虚拟品牌社群成员社群认同的前因与后效研究——自我建构的调节作用

Antecedents and Consequences of Member Community Identity in Virtual Brand Communities:With Self-construal as a Moderator

基于支持源差异将品牌社群支持分为企业支持和成员支持,探究虚拟品牌社群成员社群认同的前因。对社群认同进行高低层次划分,并引入自我建构作为调节变量,探究社群认同对知识贡献行为的后效影响。结果表明,成员支持相较于企业支持更能够促进社群成员产生社群认同,而社群认同对知识贡献行为有正向显著影响。在低社群认同的情形下,独立自我的社群成员更愿意进行知识贡献;在高社群认同的情形下,互依自我与独立自我的社群成员的知识贡献行为无显著差异。

Brand community support is divided into enterprise support and member support based on differences in support sources to explore the antecedents of community identity.In addition,the community identity is divided into high and low levels to explore the consequences of community identity on the contribution behavior of knowledge by introducing self-construal as a moderator.The results show that member support is more likely to promote community identity than enterprise support and that community identity has a positive impact on contribution behavior of knowledge.In the case of low community identity,the independent members are more willing to contribute knowledge.In the case of high community identity,there is no significant difference in the contribution behavior of knowledge between the dependent members and the in dependent members.