消费类虚拟社区顾客公民行为研究
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摘要
无论是在传统环境中还是在互联网环境下,企业营销的目的和核心都是建立和维系持久的顾客关系。与传统商业环境相比,互联网为企业提供了与顾客直接交互的机会和能力,拉近了企业与顾客之间的距离。但是,互联网也同时最大限度地降低了顾客在网络环境中的注意力和忠诚度。在网络环境下,企业培育忠诚顾客的目标变得更加难以实现。
虚拟社区的出现和发展,为企业在互联网环境下建立和维系持久的顾客关系提供了一个有效的途径。越来越多的企业通过自建消费类虚拟社区或借助第三方消费类虚拟社区来加强自身与顾客之间的关系。但是,作为web2.0技术支撑的一种互联网应用,消费类虚拟社区与其他类型的虚拟社区一样具有开放性和自组织性,社区对顾客是否参与社区、参与社区的程度以及顾客在社区中的行为缺乏控制力。因此,至目前为止,企业在借助虚拟社区管理顾客关系的实践中,尚未能够找到切实有效的方法。
在理论研究领域,目前学者们对虚拟社区环境下顾客行为的探讨主要集中于顾客参与行为、鼠碑行为和知识共享行为。尽管这些相关研究为企业的虚拟社区管理实践提供了一定的理论支持,但是,由于上述概念的内涵要么过于宽泛,包含了顾客在社区中的所有行为,要么过于狭窄,只反映了顾客在社区中的个别行为,因此,从企业管理顾客关系、培育忠诚顾客的角度来讲,现有的虚拟社区顾客行为研究还尚未找到一个合适的切入点。顾客公民行为是顾客主动自愿做出的对企业有益的一种行为,可以为企业通过虚拟社区管理顾客行为、发展顾客关系提供有益的启示。但是目前,这一概念还尚未引起虚拟社区顾客行为研究领域的关注,同时,现有的顾客公民行为研究也忽略了互联网虚拟社区这一重要的研究情境。以此为背景,本文在消费类虚拟社区情境下,以现有的顾客公民行为研究为基础,借鉴已有的虚拟社区顾客参与、鼠碑和知识共享行为相关研究,以虚拟社区顾客公民行为为核心概念,开展了三个阶段的研究工作。
首先,本文在消费类虚拟社区情境下界定了虚拟社区顾客公民行为的概念并开发了相应的测量量表。在文献回顾和定性访谈的基础上,本文将虚拟社区顾客公民行为定义为,虚拟社区成员主动自愿做出的对虚拟社区有益的行为。借鉴组织公民行为的“多焦点”研究方法,本文首先将虚拟社区顾客公民行为按照指向和直接受益对象的不同区分为两类：CCBO和CCBI。其中,CCBO代表指向虚拟社区并直接对虚拟社区有益的顾客公民行为；CCBI代表指向社区其他成员,直接对社区其他成员有益并间接对虚拟社区有益的顾客公民行为。结合文献回顾和定性访谈的结果,本文在消费类虚拟社区情境下,识别出虚拟社区顾客公民行为的7个维度,其中,指向虚拟社区的顾客公民行为(CCBO)包括4个维度,分别是拥护、反馈、宽容和监督；指向社区其他成员的顾客公民行为(CCBI)包括3个维度,分别是求助回应、分享和支持。本文利用消费类虚拟社区访问者样本数据,开发了包括上述7个维度的虚拟社区顾客公民行为测量量表,检验结果表明该量表具有很好的信度和效度。
然后,在上述量表开发的基础上,本文基于社会交换理论、关系营销理论和自我决定理论,构建了虚拟社区顾客公民行为的前因理论模型,并以社会认知理论为基础检验了自我效能感在两类不同指向的顾客公民行为(CCBO和CCBI)与其前因变量之间的调节作用。其中,CCBO的前因包括社区满意、社区信任和感知社区支持；CCBI的前因包括互惠动机、声誉动机、兴趣动机和利他动机。分析结果表明,在CCBO的前因中,社区满意对CCBO的影响作用最强,感知社区支持的影响次之,而社区信任的影响作用则表现为不显著；在CCBI的前因中,互惠动机的影响作用最强,兴趣动机和利他动机次之,而声誉动机的影响作用不显著。调节作用方面,自我效能感显著调节社区满意和感知社区支持对CCBO的影响,自我效能感对社区信任与CCBO之间关系的调节作用不显著；自我效能感显著调节互惠动机、声誉动机、兴趣动机和利他动机对CCBI的影响作用,其中自我效能感显著负向调节声誉动机与CCBI之间的关系。
最后,本文以关系营销理论为基础,对虚拟社区顾客公民行为对顾客社区粘性倾向的影响进行了研究并进行了实证检验。结果表明,在消费类虚拟社区中,两类不同指向的顾客公民行为(CCBO和CCBI)对顾客的社区粘性倾向均具有重要的影响作用。
本文研究的创新点是：(1)以现有文献和消费者定性访谈结果为基础,本研究在消费类虚拟社区情境下界定了虚拟社区顾客公民行为的概念,并基于消费类虚拟社区访问者样本开发了具有良好信度与效度的虚拟社区顾客公民行为测量量表。(2)以社会交换理论、关系营销理论和自我决定理论为基础,在消费类虚拟社区研究情境下,探查出两类不同指向的顾客公民行为(CCBO和CCBI)具有不同的前因,并分别进行了实证检验。(3)以社会认知理论为基础,提出并验证了自我效能感对两类不同指向的顾客公民行为(CCBO和CCBI)与其前因变量之间的关系具有调节作用。此外,本文构建并检验了两种指向的虚拟社区顾客公民行为对顾客虚拟社区粘性倾向的影响。
