知识型虚拟社区客户价值影响因素及客户忠诚度研究
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摘要
虚拟社区作为信息的有效载体和传播平台,给人们的生活带来了巨大的改变。知识型虚拟社区作为虚拟社区发展的集大成者,眼下发展势头尤为迅猛。虚拟社区要取得成功就必须对客户价值的维度及其影响因素进行深入研究,努力提升客户价值。因此本文将知识型虚拟社区的客户价值作为研究课题,探讨客户价值的影响因素及影响机制。
针对上述背景,本研究探讨了:1)结合虚拟社区的发展背景提出研究课题,阐述研究内容、目的和意义;2)归纳和总结客户价值、满意度、归属感、忠诚度和社会资本的理论成果,为变量的选择和测度、模型的建立提供理论基础;3)依据客户价值的表现形式对其进行维度界定,从虚拟社区和成员相结合的视角出发,构建知识型虚拟社区客户价值影响因素及客户忠诚模型,并提出研究问题和假设;4)解释变量的操作性定义以及测度量表的设计过程,并通过实证研究方法验证模型的信度和效度;5)探讨模型中变量之间的关系及影响机制,得出研究结论。
本研究的问卷调查在浙江大学、同济大学和杭州电子科技大学发放,采集到了334个有效样本,运用SPSS统计分析软件,得到结论:1)客户价值包含信任价值、社会价值、信息价值和功能价值四个维度,且信任价值分为能力信任和情感信任两个方面;2)客户价值影响因素包含社区特征、网络特征、成员特征和社会资本四个方面。其中成员特征的影响作用最为显著,其次是社会资本;3)初始变量通过客户价值的中介传导影响满意度、归属感和忠诚度。其中社会价值的影响作用最为显著,其次是信任价值、信息价值和功能价值。
The virtual community as an effective information carrier and platform has extremely influenced people's lives. And the development rate of knowledge-based virtual communities is particularly high. To succeed in virtual community operation,the dimensions of customer value must be well studied. This paper is aimed at Customer value of knowledge-based virtual community and devoted to study its influence factors and mechanism.
This paper included five parts: 1) definition of customer value dimensions; 2) putting forward the theoretical basis this study involved; 3) establishing a knowledge-based virtual community model of customer value factors; 4) verifying the model' reliability and validity; 5) analyzing the specific variable in the model.
The survey was held in Zhejiang University,Tongji University and Hangzhou University in order to acquire more accurate data. And 334 valid samples were collected altogether. Through analyze the data with SPSS,obtain the following findings: 1) Customer value of knowledge-based virtual community is constituted of four aspects. 2) The effective factors in customer value of knowledge-based virtual community include customer characteristic,network characteristic,member characteristic and social capital. 3) Satisfaction,sense of belonging and loyalty can be deeply influenced by the effective factors in customer value of knowledge-based virtual community.
针对上述背景,本研究探讨了:1)结合虚拟社区的发展背景提出研究课题,阐述研究内容、目的和意义;2)归纳和总结客户价值、满意度、归属感、忠诚度和社会资本的理论成果,为变量的选择和测度、模型的建立提供理论基础;3)依据客户价值的表现形式对其进行维度界定,从虚拟社区和成员相结合的视角出发,构建知识型虚拟社区客户价值影响因素及客户忠诚模型,并提出研究问题和假设;4)解释变量的操作性定义以及测度量表的设计过程,并通过实证研究方法验证模型的信度和效度;5)探讨模型中变量之间的关系及影响机制,得出研究结论。
本研究的问卷调查在浙江大学、同济大学和杭州电子科技大学发放,采集到了334个有效样本,运用SPSS统计分析软件,得到结论:1)客户价值包含信任价值、社会价值、信息价值和功能价值四个维度,且信任价值分为能力信任和情感信任两个方面;2)客户价值影响因素包含社区特征、网络特征、成员特征和社会资本四个方面。其中成员特征的影响作用最为显著,其次是社会资本;3)初始变量通过客户价值的中介传导影响满意度、归属感和忠诚度。其中社会价值的影响作用最为显著,其次是信任价值、信息价值和功能价值。
The virtual community as an effective information carrier and platform has extremely influenced people's lives. And the development rate of knowledge-based virtual communities is particularly high. To succeed in virtual community operation,the dimensions of customer value must be well studied. This paper is aimed at Customer value of knowledge-based virtual community and devoted to study its influence factors and mechanism.
This paper included five parts: 1) definition of customer value dimensions; 2) putting forward the theoretical basis this study involved; 3) establishing a knowledge-based virtual community model of customer value factors; 4) verifying the model' reliability and validity; 5) analyzing the specific variable in the model.
The survey was held in Zhejiang University,Tongji University and Hangzhou University in order to acquire more accurate data. And 334 valid samples were collected altogether. Through analyze the data with SPSS,obtain the following findings: 1) Customer value of knowledge-based virtual community is constituted of four aspects. 2) The effective factors in customer value of knowledge-based virtual community include customer characteristic,network characteristic,member characteristic and social capital. 3) Satisfaction,sense of belonging and loyalty can be deeply influenced by the effective factors in customer value of knowledge-based virtual community.
引文
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