顾客心理授权、顾客承诺与网络口碑推荐关系研究——在线品牌社区类型的调节作用

The Effects of Customer Psychological Empowerment and Customer Commitment on Online Word-of-Mouth Recommendations:The Moderating Influence of Online Brand Community Type

网络营销新环境中,授权逐渐成为企业挖掘顾客购买力与创造力价值的重要途径。但是,被授权顾客后续口碑推荐行为中蕴藏的潜在营销价值仍未受到充分重视。本文结合社会认知与社会交换视角,探讨差异化的网络环境中顾客心理授权对网络口碑推荐的影响路径。研究结果表明:顾客心理授权对网络口碑推荐存在显著正向影响,其中顾客承诺起中介作用;在线品牌社区类型对顾客心理授权与顾客承诺间关系的调节作用得到部分验证。研究为企业通过顾客心理授权挖掘顾客网络口碑传播的营销价值提供决策依据。

In a new network marketing environment,empowerment have gradually become an important approach for enterprises to explore customers’purchasing power and creativity values.However,potential marketing values contained in the subsequent word-of-mouth(WOM)recommendation behaviors of authorized customers have still failed to receive sufficient attention.From the social cognition and exchange perspectives,this paper explores customers’psychological empowerment influencing path on online WOM recommendations in a differentiated network environment.According to empirical research results,customers’psychological empowerment exerts a positive effect on online WOM recommendations and customer commitments act as an intermediary role;the regulatory functions of online brand community categories on customers’psychological empowerment and customer commitments are partially verified.This paper provides enterprises with decision-making bases to explore the marketing value of customers’online WOM spreads via customers’psychological empowerment.