在线品牌社群公民行为的维度研究

The Dimensions of Citizenship Behavior in Online Brand Communities

如同在正式组织里面一样,人们在在线品牌社群当中也会表现出组织公民行为。然而,由于二者的差异,传统的组织公民行为维度并不能简单照搬到在线品牌社群当中。基于现有的组织公民行为维度文献,本文提取直接受益对象和直接行为动机两个视角,据此归纳出在线品牌社群公民行为的四个维度:社群援助、社群参与、社群忠诚、社群维护。四个维度通过了探索性和验证性因子分析的实证检验,具有信度和效度。研究结论为今后相关研究提供维度测量工具,并对品牌社群管理实践提供指导。

As in formal organizations,people in online brand communities will also exert organizational citizenship behavior. However,due to the differences between them,the dimensions of the traditional organizational citizenship behavior can't be simply used in the research of online brand communities. Based on the existing studies about dimensions of organizational citizenship behavior,this paper extracts two perspectives:direct beneficiary and direct motivation. Furthermore,the paper proposes four dimensions of citizenship behavior in online brand communities: community assistance,community participation,community loyalty,and community maintenance. All four dimensions have been tested by means of exploratory factor analysis and confirmatory factor analysis with satisfactory reliability and validity. The research conclusions provide the dimension measurement tools for the related research in the future,and also provide guidance for the practice of brand community management.