在线品牌社群成员心理相容性与社群绩效
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摘要
本文基于公平启发理论和社会认同理论,以人际公平和社群认同为中介变量,构建了社群成员心理相容性对社群绩效影响的概念模型,旨在探讨社群成员心理相容性是否以及怎样通过人际公平和社群认同来影响成员的持续参与意向、知识分享意向和品牌重购意向。采用问卷调查法,在华为等九个社群内回收了636份有效问卷,使用回归分析和Bootstrap等方法对模型进行了实证检验。研究发现:成员的心理相容性正向影响成员持续参与意向、知识分享意向和品牌重购意向;人际公平和社群认同分别部分中介心理相容性对持续参与意向、知识分享意向和品牌重购意向的影响;人际公平和社群认同在心理相容性对持续参与意向、知识分享意向和品牌重购意向的影响中起链式中介作用。
Based on fairness heuristic theory and social identity theory,this paper builds the model with interpersonal justice and community identification as intermediary variables.The purpose of this paper is to investigate whether and how online brand community members′psychological compatibility will influence members′sustained participation intention,knowledge sharing intention and brand repurchase intention through interpersonal justice and community identification.We adopt questionnaire method to collect data,with 636 valid responses in 9brand communities,e.g.Huawei,and test the model with regression analysis and Bootstrap method.The study finds that online brand community member′s psychological compatibility has a positive influence on members′sustained participation intention,knowledge sharing intention and brand repurchase intention.Specifically,sustained participation intention,knowledge sharing intention and brand repurchase intention of members are partially mediated by both interpersonal justice and community identification,which play a chain intermediary role in the process.
Based on fairness heuristic theory and social identity theory,this paper builds the model with interpersonal justice and community identification as intermediary variables.The purpose of this paper is to investigate whether and how online brand community members′psychological compatibility will influence members′sustained participation intention,knowledge sharing intention and brand repurchase intention through interpersonal justice and community identification.We adopt questionnaire method to collect data,with 636 valid responses in 9brand communities,e.g.Huawei,and test the model with regression analysis and Bootstrap method.The study finds that online brand community member′s psychological compatibility has a positive influence on members′sustained participation intention,knowledge sharing intention and brand repurchase intention.Specifically,sustained participation intention,knowledge sharing intention and brand repurchase intention of members are partially mediated by both interpersonal justice and community identification,which play a chain intermediary role in the process.
引文
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[2]谢丹丹.社群成就小米奇迹[J].中外管理,2015(6):44-45.
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[13] ADJEI M T,NOBLE S M,NOBLE C H.The Influence of C2CCommunications in Online Brand Communities on Customer Purchase Behavior[J].Journal of the Academy of Marketing Science,2010,38(5):634-653.
[14] HELLIER P K,GEURSEN G M,CARR R A,et al.Customer Repurchase Intention:A General Structural Equation Model[J].European Journal of Marketing,2003,37(11-12):1762-1800.
[15] HABIBI M R,LAROCHE M,RICHARD M O.Brand Communities Based in Social Media:How Unique Are They?Evidence from Two Exemplary Brand Communities[J].International Journal of Information Management,2014,34(2):123-132.
[16] ALGESHEIMER R,DHOLAKIA U M,HERRMANN A.The Social Influence of Brand Community:Evidence from European Car Clubs[J].Journal of Marketing,2005,69(3):19-34.
[17] CHOU E Y,LIN C Y,HUANG H C.Fairness and Devotion Go Far:Integrating Online Justice and Value Co-creation in Virtual Communities[J].International Journal of Information Management,2016,36(1):60-72.
[18] COLQUITT J A,RODELL J B.Justice,Trust,and Trustworthiness:A Longitudinal Analysis Integrating Three Theoretical Perspectives[J].Academy of Management Journal,2011,54(6):1183-1206.
[19]张莹瑞,佐斌.社会认同理论及其发展[J].心理科学进展,2006(3):475-480.
[20] BOCK G W,KIM Y G.Breaking the Myths of Rewards:An Exploratory Study of Attitudes about Knowledge Sharing[J].Information Resources Management Journal,2002,15(2):14-21.
[21] BLADER S L,TYLER T R.Testing and Extending the Group Engagement Model:Linkages between Social Identity,Procedural Justice,Economic Outcomes,and Extrarole Behavior[J].Journal of Applied Psychology,2009,94(2):445-464.
[22] HOLTZ B C,HAROLD C M.Interpersonal justice and deviance:The moderating effects of interpersonal justice values and justice orientation[J].Journal of Management,2013,39(2):339-365.
[23]仲秋雁,王彦杰,裘江南.众包社区用户持续参与行为实证研究[J].大连理工大学学报(社会科学版),2011(1):1-6.
[24]管玉娟,黄光球.虚拟社群中消费者品牌知识分享意愿探析[J].中国流通经济,2014(11):78-86.
[25] JOHNSON M D,HERRMANN A,HUBE R F.The Evolution of Loyalty Intentions[J].Journal of Marketing,2006,70(2):122-132.
[26] PODSAKOFF P M,MACKENZIE S B,LEE J Y,et al.Common Method Biases in Behavioral Research:A Critical Review of The Literature and Recommended Remedies[J].Journal of Applied Psychology,2003,88(5):879-903.
