虚拟社区CSR共创中顾客契合对知识共享行为的影响研究

Research on the Impact of Customer Fit on Knowledge Sharing Behaviorin Virtual Community CSR Creation

【目的/意义【探究虚拟社区CSR共创中知识共享行为,利于丰富相关理论体系,为企业开展虚拟社区CSR共创和知识管理提供实践指导。【方法/过程】通过文献研究、情境体验及访谈方式萃取了顾客契合的4个维度:认知契合(关注、专注)、情感契合(认同、热情、满意)、意动契合(激活、互动)及社会契合(联系),基于顾客心理资本理论和心流体验理论,探究了虚拟社区CSR共创中顾客契合对顾客心理状态的影响作用,以及其对知识共享行为的作用关系。【结果/结论】借鉴刺激-机体-反应(S-O-R)范式,构建了虚拟社区CSR共创中顾客契合影响知识共享行为的理论模型。

【Purpose/significant】This paper explores the knowledge sharing behavior in the virtual community CSR creation.It further enriches the relevant theoretical system and provides practical guidance for enterprises to develop virtualcommunity CSR creation and knowledge management.【Method/process】By way of literature research,interview and situational experience,four dimensions of customer fit are extracted: cognitive fit(attention,absorption),emotional fit(identity,enthusiasm,satisf-action),actionfit(activation,Interaction)and social fit(connection).This paper explores the influence of customer fit on psychological state in virtual community CSR creation,as well as the relationship between it and knowledge sharing behavior based on the theories of psychological capital and flow experience.【Result/conclusion】Based on the S-O-R model,the theoretical model of the impact of customer fit affecting onknowledge sharing behavior in virtual community CSR creation is constructed.