本文關(guān)鍵詞： 消費類虛擬社區(qū) 顧客公民行為 關(guān)系質(zhì)量 個體動機 自我效能感 粘性傾向　出處：《大連理工大學(xué)》2013年博士論文　論文類型：學(xué)位論文

【摘要】：無論是在傳統(tǒng)環(huán)境中還是在互聯(lián)網(wǎng)環(huán)境下,企業(yè)營銷的目的和核心都是建立和維系持久的顧客關(guān)系。與傳統(tǒng)商業(yè)環(huán)境相比,互聯(lián)網(wǎng)為企業(yè)提供了與顧客直接交互的機會和能力,拉近了企業(yè)與顧客之間的距離。但是,互聯(lián)網(wǎng)也同時最大限度地降低了顧客在網(wǎng)絡(luò)環(huán)境中的注意力和忠誠度。在網(wǎng)絡(luò)環(huán)境下,企業(yè)培育忠誠顧客的目標變得更加難以實現(xiàn)。 虛擬社區(qū)的出現(xiàn)和發(fā)展,為企業(yè)在互聯(lián)網(wǎng)環(huán)境下建立和維系持久的顧客關(guān)系提供了一個有效的途徑。越來越多的企業(yè)通過自建消費類虛擬社區(qū)或借助第三方消費類虛擬社區(qū)來加強自身與顧客之間的關(guān)系。但是,作為web2.0技術(shù)支撐的一種互聯(lián)網(wǎng)應(yīng)用,消費類虛擬社區(qū)與其他類型的虛擬社區(qū)一樣具有開放性和自組織性,社區(qū)對顧客是否參與社區(qū)、參與社區(qū)的程度以及顧客在社區(qū)中的行為缺乏控制力。因此,至目前為止,企業(yè)在借助虛擬社區(qū)管理顧客關(guān)系的實踐中,尚未能夠找到切實有效的方法。 在理論研究領(lǐng)域,目前學(xué)者們對虛擬社區(qū)環(huán)境下顧客行為的探討主要集中于顧客參與行為、鼠碑行為和知識共享行為。盡管這些相關(guān)研究為企業(yè)的虛擬社區(qū)管理實踐提供了一定的理論支持,但是,由于上述概念的內(nèi)涵要么過于寬泛,包含了顧客在社區(qū)中的所有行為,要么過于狹窄,只反映了顧客在社區(qū)中的個別行為,因此,從企業(yè)管理顧客關(guān)系、培育忠誠顧客的角度來講,現(xiàn)有的虛擬社區(qū)顧客行為研究還尚未找到一個合適的切入點。顧客公民行為是顧客主動自愿做出的對企業(yè)有益的一種行為,可以為企業(yè)通過虛擬社區(qū)管理顧客行為、發(fā)展顧客關(guān)系提供有益的啟示。但是目前,這一概念還尚未引起虛擬社區(qū)顧客行為研究領(lǐng)域的關(guān)注,同時,現(xiàn)有的顧客公民行為研究也忽略了互聯(lián)網(wǎng)虛擬社區(qū)這一重要的研究情境。以此為背景,本文在消費類虛擬社區(qū)情境下,以現(xiàn)有的顧客公民行為研究為基礎(chǔ),借鑒已有的虛擬社區(qū)顧客參與、鼠碑和知識共享行為相關(guān)研究,以虛擬社區(qū)顧客公民行為為核心概念,開展了三個階段的研究工作。 首先,本文在消費類虛擬社區(qū)情境下界定了虛擬社區(qū)顧客公民行為的概念并開發(fā)了相應(yīng)的測量量表。在文獻回顧和定性訪談的基礎(chǔ)上,本文將虛擬社區(qū)顧客公民行為定義為,虛擬社區(qū)成員主動自愿做出的對虛擬社區(qū)有益的行為。借鑒組織公民行為的“多焦點”研究方法,本文首先將虛擬社區(qū)顧客公民行為按照指向和直接受益對象的不同區(qū)分為兩類：CCBO和CCBI。其中,CCBO代表指向虛擬社區(qū)并直接對虛擬社區(qū)有益的顧客公民行為；CCBI代表指向社區(qū)其他成員,直接對社區(qū)其他成員有益并間接對虛擬社區(qū)有益的顧客公民行為。