顾客参与创新对社区心理依附的影响效应

The Impact of Customer Innovation on Community Psychological Attachment

本文针对创新社区中顾客对社区的心理依附开展研究,检验顾客参与创新对社区心理依附的影响效应,并对成就感的中介作用和自我构念的调节效应进行检验。本文在创新社区情境下阐述了社区心理依附的内涵,顾客对创新社区的依附感是一个过程,是通过服从、认同到内化逐步形成的。研究结果表明,参与程度和贡献感知均对社区心理依附呈显著的正向影响;成就感在顾客参与创新和社区心理依附间起到部分中介的作用;依存型自我构念对顾客参与创新和社区心理依附间的关系起调节效应。

This paper studies customers＇ psychological attachment on innovation community. We examine the impact of customer innovation on community psychological attachment, and also test whether these relations are mediated by achievement and moderated by self-construal. Based on the context of innovation community, we explain the connotation of community psychological attachment, which is a process, gradually formed through compliance, identity to internaliza- tion. The results indicate that both of participation degree and contribution perception are positive influence on community psychological attachment, and feeling of achievement partialy mediates these relations. Interdependent self- constrnal moderates the relations of customer innovation and community psychological attachment.