虚拟品牌社区同侪参与对群员建言行为的影响研究

Research on the Influence of Peer Participation in Virtual Brand Community on Group Members'Voice Behavior

随着虚拟品牌社区的发展,企业与虚拟品牌社区成员(简称群员)的交互作用日愈增强,群员建言行为对品牌企业的发展越来越重要。基于虚拟品牌社区情景,文章通过对360个样本成员的问卷调查和统计分析,分析研究社区同侪参与对群员建言行为的影响及机制。结果发现:同侪参与对建言行为有显著的直接影响,并通过互惠规范对建言行为有间接影响;群员面子意识在同侪参与对互惠规范的影响中存在负向调节效应;群员受评忧虑在互惠规范对促进性建言的影响中起到负向调节作用,但在互惠规范对抑制性建言的影响中的调节作用不显著。研究结果进一步丰富了虚拟品牌社区成员建言行为研究,并为企业科学引导和有效激发群员的建言行为提供了有益的借鉴。

With the development of virtual brand community,the interaction between enterprises and virtual brand community members(referred to as group members)is increasing day by day,and the voice behavior of group members is more and more important to the development of brand enterprises.Based on the virtual brand community scenario,this paper analyzes and studies the influence and mechanism of community peer participation on group members'voice behavior through questionnaire survey and statistical analysis of 360 sample members.The results show that:Peer participation has a significant direct impact on voice behavior,and has an indirect effect on voice behavior through reciprocity norms.Group members'face awareness has a negative moderating effect on the influence of peer participation on reciprocity norms.Group members'anxiety about being rated plays a negative moderating role in the influence of reciprocity norm on facilitative speech,but it has no significant moderating effect on the effect of reciprocity norm on inhibitory speech.The research results further enrich the research on the voice behavior of virtual brand community members,and provide a useful reference for enterprises to scientifically guide and effectively stimulate the voice behavior of group members.