虚拟品牌社区中企业反馈对顾客建言的影响--顾客互动的调节作用

The Impact of Corporate Feedback on Customer Suggestions in Virtual Brand Communities——The Moderating Role of Customer Interaction

本文主要探索企业反馈、顾客建言和顾客互动之间的关系,通过访谈加问卷的方式,共获得有效问卷119份。本文利用SPSS20.0、SmartPLS3.0和STATA16.0对有效数据进行分析,结果表明:企业反馈对顾客建言有正向影响,及时性、关注和解释对顾客的外在型建言有显著影响;简易性、及时性、关注和解释对内在型建言有显著影响;顾客互动在企业反馈与顾客建言之间有显著影响,其中顾客负向互动在企业反馈的及时性和内在型建言之间具有显著影响。

This paper focuses on exploring the relationship among corporate feedback,customer suggestions and customer interaction.119 valid questionnaires were obtained through interviews and questionnaires.In this paper,valid data are analyzed with SPSS20.0,SmartPLS3.and STATA16.0.The results show that corporate feedback has a positive eff ect on customer suggestions,and timeliness,attention,and explanation have a signifi cant eff ect on external sugges-tions;simplicity,timeliness,attention and explanation have a signifi cant eff ect on internal propositions;customer inter-action has a signifi cant eff ect between corporate feedback and customer suggestions.Negative customer interaction has a signifi cant eff ect on the timeliness of corporate feedback and intrinsic suggestions.