The main target of marketing is to build and maintain a sustained customer relationship in both traditional environment and internet environment. Compared with traditional environment, internet produces direct interactive opportunity which shortens the distance between customers and enterprises. Meanwhile, it brings about the difficulty in cultivating customer loyalty because customers are easily distracted in internet environment.
Virtual community is currently considered as an effective tool to build and maintain good customer relationship in internet environment. Many enterprises have set up their own consumption virtual community or entered other third-party consumption virtual communities to strengthen their relationship with customers. However, as a kind of internet application of Web2.0Technology, consumption virtual communities are open and self-organized, which make it difficult for enterprises to regulate customers'participation behaviors in the community. Therefore, so far, most enterprises have not found an effective way to manage customer relationships in their virtual community practice.
In the field of theoretical research, the current studies on customer behaviors in virtual communities have mainly focused on customer participation behaviors, e-WOM and knowledge sharing behaviors. Though these studies provide some theoretical support for enterprises in their virtual community management practice, the above three concepts are either too broad, including all kinds of customer behaviors in the community, or too narrow, only reflecting specific customer behaviors. So, from the enterprises'perspective of customer relationship management, the existing studies have not yet found a suitable starting point. Customer citizenship behaviors are voluntary and discretionary behaviors of individual customers and in the aggregate benefit to the enterprise. Such a kind of behaviors can give light to enterprises'virtual community customer relationship management practice. But at present, the concept of customer citizenship behavior has not capture the attention of scholars in the research field of customer behaviors in virtual communities. At the same time, extant studies on customer citizenship behaviors also neglected the environment of virtual community. Under this background, this dissertation takes customer citizenship behavior in virtual community as a core subject based on previous research in customer citizenship behavior, e-WOM and knowledge sharing. To fulfill this task, three stages of research work are conducted.
