虚拟品牌社群顾客间互动的结构维度探索及测量量表开发

Dimensions Exploration and Scale Development of Customer to Customer Interaction Based on Virtual Brand Community

Web2.0技术的发展和社会化媒体的涌现使得虚拟环境中顾客间互动日益频繁。现有顾客间互动研究多集中于实体环境,虚拟环境中的相关研究匮乏。虚拟品牌社群连接品牌、顾客与潜在顾客,是虚拟环境中顾客间互动的重要平台。运用关键事件法并结合互动内容,对虚拟品牌社群顾客间互动的结构维度进行了探索性研究并开发和检验了测量量表。结果表明,虚拟品牌社群顾客间互动的满意事件多于不满意事件;其结构维度包括产品信息交互、正面情感传递、自我认同表露、社交礼仪违背和虚假不当信息5个维度,又细分为10个子维度;其测量量表包含上述5个维度,具体由29个测量题项构成,信度分析、探索性因子分析和验证性因子分析结果显示,量表的信度和效度良好。

Because of the development of web 2.0technology and the emergence of social media,customer to customer interaction（CCI）is becoming more and more frequent in the virtual environment.But the existing CCI studies focus on the physical environment,CCI research in virtual environment is very few.Virtual brand communities,connecing brand,customers and potential customers,have become an important platform for CCI in virtual environment.Using Critical Incident Technique and combining with interactive content,this study explores the dimensions of CCI in virtual brand communities,constructs the five dimensions of product information interaction,positive emotion transmission,self identity disclosure,social etiquette violation and false information,and then subdivides them into ten sub dimensions.On this basis,a measurement scale is developed.Through the reliability analysis,exploratory factor analysis and confirmatory factor analysis,the final scale consists of five dimensions and 29 measurement items,and the scale has good reliability and validity.