在线品牌社区负面顾客契合演化过程:是愈演愈烈?还是否极泰来?

Evolution Process of Negative Customer Engagement in Online Brand Community:Becoming Even More Negative?Or Turning into Positive?

文章聚焦于在线品牌社区,从时间序列角度出发,选取小米在线社区论坛作为研究对象,采用网络志方法分析了负面顾客契合演化过程中的阶段划分及不同阶段的契合状态,厘清了负面顾客契合短期和长期演化过程的差异。研究结果表明,在线品牌社区负面顾客契合的短期演化可以划分为发泄、建设性讨论、威胁性退出、协商、报复(或回避、或妥协)五个子过程;从长期来看,能够形成社区认同的顾客会逐渐转向持续性正面契合,而那些无法形成社区认同的顾客则会产生回避。研究结论在丰富和完善顾客契合领域成果的同时,对中国情境下在线品牌社区的营销管理实践具有一定的参考价值。

Focusing on online brand community,this paper selects Xiaomi online community forum as the research object,and uses netnography to analyze the evolution stages of negative customer engagement and the engagement states in different stages from the point of view of time series,clarifying the differences between short-term and long-term evolution process of negative customer engagement.The results show that the short-term evolution of negative customer engagement in online brand community can be divided into five sub-processes:venting,constructive discussion,threatening withdrawal,negotiation,retaliation(or evasion or compromise).In the long run,the customers who can develop community identity will gradually turn into positive customer engagement,and those who are unable to develop identity will quit.The conclusion can enrich and improve present customer engagement results,and provide valuable reference for marketing management practice in Chinese context.