合肥工业大学学报（社会科学版）
閤肥工業大學學報（社會科學版）
합비공업대학학보（사회과학판）
JOURNAL OF HEFEI UNIVERSITY OF TECHNOLOGY(SOCIAL SCIENCES)
2015年
1期
1-9
,共9页
自媒体社交网络%抱怨动机%抱怨行为%结构方程模型
自媒體社交網絡%抱怨動機%抱怨行為%結構方程模型
자매체사교망락%포원동궤%포원행위%결구방정모형
we-media social network%complaining motivation%complaining behavior%structural equa-tion model
互联网已经成为企业了解消费者内心真实需要的重要途径，社交网上消费者各种公开传播的抱怨声音，给企业管理网上消费者抱怨带来了严峻的挑战。文章通过构建网上消费者抱怨“动机-行为”结构方程模型，探索社交网络上消费者抱怨的动机、行为及其影响因素和关系，发现网上消费者抱怨的动机具有利益、利他和自我实现目的，并对其网上行为产生重要影响。该结论对企业网上消费者抱怨管理具有理论意义和实用价值。
互聯網已經成為企業瞭解消費者內心真實需要的重要途徑，社交網上消費者各種公開傳播的抱怨聲音，給企業管理網上消費者抱怨帶來瞭嚴峻的挑戰。文章通過構建網上消費者抱怨“動機-行為”結構方程模型，探索社交網絡上消費者抱怨的動機、行為及其影響因素和關繫，髮現網上消費者抱怨的動機具有利益、利他和自我實現目的，併對其網上行為產生重要影響。該結論對企業網上消費者抱怨管理具有理論意義和實用價值。
호련망이경성위기업료해소비자내심진실수요적중요도경，사교망상소비자각충공개전파적포원성음，급기업관리망상소비자포원대래료엄준적도전。문장통과구건망상소비자포원“동궤-행위”결구방정모형，탐색사교망락상소비자포원적동궤、행위급기영향인소화관계，발현망상소비자포원적동궤구유이익、이타화자아실현목적，병대기망상행위산생중요영향。해결론대기업망상소비자포원관리구유이론의의화실용개치。
Internet has become the important channel for enterprises to understand consumers'true need.The consumers'complaints on the social network which are publicly spread bring challenges for enterprises.This paper reveals the relationship between consumers'complaining motivation and be-havior and the related influencing factors by constructing the structural equation model of “motivation-behavior”of consumers'complaints.It is concluded that consumers'complaining motivation is influ-enced by benefit purpose,altruism purpose and self-improvement purpose,and different motivations have different influences on their behaviors.The conclusions have theoretical meaning and practical value for enterprises to manage and listen to the online complaints of consumers.
