顾客心理授权、顾客承诺与网络口碑推荐关系研究——在线品牌社区类型的调节作用
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摘要
网络营销新环境中,授权逐渐成为企业挖掘顾客购买力与创造力价值的重要途径。但是,被授权顾客后续口碑推荐行为中蕴藏的潜在营销价值仍未受到充分重视。本文结合社会认知与社会交换视角,探讨差异化的网络环境中顾客心理授权对网络口碑推荐的影响路径。研究结果表明:顾客心理授权对网络口碑推荐存在显著正向影响,其中顾客承诺起中介作用;在线品牌社区类型对顾客心理授权与顾客承诺间关系的调节作用得到部分验证。研究为企业通过顾客心理授权挖掘顾客网络口碑传播的营销价值提供决策依据。
In a new network marketing environment,empowerment have gradually become an important approach for enterprises to explore customers' purchasing power and creativity values. However,potential marketing values contained in the subsequent word-of-mouth( WOM) recommendation behaviors of authorized customers have still failed to receive sufficient attention. From the social cognition and exchange perspectives,this paper explores customers' psychological empowerment influencing path on online WOM recommendations in a differentiated network environment. According to empirical research results,customers' psychological empowerment exerts a positive effect on online WOM recommendations and customer commitments act as an intermediary role; the regulatory functions of online brand community categories on customers' psychological empowerment and customer commitments are partially verified. This paper provides enterprises with decision-making bases to explore the marketing value of customers' online WOM spreads via customers' psychological empowerment.
In a new network marketing environment,empowerment have gradually become an important approach for enterprises to explore customers' purchasing power and creativity values. However,potential marketing values contained in the subsequent word-of-mouth( WOM) recommendation behaviors of authorized customers have still failed to receive sufficient attention. From the social cognition and exchange perspectives,this paper explores customers' psychological empowerment influencing path on online WOM recommendations in a differentiated network environment. According to empirical research results,customers' psychological empowerment exerts a positive effect on online WOM recommendations and customer commitments act as an intermediary role; the regulatory functions of online brand community categories on customers' psychological empowerment and customer commitments are partially verified. This paper provides enterprises with decision-making bases to explore the marketing value of customers' online WOM spreads via customers' psychological empowerment.
引文
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[18] Hansen H,Sandvik K,Selnes F. Direct and indirect effects of commitment to a service employee on the intention to stay[J]. Journal of Service Research,2003,5(4):356-368.
[19] Hazra S G,Srivastava K B L. Impact of service quality on customer satisfaction,loyalty,and commitment in the Indian banking sector[J]. Indian Journal of Marketing,2010,40(5):23-35.
[20] Thomas K W,Velthouse B A. Cognitive elements of empowerment:an“interpretive”model of intrinsic task motivation[J]. Academy of Management Review,1990,15(4):666-681.
[21] Groth M. Customers as good soldiers:examining citizenship behaviors in internet service deliveries[J].Journal of Management,2005,31(1):7-27.
[22] Harrison-Walker L J. The measurement of word-ofmouth communication and an investigation of service quality and customer commitment as potential antecedents[J]. Journal of Service Research,2001,4(1):60-75.
[23] Bartikowski B, Walsh G. Investigating mediators between corporate reputation and customer citizenship behaviors[J]. Journal of Business Research,2011,64(1):39-44.
[24] Royo-Vela M,Casamassima P. The influence of belonging to virtual brand communities on consumers’affective commitment,satisfaction and word-of-mouth advertising:the ZARA case[J]. Online Information Review,2011,35(4):419-432.
[25] Gustafsson A,Johnson M D,Roos I. The effects of customer satisfaction,relationship commitment dimensions,and triggers on customer retention[J]. Journal of Marketing,2005,69(4):210-218.
[26] Lee D,Kim H S,Kim J K. The impact of online brand community type on consumer’s community engagement behaviors:consumer-created vs. marketer-created online brand community in online social-networking web sites[J].Cyberpsychology,Behavior,and Social Networking,2011,14(1-2):59-63.
[27] Hennig-Thurau T,Gwinner K P,Walsh G,et al..Electronic word-of-mouth via consumer-opinion platforms:what motivates consumers to articulate themselves on the Internet[J]. Journal of Interactive Marketing,2004,18(1):38-52.
[28] Moore G C,Benbasat I. Development of an instrument to measure the perceptions of adopting an information technology innovation[J]. Information Systems Research,1991,2(3):192-222.
[2] Chu S C,Kim Y. Determinants of consumer engagement in electronic word-of-mouth(e WOM)in social networking sites[J]. International Journal of Advertising,2011,30(1):47-75.
[3] Füller J,Mühlbacher H,Matzler K,et al.. Consumer empowerment through internet-based co-creation[J].Journal of Management Information Systems,2009,26(3):71-102.
