更高的门槛塑造更好的消费者?——消费者努力对线上内容社区顾客公民行为的影响

Do Higher Entry Criteria Lead to Better Consumers?The Impact of Consumer Effort on Customer Citizenship Behavior in Online Content Sharing Community

基于调节投入理论和认知情感系统理论,本文探讨了内容分享社区中的会员筛选和准入等制度,如何对顾客公民行为产生影响及其背后的驱动机制,进而揭示出消费者已发生行为与后续行为呈现动态一致性趋势的内在规律。研究结果表明,消费者努力对其后续顾客公民行为有直接的正向影响,社区认同感和心理所有权组成的链式中介,将会依次中介消费者努力对顾客公民行为的影响,并且都起到了正向促进作用。本文丰富了平台治理的相关理论研究,为线上社区客户关系管理实践提供了决策指导。

Based on the regulatory engagement theory and cognitive affective processing system,this study explores how the membership selection and admission systems in the content sharing community affect customer citizenship behavior and the driving mechanism behind it,and then reveals the internal law of the dynamic consistency trend between the consumer's existing behavior and the subsequent behavior.The results show that consumer effort has a direct positive impact on customer citizenship behavior,and the chain mediation consisting of community identification and psychological ownership will successively mediate the impact of consumer effort on customer citizenship behavior,and both play a positive role in promoting it.This study enriches the relevant theoretical research of platform governance and provides important decision-making guidance for the practice of online community customer relationship management.