顾客契合理论视角下的非交易型网络社区的成员心流体验研究

An Empirical Study on the Customer's Flow Experience of Non-trade Network Community under the Perspective of Customer Engagement Theory

网络社区是以兴趣认同、在线聚合的形式存在的网络共同体,其生存之本在于成员的主动分享与互动,共同创造体验价值。随着网络评论成为购物时的重要外部线索,非交易型网络社区由于其第三方平台的非盈利性质,在影响消费者的购买决策时起到了非常重要的参考作用。而非交易型网络社区和成员的直接经济利益不相关,其运营的核心正是顾客契合理论所主张的,激发成员对品牌表现出持续的心理联系和行为参与。笔者基于非交易型社区成员的互助价值行为,从顾客契合理论视角探讨个体亲社会价值倾向和社区价值感知对网络社区成员心流体验形成的影响作用。通过对国内主流非交易型虚拟社区209名成员的抽样问卷调查,实证结果表明:社区价值对成员信息共享行为和互助行为均存在显著影响;亲社会价值倾向仅对成员的互助行为影响显著,对信息共享行为影响不显著;社区成员的助人行为和信息共享行为都对成员心流体验存在显著影响。

Network community is in the form of interest identity and online aggregation,which lies in the initiative sharing and interacting activities of the members to create the common experience value. As the online comments become the important external cues when shopping,the non-trade network communities play an important reference function in influencing consumers＇ purchase decision due to its non-profit feature. The non-trade network community doesn＇t relate to their members＇ direct economic benefits,and the core of operation is to keep members＇ continued psychological contact and participation with brand,which is the central proposition of the Customer Engagement Theory. Based on the mutual value of the non-trade network communities,we explored the tendency of individual pro-social values and the perception of community values influencing the members＇ flow experience. By investigating 209 members of the mainland mainstream non trading virtual community,we show that community values have positive impact on communities members＇ mutual activities and information sharing behaviors,and the tendency of individual pro-social values only has significant effects on members＇ mutual activities. What＇s more,the mutual activities and information sharing behaviors influence the flow experience of community members.