Firstly, this dissertation defines the concept of customer citizenship behavior in virtual community and develops its measurement scale. On the basis of literature review and interviews, the customer citizenship behavior in virtual community can be defined as those voluntary and active behaviors which benefit the virtual community by its members. This dissertation divides customer citizenship behavior in virtual community into two types, CCBO and CCBI, according to the different subjects they benefit directly. CCBO refers to the behaviors direct and benefit immediately to the community and CCBI refers to the behaviors direct and benefit immediately to other community members and benefit indirectly to the community. Seven dimensions of customer citizenship behavior in virtual community are identified, among which four dimensions are classified into CCBO including advocacy, feedback, tolerance and policing, and the rest three dimensions are classified into CCBI including helping response, sharing and support. Using the data of virtual community visitors, the scale proves good reliability and validity.
Secondly, based on research in Social Exchange Theory, Relationship Marketing Theory and Self-Determination Theory, this paper builds up a theoretical model and test the moderating effects of self-efficacy. The factors that influence CCBO are community satisfaction, community trust and perceived community support. The factors that predict CCBI are motivations of reciprocity, reputation, interest and altruism. Empirical study shows that community satisfaction has the most significant effect on CCBO, followed by perceived community support. Community trust has no significant effect on CCBO. In motivations for CCBI, reciprocity proves the most significant effect followed by interest and altruism. Reputation has no significant effect on CCBI. Furthermore, self-efficacy moderates the effects between community satisfaction and CCBO and perceived community support and CCBO. No moderating effects on community trust and CCBO can be found. Self-efficacy also moderates the relationship between reciprocity, reputation, interest, altruism and CCBI. But the moderating effects on reputation and CCBI proved to be negative.
Thirdly, the influence of customer citizenship behavior in virtual community on members'stickiness intention is investigated and empirically tested. The result shows CCBO and CCBI both have significant effects on members'stickiness intention to virtual community.