[4] Prentice C,Han X Y,Li Y Q. Customer empowerment to co-create service designs and delivery:scale development and validation[J]. Services Marketing Quarterly,2016,37(1):36-51.
[5] Abou-Warda S H. The impact of social relationships on online word-of-mouth and knowledge sharing in social network sites:an empirical study[J]. International Journal of Online Marketing,2016,6(1):1-23.
[6] Zhang M,Ren C,Wang G A,et al.. The impact of channel integration on consumer responses in omni-channel retailing:the mediating effect of consumer empowerment[J]. Electronic Commerce Research and Applications,2018,28:181-193.
[7] O’Cass A,Ngo L V. Achieving customer satisfaction in services firms via branding capability and customer empowerment[J]. Journal of Services Marketing,2011,25(7):489-496.
[8] Bandura A. Social cognitive theory:an agentic perspective[J]. Annual Review of Psychology,2001,52(1):1-26.
[9] Lambe C J,Wittmann C M,Spekman R E. Social exchange theory and research on business-to-business relational exchange[J]. Journal of Business-to-Business Marketing,2001,8(3):1-36.
[10] Alshibly H H. A free simulation experiment to examine the effects of social commerce website quality and customer psychological empowerment on customers’satisfaction[J]. Journal of Business Studies Quarterly,2014,5(4):2152-2234.
[11] Cova B,Pace S. Brand community of convenience products:new forms of customer empowerment-the case“my Nutella the community”[J]. European Journal of Marketing,2006,40(9/10):1087-1105.
[12] Noble S M,Esmark C L,Noble C H. Accumulation versus instant loyalty programs:the influence of controlling policies on customers commitments[J]. Journal of Business Research,2014,67(3):361-368.
[13]韩小芸,谢礼珊,杨俊峰.顾客心理受权及其与服务公平性关系的实证研究[J].营销科学学报,2011,7(3):111-122.
[14] Ramani G,Kumar V. Interaction orientation and firm performance[J]. Journal of Marketing,2008,72(1):27-45.
[15] Jalilvand M R,Samiei N. The impact of electronic word of mouth on a tourism destination choice:testing the theory of planned behavior(TPB)[J]. Internet Research,2012,22(5):591-612.
[16] Labrecque L I,Jonas V D E,Mathwick C,et al..Consumer power:evolution in the digital age[J].Journal of Interactive Marketing, 2013, 27(4):257-269.
[17]孙乃娟,郭国庆.顾客承诺、自我提升与顾客公民行为:社会交换理论视角下的驱动机制与调节作用[J].管理评论,2016,28(12):187-197.
[18] Hansen H,Sandvik K,Selnes F. Direct and indirect effects of commitment to a service employee on the intention to stay[J]. Journal of Service Research,2003,5(4):356-368.
[19] Hazra S G,Srivastava K B L. Impact of service quality on customer satisfaction,loyalty,and commitment in the Indian banking sector[J]. Indian Journal of Marketing,2010,40(5):23-35.
[20] Thomas K W,Velthouse B A. Cognitive elements of empowerment:an“interpretive”model of intrinsic task motivation[J]. Academy of Management Review,1990,15(4):666-681.
[21] Groth M. Customers as good soldiers:examining citizenship behaviors in internet service deliveries[J].Journal of Management,2005,31(1):7-27.
[22] Harrison-Walker L J. The measurement of word-ofmouth communication and an investigation of service quality and customer commitment as potential antecedents[J]. Journal of Service Research,2001,4(1):60-75.
[23] Bartikowski B, Walsh G. Investigating mediators between corporate reputation and customer citizenship behaviors[J]. Journal of Business Research,2011,64(1):39-44.
[24] Royo-Vela M,Casamassima P. The influence of belonging to virtual brand communities on consumers’affective commitment,satisfaction and word-of-mouth advertising:the ZARA case[J]. Online Information Review,2011,35(4):419-432.
[25] Gustafsson A,Johnson M D,Roos I. The effects of customer satisfaction,relationship commitment dimensions,and triggers on customer retention[J]. Journal of Marketing,2005,69(4):210-218.
[26] Lee D,Kim H S,Kim J K. The impact of online brand community type on consumer’s community engagement behaviors:consumer-created vs. marketer-created online brand community in online social-networking web sites[J].Cyberpsychology,Behavior,and Social Networking,2011,14(1-2):59-63.
[27] Hennig-Thurau T,Gwinner K P,Walsh G,et al..Electronic word-of-mouth via consumer-opinion platforms:what motivates consumers to articulate themselves on the Internet[J]. Journal of Interactive Marketing,2004,18(1):38-52.
[28] Moore G C,Benbasat I. Development of an instrument to measure the perceptions of adopting an information technology innovation[J]. Information Systems Research,1991,2(3):192-222.