虚拟社区社会资本对顾客公民行为的影响研究——基于心理所有权视角的研究

The Effect of Social Capital in Virtual Community on Customer Citizenship Behavior:From the Perspective of Psychological Ownership

基于社会交换理论,探究虚拟社区中社会资本对顾客公民行为的影响。借鉴占有心理学的观点,引入心理所有权作为中介变量,解释虚拟社区社会资本对顾客公民行为的作用机制。进一步地,引入不文明行为控制这一变量并阐释其在心理所有权与顾客公民行为之间的调节作用。通过对小米社区等的582位用户的实证分析表明:虚拟社区社会资本对顾客公民行为有显著正向影响,心理所有权在其中起到部分中介的作用,不文明行为控制对心理所有权与顾客公民行为的关系起到正向调节作用。

Based on social exchange theory,the effect of social capital on customer citizenship behavior in virtual communities is explored.According to the viewpoint of possession psychology,psychological ownership is introduced as a mediating variable to explain the mechanism of virtual community social capital on customer citizenship behavior.Furthermore,the variable uncivilized behavior control is introduced and its moderating role is explained between psychological ownership and customer citizenship behavior.Through the empirical analysis of 582 users in virtual communities such as"xiaomi"community,it is showed that the social capital in virtual community has a significant positive effect on customer citizenship behavior,in which psychological ownership plays a part of the mediating role,and the control of uncivilized behavior has a positive moderating effect on the relationship between psychological ownership and customer citizenship behavior.