中国流通经济
中國流通經濟
중국류통경제
China Business and Market
2013年
9期
86~93
,共null页
顾客间互动 顾客情绪 购后满意 在线品牌社群
顧客間互動 顧客情緒 購後滿意 在線品牌社群
고객간호동 고객정서 구후만의 재선품패사군
customer-to-customer interaction; customer emotions; post-purchase satisfaction; online brand community
顾客间互动对顾客满意的影响和作用已经为学者们普遍接受,但之前的研究大多局限于服务现场,有关服务现场外顾客间互动的研究较少。文章以在线品牌社群为研究背景,根据刺激（S）—有机体（O）—反应（R）理论构建顾客间互动、顾客情绪和购后满意度的关系模型。研究表明,在线品牌社群中的顾客间互动（信息互动和人际互动）对购后满意度具有积极影响,且积极情绪对这种影响具有中介作用,具体为积极情绪在信息互动中对购后满意度的影响具有部分中介作用,在人际互动对购后满意度的影响中起到完全中介作用。
顧客間互動對顧客滿意的影響和作用已經為學者們普遍接受,但之前的研究大多跼限于服務現場,有關服務現場外顧客間互動的研究較少。文章以在線品牌社群為研究揹景,根據刺激（S）—有機體（O）—反應（R）理論構建顧客間互動、顧客情緒和購後滿意度的關繫模型。研究錶明,在線品牌社群中的顧客間互動（信息互動和人際互動）對購後滿意度具有積極影響,且積極情緒對這種影響具有中介作用,具體為積極情緒在信息互動中對購後滿意度的影響具有部分中介作用,在人際互動對購後滿意度的影響中起到完全中介作用。
고객간호동대고객만의적영향화작용이경위학자문보편접수,단지전적연구대다국한우복무현장,유관복무현장외고객간호동적연구교소。문장이재선품패사군위연구배경,근거자격（S）—유궤체（O）—반응（R）이론구건고객간호동、고객정서화구후만의도적관계모형。연구표명,재선품패사군중적고객간호동（신식호동화인제호동）대구후만의도구유적겁영향,차적겁정서대저충영향구유중개작용,구체위적겁정서재신식호동중대구후만의도적영향구유부분중개작용,재인제호동대구후만의도적영향중기도완전중개작용。
The influence of customer-to-customer interaction （CCI） on customer satisfaction has been accepted by scholars. However, the majority of previous studies are limited to service on-site, and there is few on service off-site. Taking online brand community as research background, the relational model of CCI, customer emotions and post-purchase satisfaction is designed according to the S-O-R theory. The online brand community CCI （information interaction and interpersonal interaction） has positive impact on the post-purchase satisfaction and customers＇ positive emotions play the mediating role in this effect. Specifically, positive emotions play partial mediating role between information interaction and post-purchase satisfaction, and play fully mediating role between interpersonal interaction and post-purchase satisfaction.