結(jié)合文獻回顧和定性訪談的結(jié)果,本文在消費類虛擬社區(qū)情境下,識別出虛擬社區(qū)顧客公民行為的7個維度,其中,指向虛擬社區(qū)的顧客公民行為(CCBO)包括4個維度,分別是擁護、反饋、寬容和監(jiān)督；指向社區(qū)其他成員的顧客公民行為(CCBI)包括3個維度,分別是求助回應(yīng)、分享和支持。本文利用消費類虛擬社區(qū)訪問者樣本數(shù)據(jù),開發(fā)了包括上述7個維度的虛擬社區(qū)顧客公民行為測量量表,檢驗結(jié)果表明該量表具有很好的信度和效度。 然后,在上述量表開發(fā)的基礎(chǔ)上,本文基于社會交換理論、關(guān)系營銷理論和自我決定理論,構(gòu)建了虛擬社區(qū)顧客公民行為的前因理論模型,并以社會認知理論為基礎(chǔ)檢驗了自我效能感在兩類不同指向的顧客公民行為(CCBO和CCBI)與其前因變量之間的調(diào)節(jié)作用。其中,CCBO的前因包括社區(qū)滿意、社區(qū)信任和感知社區(qū)支持；CCBI的前因包括互惠動機、聲譽動機、興趣動機和利他動機。分析結(jié)果表明,在CCBO的前因中,社區(qū)滿意對CCBO的影響作用最強,感知社區(qū)支持的影響次之,而社區(qū)信任的影響作用則表現(xiàn)為不顯著；在CCBI的前因中,互惠動機的影響作用最強,興趣動機和利他動機次之,而聲譽動機的影響作用不顯著。調(diào)節(jié)作用方面,自我效能感顯著調(diào)節(jié)社區(qū)滿意和感知社區(qū)支持對CCBO的影響,自我效能感對社區(qū)信任與CCBO之間關(guān)系的調(diào)節(jié)作用不顯著；自我效能感顯著調(diào)節(jié)互惠動機、聲譽動機、興趣動機和利他動機對CCBI的影響作用,其中自我效能感顯著負向調(diào)節(jié)聲譽動機與CCBI之間的關(guān)系。 最后,本文以關(guān)系營銷理論為基礎(chǔ),對虛擬社區(qū)顧客公民行為對顧客社區(qū)粘性傾向的影響進行了研究并進行了實證檢驗。結(jié)果表明,在消費類虛擬社區(qū)中,兩類不同指向的顧客公民行為(CCBO和CCBI)對顧客的社區(qū)粘性傾向均具有重要的影響作用。 本文研究的創(chuàng)新點是：(1)以現(xiàn)有文獻和消費者定性訪談結(jié)果為基礎(chǔ),本研究在消費類虛擬社區(qū)情境下界定了虛擬社區(qū)顧客公民行為的概念,并基于消費類虛擬社區(qū)訪問者樣本開發(fā)了具有良好信度與效度的虛擬社區(qū)顧客公民行為測量量表。(2)以社會交換理論、關(guān)系營銷理論和自我決定理論為基礎(chǔ),在消費類虛擬社區(qū)研究情境下,探查出兩類不同指向的顧客公民行為(CCBO和CCBI)具有不同的前因,并分別進行了實證檢驗。(3)以社會認知理論為基礎(chǔ),提出并驗證了自我效能感對兩類不同指向的顧客公民行為(CCBO和CCBI)與其前因變量之間的關(guān)系具有調(diào)節(jié)作用。此外,本文構(gòu)建并檢驗了兩種指向的虛擬社區(qū)顧客公民行為對顧客虛擬社區(qū)粘性傾向的影響。
[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.

【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：博士
【學(xué)位授予年份】：2013
【分類號】：F49;F274

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