[27]罗胜强.管理学问卷调查研究方法[M].重庆:重庆大学出版社,2014:149-161.
[28]周志民,张江乐,熊义萍.内外倾人格特质如何影响在线品牌社群中的知识分享行为——网络中心性与互惠规范的中介作用[J].南开管理评论,2014(3):19-29.
[2]谢丹丹.社群成就小米奇迹[J].中外管理,2015(6):44-45.
[3]薛海波.网络中心性,品牌社群融入影响社群绩效的实证研究[J].当代财经,2011(10):73-81.
[4]周志民,郑雅琴,张蕾,等.在线品牌社群成员关系如何促进品牌忠诚——基于强弱连带整合的视角[J].商业经济与管理,2013(4):14-24.
[5]赵建彬,陶建蓉,景奉杰.在线品牌社群网络关系对创新行为的影响研究[J].软科学,2016(11):136-139+144.
[6] ZHOU Z,WU J P,ZHANG Q,et al.Transforming Visitors into Members in Online Brand Communities:Evidence from China[J].Journal of Business Research,2013,66(12):2438-2443.
[7]贺爱忠,李雪.在线品牌社区成员持续参与行为形成的动机演变机制研究[J].管理学报,2015(5):733-743.
[8] TONTERI L,KOSONEN M,ELLONEN H K,et al.Antecedents of an Experienced Sense of virtual community[J].Computers in Human Behavior,2011,27(6):2215-2223.
[9]邓丽芳,傅星雅.创业团队心理相容性对绩效的影响机制[J].管理学报,2016(1):85-92.
[10] LIND E A,KRAY L,THOMPSON L.Primacy Effects in Justice Judgments:Testing Predictions from Fairness Heuristic Theory[J].Organizational Behavior and Human Decision Processes,2001,85(2):189-210.
[11] HAJLI N,SHANMUGAM M,POWELL P,et al.A Study on the Continuance Participation in Online Communities with Social Commerce Perspective[J].Technological Forecasting&Social Change,2015,96(3):232-241.
[12] HASHIM K F,TAN F B.The Mediating Role of Trust and Commitment on Members’Continuous Knowledge Sharing Intention:A Commitment-trust Theory Perspective[J].International Journal of Information Management,2015,35(2):145-151.
[13] ADJEI M T,NOBLE S M,NOBLE C H.The Influence of C2CCommunications in Online Brand Communities on Customer Purchase Behavior[J].Journal of the Academy of Marketing Science,2010,38(5):634-653.
[14] HELLIER P K,GEURSEN G M,CARR R A,et al.Customer Repurchase Intention:A General Structural Equation Model[J].European Journal of Marketing,2003,37(11-12):1762-1800.
[15] HABIBI M R,LAROCHE M,RICHARD M O.Brand Communities Based in Social Media:How Unique Are They?Evidence from Two Exemplary Brand Communities[J].International Journal of Information Management,2014,34(2):123-132.
[16] ALGESHEIMER R,DHOLAKIA U M,HERRMANN A.The Social Influence of Brand Community:Evidence from European Car Clubs[J].Journal of Marketing,2005,69(3):19-34.
[17] CHOU E Y,LIN C Y,HUANG H C.Fairness and Devotion Go Far:Integrating Online Justice and Value Co-creation in Virtual Communities[J].International Journal of Information Management,2016,36(1):60-72.
[18] COLQUITT J A,RODELL J B.Justice,Trust,and Trustworthiness:A Longitudinal Analysis Integrating Three Theoretical Perspectives[J].Academy of Management Journal,2011,54(6):1183-1206.
[19]张莹瑞,佐斌.社会认同理论及其发展[J].心理科学进展,2006(3):475-480.
[20] BOCK G W,KIM Y G.Breaking the Myths of Rewards:An Exploratory Study of Attitudes about Knowledge Sharing[J].Information Resources Management Journal,2002,15(2):14-21.
[21] BLADER S L,TYLER T R.Testing and Extending the Group Engagement Model:Linkages between Social Identity,Procedural Justice,Economic Outcomes,and Extrarole Behavior[J].Journal of Applied Psychology,2009,94(2):445-464.
[22] HOLTZ B C,HAROLD C M.Interpersonal justice and deviance:The moderating effects of interpersonal justice values and justice orientation[J].Journal of Management,2013,39(2):339-365.
[23]仲秋雁,王彦杰,裘江南.众包社区用户持续参与行为实证研究[J].大连理工大学学报(社会科学版),2011(1):1-6.
[24]管玉娟,黄光球.虚拟社群中消费者品牌知识分享意愿探析[J].中国流通经济,2014(11):78-86.
[25] JOHNSON M D,HERRMANN A,HUBE R F.The Evolution of Loyalty Intentions[J].Journal of Marketing,2006,70(2):122-132.
[26] PODSAKOFF P M,MACKENZIE S B,LEE J Y,et al.Common Method Biases in Behavioral Research:A Critical Review of The Literature and Recommended Remedies[J].Journal of Applied Psychology,2003,88(5):879-903.
[27]罗胜强.管理学问卷调查研究方法[M].重庆:重庆大学出版社,2014:149-161.
[28]周志民,张江乐,熊义萍.内外倾人格特质如何影响在线品牌社群中的知识分享行为——网络中心性与互惠规范的中介作用[J].南开管理评论,2014(3):19-29.