基于社区团购的在线社区营造对成员非购买支持行为影响研究

Research on the Influence of Online Community Building based on Community Group Purchase on Members'Non-purchase Supportive Behavior

在线社区营造是指由企业引导与支持、成员自发形成的网络空间中的互动活动及共建社区规范等共享环境创造行为,具有自组织、自治理、自发展、多向互动的特点。基于SOR理论和自我决定理论探讨了社区团购下在线社区营造对成员非购买支持行为的影响。实证研究结果表明:“在线社区营造-自我决定感-非购买支持行为”基本成立,自我决定感具有中介作用,社区营造对成员的增强行为和动员行为存在差异化影响。根据实证研究结果对企业开展在线社区营销提出相关对策建议。

Online community building refers to the interactive activities in the network space and the shared environment creation behaviors,such as building community norms,which are formed spontaneously by the guidance and support of enterprises.It has the characteristics of self-organization,self-governance,self-development and multi-directional interaction.Based on SOR theory and self-determination theory,the study discusses the influence of online community building on members'non-purchase supportive behavior.The empirical results show that online community building-self-determination-non-purchasing support behavior is basically established,self-determination has a mediating effect,and community building has a differentiated effect on members'reinforcement behavior and mobilization behavior.According to the empirical research results,the study puts forward relevant countermeasures and suggestions for enterprises to carry out online community marketing.