The innovations of this dissertation are:(1) According to the literature review and qualitative interviews, the dissertation defines the concept of customer citizenship behavior in consumption virtual communities and develops a reliable and valid multi-dimension scale using the data of Internet consumers.(2) Based on Social Exchange Theory, Relationship Marketing Theory and Self-Determination Theory, CCBO and CCBI are identified and their antecedents are tested.(3) Based on Self-Determination Theory, the moderating effects of self-efficacy are tested. In addition, the influence of CCBO and CCBI on stickiness intention is identified and tested.
虚拟社区的出现和发展,为企业在互联网环境下建立和维系持久的顾客关系提供了一个有效的途径。越来越多的企业通过自建消费类虚拟社区或借助第三方消费类虚拟社区来加强自身与顾客之间的关系。但是,作为web2.0技术支撑的一种互联网应用,消费类虚拟社区与其他类型的虚拟社区一样具有开放性和自组织性,社区对顾客是否参与社区、参与社区的程度以及顾客在社区中的行为缺乏控制力。因此,至目前为止,企业在借助虚拟社区管理顾客关系的实践中,尚未能够找到切实有效的方法。
在理论研究领域,目前学者们对虚拟社区环境下顾客行为的探讨主要集中于顾客参与行为、鼠碑行为和知识共享行为。尽管这些相关研究为企业的虚拟社区管理实践提供了一定的理论支持,但是,由于上述概念的内涵要么过于宽泛,包含了顾客在社区中的所有行为,要么过于狭窄,只反映了顾客在社区中的个别行为,因此,从企业管理顾客关系、培育忠诚顾客的角度来讲,现有的虚拟社区顾客行为研究还尚未找到一个合适的切入点。顾客公民行为是顾客主动自愿做出的对企业有益的一种行为,可以为企业通过虚拟社区管理顾客行为、发展顾客关系提供有益的启示。但是目前,这一概念还尚未引起虚拟社区顾客行为研究领域的关注,同时,现有的顾客公民行为研究也忽略了互联网虚拟社区这一重要的研究情境。以此为背景,本文在消费类虚拟社区情境下,以现有的顾客公民行为研究为基础,借鉴已有的虚拟社区顾客参与、鼠碑和知识共享行为相关研究,以虚拟社区顾客公民行为为核心概念,开展了三个阶段的研究工作。
首先,本文在消费类虚拟社区情境下界定了虚拟社区顾客公民行为的概念并开发了相应的测量量表。在文献回顾和定性访谈的基础上,本文将虚拟社区顾客公民行为定义为,虚拟社区成员主动自愿做出的对虚拟社区有益的行为。借鉴组织公民行为的“多焦点”研究方法,本文首先将虚拟社区顾客公民行为按照指向和直接受益对象的不同区分为两类：CCBO和CCBI。其中,CCBO代表指向虚拟社区并直接对虚拟社区有益的顾客公民行为；CCBI代表指向社区其他成员,直接对社区其他成员有益并间接对虚拟社区有益的顾客公民行为。结合文献回顾和定性访谈的结果,本文在消费类虚拟社区情境下,识别出虚拟社区顾客公民行为的7个维度,其中,指向虚拟社区的顾客公民行为(CCBO)包括4个维度,分别是拥护、反馈、宽容和监督；指向社区其他成员的顾客公民行为(CCBI)包括3个维度,分别是求助回应、分享和支持。本文利用消费类虚拟社区访问者样本数据,开发了包括上述7个维度的虚拟社区顾客公民行为测量量表,检验结果表明该量表具有很好的信度和效度。
然后,在上述量表开发的基础上,本文基于社会交换理论、关系营销理论和自我决定理论,构建了虚拟社区顾客公民行为的前因理论模型,并以社会认知理论为基础检验了自我效能感在两类不同指向的顾客公民行为(CCBO和CCBI)与其前因变量之间的调节作用。其中,CCBO的前因包括社区满意、社区信任和感知社区支持；CCBI的前因包括互惠动机、声誉动机、兴趣动机和利他动机。分析结果表明,在CCBO的前因中,社区满意对CCBO的影响作用最强,感知社区支持的影响次之,而社区信任的影响作用则表现为不显著；在CCBI的前因中,互惠动机的影响作用最强,兴趣动机和利他动机次之,而声誉动机的影响作用不显著。调节作用方面,自我效能感显著调节社区满意和感知社区支持对CCBO的影响,自我效能感对社区信任与CCBO之间关系的调节作用不显著；自我效能感显著调节互惠动机、声誉动机、兴趣动机和利他动机对CCBI的影响作用,其中自我效能感显著负向调节声誉动机与CCBI之间的关系。
最后,本文以关系营销理论为基础,对虚拟社区顾客公民行为对顾客社区粘性倾向的影响进行了研究并进行了实证检验。结果表明,在消费类虚拟社区中,两类不同指向的顾客公民行为(CCBO和CCBI)对顾客的社区粘性倾向均具有重要的影响作用。
本文研究的创新点是：(1)以现有文献和消费者定性访谈结果为基础,本研究在消费类虚拟社区情境下界定了虚拟社区顾客公民行为的概念,并基于消费类虚拟社区访问者样本开发了具有良好信度与效度的虚拟社区顾客公民行为测量量表。(2)以社会交换理论、关系营销理论和自我决定理论为基础,在消费类虚拟社区研究情境下,探查出两类不同指向的顾客公民行为(CCBO和CCBI)具有不同的前因,并分别进行了实证检验。(3)以社会认知理论为基础,提出并验证了自我效能感对两类不同指向的顾客公民行为(CCBO和CCBI)与其前因变量之间的关系具有调节作用。此外,本文构建并检验了两种指向的虚拟社区顾客公民行为对顾客虚拟社区粘性倾向的影响。
The main target of marketing is to build and maintain a sustained customer relationship in both traditional environment and internet environment. Compared with traditional environment, internet produces direct interactive opportunity which shortens the distance between customers and enterprises. Meanwhile, it brings about the difficulty in cultivating customer loyalty because customers are easily distracted in internet environment.
