虚拟品牌社区中顾客感知支持构成与作用机制

The Dimension and the Impact Mechanism of Perceived Support for Customers

基于组织支持理论,从顾客感知的视角探讨企业为顾客提供组织支持的有效性,构建顾客感知支持、顾客信任和分享信息意愿的关系模型,以虚拟品牌社区成员为样本进行实证研究。研究结果表明:顾客感知支持的3个关键构成维度对社区成员信任的建立和分享信息意愿的提升具有显著的影响作用,同时证明信任在顾客感知支持和分享信息意愿的影响关系中起到中介作用。研究结果识别出企业在虚拟品牌社区中的支持者角色,提出了企业通过传递组织支持加强虚拟品牌社区管理的措施建议。

Based on the study of foreign and domestic research,this research carried out deeper exploration of the mechanism that perceived support for customer influenced the willingness to share information. Further,the article made a research hypothesis and used AMOS software to analyze data from Sina Weibo samples to test the hypothesis. The result showed that perceived support for customer played an important role in calculating trust and prompting the willingness to share information. Furthermore,we found that trust was the mediator between perceived support for customer and the willingness to share information. The results identified the new role of enterprise in virtual community,and put forward suggestions to enterprise about how to manage the virtual brand communities through organizational support.