虚拟品牌社区中顾客建言行为的动机研究

The Motivations of Customer Voice in the Context of Virtual Brand Community

虚拟品牌社区中的顾客建言行为,有促进性和抑制性建言行为两大类。通过基于动机理论的分析和对小米社区368个样本顾客的问卷调查和统计分析,研究了虚拟品牌社区中顾客建言行为的主要动机。结果表明:社会性和经济性动机对顾客促进性建言行为有显著的正向影响;社会性、经济性、心理性和功能性动机对顾客抑制性建言行为有显著的正向影响;社区认同在经济性动机与顾客促进性建言行为的作用关系中存在负向调节效应,在心理性、功能性动机与顾客抑制性建言行为的作用关系中存在正向调节效应。

This paper divides customer voice into promotive voice and prohibitive voice in the context of virtual brand community. Based on the analysis of motivation theory, this paper studies the motivation of customer advice behavior in the virtual brand community through questionnaire surveying and statistical analysis of 368 samples from Xiaomi community. The results show： social motivation and economic motivation both have positive impact on customer promotive voice; Social motivation, economic motivation, psychological motivation and functional motivation all have positive impact on customer prohibitive voice; Community identification has negative moderating effects on the relationship between economic motivation and promotive voice, which has positive moderating effects on the relationship between psy- chological motivation, functional motivation and prohibitive voice.