Virtual community is currently considered as an effective tool to build and maintain good customer relationship in internet environment. Many enterprises have set up their own consumption virtual community or entered other third-party consumption virtual communities to strengthen their relationship with customers. However, as a kind of internet application of Web2.0Technology, consumption virtual communities are open and self-organized, which make it difficult for enterprises to regulate customers'participation behaviors in the community. Therefore, so far, most enterprises have not found an effective way to manage customer relationships in their virtual community practice.
In the field of theoretical research, the current studies on customer behaviors in virtual communities have mainly focused on customer participation behaviors, e-WOM and knowledge sharing behaviors. Though these studies provide some theoretical support for enterprises in their virtual community management practice, the above three concepts are either too broad, including all kinds of customer behaviors in the community, or too narrow, only reflecting specific customer behaviors. So, from the enterprises'perspective of customer relationship management, the existing studies have not yet found a suitable starting point. Customer citizenship behaviors are voluntary and discretionary behaviors of individual customers and in the aggregate benefit to the enterprise. Such a kind of behaviors can give light to enterprises'virtual community customer relationship management practice. But at present, the concept of customer citizenship behavior has not capture the attention of scholars in the research field of customer behaviors in virtual communities. At the same time, extant studies on customer citizenship behaviors also neglected the environment of virtual community. Under this background, this dissertation takes customer citizenship behavior in virtual community as a core subject based on previous research in customer citizenship behavior, e-WOM and knowledge sharing. To fulfill this task, three stages of research work are conducted.
Firstly, this dissertation defines the concept of customer citizenship behavior in virtual community and develops its measurement scale. On the basis of literature review and interviews, the customer citizenship behavior in virtual community can be defined as those voluntary and active behaviors which benefit the virtual community by its members. This dissertation divides customer citizenship behavior in virtual community into two types, CCBO and CCBI, according to the different subjects they benefit directly. CCBO refers to the behaviors direct and benefit immediately to the community and CCBI refers to the behaviors direct and benefit immediately to other community members and benefit indirectly to the community. Seven dimensions of customer citizenship behavior in virtual community are identified, among which four dimensions are classified into CCBO including advocacy, feedback, tolerance and policing, and the rest three dimensions are classified into CCBI including helping response, sharing and support. Using the data of virtual community visitors, the scale proves good reliability and validity.
Secondly, based on research in Social Exchange Theory, Relationship Marketing Theory and Self-Determination Theory, this paper builds up a theoretical model and test the moderating effects of self-efficacy. The factors that influence CCBO are community satisfaction, community trust and perceived community support. The factors that predict CCBI are motivations of reciprocity, reputation, interest and altruism. Empirical study shows that community satisfaction has the most significant effect on CCBO, followed by perceived community support. Community trust has no significant effect on CCBO. In motivations for CCBI, reciprocity proves the most significant effect followed by interest and altruism. Reputation has no significant effect on CCBI. Furthermore, self-efficacy moderates the effects between community satisfaction and CCBO and perceived community support and CCBO. No moderating effects on community trust and CCBO can be found. Self-efficacy also moderates the relationship between reciprocity, reputation, interest, altruism and CCBI. But the moderating effects on reputation and CCBI proved to be negative.
Thirdly, the influence of customer citizenship behavior in virtual community on members'stickiness intention is investigated and empirically tested. The result shows CCBO and CCBI both have significant effects on members'stickiness intention to virtual community.
The innovations of this dissertation are:(1) According to the literature review and qualitative interviews, the dissertation defines the concept of customer citizenship behavior in consumption virtual communities and develops a reliable and valid multi-dimension scale using the data of Internet consumers.(2) Based on Social Exchange Theory, Relationship Marketing Theory and Self-Determination Theory, CCBO and CCBI are identified and their antecedents are tested.(3) Based on Self-Determination Theory, the moderating effects of self-efficacy are tested. In addition, the influence of CCBO and CCBI on stickiness intention is identified and tested.
引文
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