商业研究
商業研究
상업연구
Commercial Research
2014年
2期
74~81
,共null页
虚拟品牌社区 网络互动 顾客组织社会化 顾客公民行为
虛擬品牌社區 網絡互動 顧客組織社會化 顧客公民行為
허의품패사구 망락호동 고객조직사회화 고객공민행위
virtual brand community;network interaction;customer organizational socialization;customers citizenship behavior
虚拟品牌社区是企业与顾客网络互动的重要平台，对激发顾客公民行为、提升企业经营绩效有积极意义。从顾客组织社会化视角出发，本文以虚拟品牌社区中的顾客群体为样本，就网络互动对顾客公民行为的影响作用进行理论研究和结构方程模型分析，研究发现网络互动的双向交流、顾客参与和联合解决维度，对顾客价值观、人际关系和知识技能社会化均有显著正向影响，顾客组织社会化各维度对顾客公民行为均有显著正向影响。
虛擬品牌社區是企業與顧客網絡互動的重要平檯，對激髮顧客公民行為、提升企業經營績效有積極意義。從顧客組織社會化視角齣髮，本文以虛擬品牌社區中的顧客群體為樣本，就網絡互動對顧客公民行為的影響作用進行理論研究和結構方程模型分析，研究髮現網絡互動的雙嚮交流、顧客參與和聯閤解決維度，對顧客價值觀、人際關繫和知識技能社會化均有顯著正嚮影響，顧客組織社會化各維度對顧客公民行為均有顯著正嚮影響。
허의품패사구시기업여고객망락호동적중요평태，대격발고객공민행위、제승기업경영적효유적겁의의。종고객조직사회화시각출발，본문이허의품패사구중적고객군체위양본，취망락호동대고객공민행위적영향작용진행이론연구화결구방정모형분석，연구발현망락호동적쌍향교류、고객삼여화연합해결유도，대고객개치관、인제관계화지식기능사회화균유현저정향영향，고객조직사회화각유도대고객공민행위균유현저정향영향。
Virtual brand community is an important platform for network interaction between enterprises and customers , which has positive significance for stimulating customer citizenship behavior and promoting enterprise business perform -ance.From the perspective of customer organizational socialization , taking the customers in the virtual brand community as samples , this paper theoretically studies and analyzed by SEM the influence of network interaction on customer citizen -ship behavior .The results show that the two -way communication of network interaction , customer participation and joint solutions , these three dimensions have significant positive impact on customer values socialization , interpersonal relation-ships socialization and knowledge skills socialization , and all dimensions of customer organizational socialization influence customer citizenship behavior positively and significantly .
