情报杂志
情報雜誌
정보잡지
JOURNAL OF INFORMATION
2014年
12期
120-126
,共7页
公益机构%微博忠诚度%社会资本%结构方程模型
公益機構%微博忠誠度%社會資本%結構方程模型
공익궤구%미박충성도%사회자본%결구방정모형
commonweal organization%micro-blog loyalty%social capital%SEM
微博公益事业在蓬勃发展的同时也存在着持续性不足等问题,以公益机构微博的粉丝为研究对象,从社会影响的认同机制和内化机制出发,将社会资本理论纳入传统顾客忠诚度模型中,提出公益机构微博粉丝忠诚度影响因素的理论模型,并通过问卷调查和结构方程模型进行实证研究。研究表明社会资本、感知价值和满意度是影响公益机构微博粉丝忠诚度的重要因素,而且满意度发挥着重要的中介作用。最后基于数据分析的结果,提出推动微博公益事业发展的建议。
微博公益事業在蓬勃髮展的同時也存在著持續性不足等問題,以公益機構微博的粉絲為研究對象,從社會影響的認同機製和內化機製齣髮,將社會資本理論納入傳統顧客忠誠度模型中,提齣公益機構微博粉絲忠誠度影響因素的理論模型,併通過問捲調查和結構方程模型進行實證研究。研究錶明社會資本、感知價值和滿意度是影響公益機構微博粉絲忠誠度的重要因素,而且滿意度髮揮著重要的中介作用。最後基于數據分析的結果,提齣推動微博公益事業髮展的建議。
미박공익사업재봉발발전적동시야존재착지속성불족등문제,이공익궤구미박적분사위연구대상,종사회영향적인동궤제화내화궤제출발,장사회자본이론납입전통고객충성도모형중,제출공익궤구미박분사충성도영향인소적이론모형,병통과문권조사화결구방정모형진행실증연구。연구표명사회자본、감지개치화만의도시영향공익궤구미박분사충성도적중요인소,이차만의도발휘착중요적중개작용。최후기우수거분석적결과,제출추동미박공익사업발전적건의。
Despite the flourishment of micro-blog commonweal activities, there are still several problems on the sustainability of these ac-tivities. Drawing upon the identification and internalization mechanisms of socialinfluence, the traditional customer loyalty theory and so-cial capital theory, this study attempts to propose a research model to understand the antecedents of micro-blog usersˊ loyalty. A survey was conducted to collect the data and the structural equation modeling( SEM) technique was employed to examine the research model. Ac-cording to the data analysis results, social capital, perceived value and satisfaction are the key determinants of commonweal micro-blog us-ersˊloyalty. Further, satisfaction plays a mediating role in the model. Finally, the theoretical implications and managerial suggestions on how to enhance micro-blog usersˊloyalty of commonweal organizations are discussed.