還應(yīng)當(dāng)關(guān)注顧客成員的社群意識,促進(jìn)顧客公民行為的產(chǎn)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.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274

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1 田婷;顧客間互動、社群意識與顧客公民行為的關(guān)系研究[D];山東大學(xué);2017年

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本文編號：2442162