虚拟品牌社区互动对顾客公民行为的影响

The Influence of Virtual Brand Community Interaction on the Customer Citizenship Behavior

虚拟品牌社区是企业与顾客网络互动的重要平台,对激发顾客公民行为、提升企业经营绩效有积极意义。从顾客组织社会化视角出发,本文以虚拟品牌社区中的顾客群体为样本,就网络互动对顾客公民行为的影响作用进行理论研究和结构方程模型分析,研究发现网络互动的双向交流、顾客参与和联合解决维度,对顾客价值观、人际关系和知识技能社会化均有显著正向影响,顾客组织社会化各维度对顾客公民行为均有显著正向影响。

Virtual brand community is an important platform for network interaction between enterprises and customers , which has positive significance for stimulating customer citizenship behavior and promoting enterprise business perform -ance.From the perspective of customer organizational socialization , taking the customers in the virtual brand community as samples , this paper theoretically studies and analyzed by SEM the influence of network interaction on customer citizen -ship behavior .The results show that the two -way communication of network interaction , customer participation and joint solutions , these three dimensions have significant positive impact on customer values socialization , interpersonal relation-ships socialization and knowledge skills socialization , and all dimensions of customer organizational socialization influence customer citizenship behavior positively and significantly .