虚拟社区质量、关系质量与顾客契合行为研究

Research on virtual community quality,relationship quality and customer engagement behavior

顾客契合行为是顾客-企业互动中的非交易行为,以社会交换理论为理论基础,运用实证研究方法探讨旅游虚拟社区中社区质量对顾客契合行为的影响,同时探讨顾客-社区关系质量对这一影响的中介作用。通过向旅游虚拟社区成员回收396份有效问卷,运用SPSS18.0和LISREL8.72统计软件对结构方程模型进行检验。研究表明,“社区质量”包含信息质量、系统质量、服务质量和互动质量4个维度,信息质量、服务质量和互动质量都对顾客-社区关系质量有显著的正向影响,系统质量则直接影响社区导向的顾客契合行为;顾客-社区关系质量对社区导向和顾客导向的顾客契合行为都有显著的正向影响,且社区导向的顾客契合行为直接影响顾客导向的顾客契合行为。研究认为,企业管理者要有效管理虚拟社区并促进顾客契合行为,应保证信息质量的时效性、可靠性和个性化,提高服务质量的全面性和专业性;应建立平台或创造契机激励社区与成员提高互动质量,着力为用户提供符合预计甚至超出预期的使用体验,确保用户信息安全,打造良好的社区形象和口碑,来提高顾客与社区的关系质量。

Customer engagement behavior is the non-transactional behavior in the interaction between customers and companies. Based on the Social Exchange Theory, this paper exploresthe impact of community quality in the virtual tourism community on the customer engagement behavior using the empirical research methods, and discusses the mediating effect of the quality of customer community relationship on such impact. Based on the 316 valid questionnaires recovered from members of the virtual tourism communities, this paper examines the structural equation model with the statistical software SPSS 18.0 and LISREL 8.72. The study holds that community quality entails four dimensions, namely information quality, system quality, service quality and interaction quality. Information quality, service quality and interaction quality all have significant positive influence on the quality ofthe relationship between customer and community, while system quality directly impacts the community-oriented customer engagement behaviors. The quality of the relationship between customer and community has significant positive impact on customer engagement behaviors both oriented towards the community and customers, and the community-oriented behaviors directly affect the latter. The study shows that corporate management should effectively manage the virtual communities and encourage customer engagement behaviors, ensure the timeliness, reliability and personalization of the information quality, and enhance the comprehensiveness and specialization of the service quality;establish platforms or create opportunities to stimulate communities and their members to improve their interaction quality, focus on offering user experience that complies with or even exceeds expectations, ensure user information security, and build a good community image and reputation in order to improve the quality of the relationship between customer and community.