消费者-企业认同的概念、量表开发及检验研究

Consumer-Company Identification:Conceptualization,Scale Development and Validation

消费者-企业认同(consumer-company identification,CCI)研究存在多重概念化和操作化,中国情境下的CCI概念化和操作化的研究较少,造成了国内CCI的认知和测量的混乱。本文界定了CCI的概念内涵。针对CCI维度问题,通过访谈文本分析并整合现有量表获得CCI的34个初始题项,对初始题项进行探索性因子分析和验证性因子分析,开发了由相符感(包括认知和情感维度,含6个题项)、归属感(包括情感维度,含4个题项)、效能感(包括评价维度,含3个题项)三个维度构成的CCI量表。实证检验发现,该CCI量表对信任、承诺、正面口碑具有较好的预测作用。为企业指导客户关系的管理实践提供了理论依据。

The study of consumer company identification(CCI)has multiple conceptualization and operationalization,and lacks the study of CCI conceptualization and operationalization in the Chinese context,which leads to the confusion of cognition and measurement of CCI among domestic scholars.This study defines the concept of CCI.To solve the problem of CCI dimension,34 initial items of CCI are obtained by combining interview text analysis and the existing scales.Exploratory factor analysis and confirmatory factor analysis are carried out on the initial items.CCI scale consisting of three dimensions is developed:congruence feeling(including recognition and emotion dimensions,including 6 items),belonging feeling(including emotion dimensions,including 4 items),and efficacy feeling(including evaluation dimension,including 3 items).The empirical test shows that the CCI scale has a good predictive effect on trust,commitment and positive word-of-mouth.It provides a theoretical basis for company to guide the management practice of customer relationship.