虚拟社区顾客契合的影响因素及其对顾客购买行为的影响—自我决定论视角

Antecedents of Customer Engagement and Its Effect on Buying Behavior in Virtual Community—Based on Self-Determination Theory

摘要: 垂直虚拟社区的兴起促进了顾客非交易行为的发展，更加重视顾客与社区之间的情感、信息等方面的交流。本文在文献研究的基础上，基于自我决定理论，结合虚拟社区的特征，构建了顾客功能性认知、社会认同对顾客契合的影响以及顾客契合对顾客购买行为的影响模型，并通过对513名旅游虚拟社区成员的调查，运用LISREL8.72软件对模型进行了实证检验。数据分析结果表明：感知有用性、顾客对社区的认同和顾客之间的认同对顾客契合度和顾客契合行为具有显著的正向影响；顾客契合度是顾客契合行为的心理基础，并且能够促进用户对社区产品或服务的购买。此外，顾客加入社区的时间长度对顾客感知有用性与顾客契合度之间的关系、顾客认同与顾客契合度之间的关系都具有调节作用。本文创新性地在实证研究中把顾客契合分为顾客契合度和顾客契合行为两个变量，研究结果进一步丰富了目前学术界对顾客契合概念的实证研究，也对虚拟社区的顾客行为管理、顾客契合营销有一定的实践启示作用。

Abstract: With the development of virtual community, non-transaction behavior of customers, including communication of emotion and information between customer and community, has been paid more attention. Based on literature review, the authors developed a research model on the impacts of customer functional perception and customer identification on customer engagement according to self-determination theory. 513 questionnaires were collected. Data analysis results showed that customer perceived usefulness, customer-community identification, and customer–customer identification all have significant impacts on customer engagement attitude and customer engagement behavior; customer engagement attitude is the psychological foundation of customer engagement behavior, and promotes customers’ purchase. Besides, the duration of membership moderates the relationships between customer perceived usefulness and customer engagement attitude, customer identification and customer engagement attitude. This is the first empirical study in which customer engagement is separated as two variables: customer engagement attitude and customer engagement behavior. The results enrich the customer engagement empirical studies literature, and provide some management implications for customer behavior management and customer engagement marketing.