在线商人社区成员社交行为对交易绩效的影响机制研究

摘要/Abstract

摘要：

在线社区对企业开拓市场具有重要意义，但企业家以及营销人员通过参与在线社区促进营销活动的内在机制仍有待探讨。本文借鉴社会网络和社会交换理论，考察在线商人社区成员社交行为对其交易绩效的影响。借助来自真实社区的客观数据，本文分析了社区成员在线社交行为特征、网络位置以及信用等级对在线交易绩效的作用。研究发现，在线商人社区成员积极参与社区社交，如保持较高频次的社交行为和较快回应其他成员有助于提高其在社区社会网络中的位置中心性，从而提升其在线交易绩效。同时，社区成员信用等级正向调节社区成员社交行为对成员社交网络位置中心性的影响。

关键词: 在线商人社区, 社会网络, 社交行为, 网络中心性, 交易绩效

Abstract:

Online community is of vital importance for enterprises in expanding potential market. Drawing on social network theory and social exchange theory, the authors investigate the impact of social interactions of community members in online businessmen communities. Based on data from real businessmen community, we examine how the characteristics of social interactions and third-party ratings influence online sales performance of e-vendors represented by community members. The results indicate a positive relation between both frequency and response speed of community members in online communications and their sales performance, which is mediated by network centrality of community members in online social network. Besides, third-party ratings on e-vendors represented by community members positively moderate the influence of social interactions on the network centrality of community members.

Key words: online businessmen community, social interaction, social network, network centrality, performance

张音, 卢宝周, 胡波. 在线商人社区成员社交行为对交易绩效的影响机制研究[J]. , 2018, 30(11): 119-129.

Zhang Yin, Lu Baozhou, Hu Bo. The Impact of Social Interactions in Online Businessmen Communities on Sales Performance[J]. , 2018, 30(11): 119-129.

参考文献

[1] Libai B., Bolton R., Bügel M. S., et al. Customer-to-Customer Interactions:Broadening the Scope of Word of Mouth Research[J]. Journal of Service Research, 2010,13(3):267-282
[2] Dholakia U. M., Blazevic V., Wiertz C., et al. Communal Service Delivery How Customers Benefit from Participation in Firm-Hosted Virtual P3 Communities[J]. Journal of Service Research, 2009,12(2):208-226
[3] Andersen P. H. Relationship Marketing and Brand Involvement of Professionals Through Web-Enhanced Brand Communities:The Case of Coloplast[J]. Industrial Marketing Management, 2005,34(3):285-297
[4] Borgatti S. P., Halgin D. S. On Network Theory[J]. Organization Science, 2011,22(5):1168-1181
[5] Qu Z., Wang Y., Wang S., et al. Implications of Online Social Activities for E-Tailers' Business Performance[J]. European Journal of Marketing, 2013,47(8):1190-1212
[6] Bruhn M., Schnebelen S., Schäfer D. Antecedents and Consequences of the Quality of E-customer-to-customer Interactions in B2B Brand Communities[J]. Industrial Marketing Management, 2014,43(1):164-176
[7] Snow C. C., Fjeldstad Ø. D., Lettl C., et al. Organizing Continuous Product Development and Commercialization:The Collaborative Community of Frms Model[J]. Journal of Product Innovation Management, 2011,28(1):3-16
[8] 刘海鑫,刘人境,李圭泉. 社会资本、技术有效性与知识贡献的关系研究——基于企业虚拟社区的实证研究[J]. 管理评论, 2014,26(12):10-19
[9] Kwon S. W., Adler P. S. Social Capital:Maturation of a Field of Research[J]. Academy of Management Review, 2014,39(4):412-422
[10] 钱锡红,杨永福,徐万里. 企业网络位置, 吸收能力与创新绩效——一个交互效应模型[J]. 管理世界, 2010,(5):118-129
[11] Zaheer A., Soda G. Network Evolution:The Origins of Structural Holes[J]. Administrative Science Qarterly, 2009,54(1):1-31
[12] Faraj S., Johnson S. L. Network Exchange Patterns in Online Communities[J]. Organization Science, 2011,22(6):1464-1480
[13] Cropanzano R., Mitchell M. S. Social Exchange Theory:An Interdisciplinary Review[J]. Journal of Management, 2005,31(6):874-900
[14] 黄敏学,王琦缘,肖邦明,等. 消费咨询网络中意见领袖的演化机制研究——预期线索与网络结构[J]. 管理世界, 2015,(7):109-121
[15] Morgan-Thomas A., Veloutsou C. Beyond Technology Acceptance:Brand Relationships and Online Brand Experience[J]. Journal of Business Research, 2013,66(1):21-27
[16] Pavlou P. A., Gefen D. Building Effective Online Marketplaces with Institution-Based Trust[J]. Information Systems Research, 2004,15(1):37-59
[17] Hu X., Wu G., Wu Y., et al. The Effects of Web Assurance Seals on Consumers' Initial Trust in an Online Vendor:A Functional Perspective[J]. Decision Support Systems, 2010,48(2):407-418
[18] Akdeniz B., Calantone R. J., Voorhees C. M. Effectiveness of Marketing Cues on Consumer Perceptions of Quality:The Moderating Roles of Brand Reputation and Third-Party Information[J]. Psychology & Marketing, 2013,30(1):76-89
[19] Stephen A. T., Toubia O. Deriving Value from Social Commerce Networks[J]. Journal of Marketing Research, 2010,47(2):215-228
[20] Weiss A. M., Lurie N. H., MacInnis D. J. Listening to Strangers:Whose Responses Are Valuable, How Valuable Are They, and Why?[J]. Journal of Marketing Research, 2008,45(4):425-436
[21] 张勉,魏钧,杨百寅. 社会资本的来源:工作咨询网络中心性的前因变量[J]. 管理世界, 2009,(5):119-127
[22] Ma M., Agarwal R. Through a Glass Darkly:Information Technology Design, Identity Verification, and Knowledge Contribution in Online Communities[J]. Information Systems Esearch, 2007,18(1):42-67
[23] Whittington K. B., Owen-Smith J., Powell W. W. Networks, Propinquity, and Innovation in Knowledge-Intensive Industries[J]. Administrative Science Quarterly, 2009,54(1):90-122
[24] Bolander W., Satornino C. B., Hughes D. E., et al. Social Networks Within Sales Organizations:Their Development and Importance for Salesperson Performance[J]. Journal of Marketing, 2015,79(6):1-16
[25] Batjargal B., Hitt M. A., Tsui A. S., et al. Institutional Polycentrism, Entrepreneurs' Social Networks, and New Venture Growth[J]. Academy of Management Journal, 2013,56(4):1024-1049
[26] 肖俊极,刘玲. C2C网上交易中信号机制的有效性分析[J]. 中国管理科学, 2012,20(1):161-170
[27] 王萌,郭迅华,陈国青,等. 在线关系对中小网商绩效影响的实证分析[J]. 中国管理科学, 2016,24(10):156-163
[28] 徐恪,张赛,陈昊,等. 在线社会网络的测量与分析[J]. 计算机学报, 2014,37(1):165-188
[29] Faraj S., Kudaravalli S., Wasko M. Leading Collaboration in Online Communities[J]. Mis Quarterly, 2015,39(2):393-412
[30] 罗家德. 社会网络分析讲义[M]. 北京:社会科学文献出版社, 2010
[31] Illenberger J., Flötteröd G. Estimating Network Properties from Snowball Sampled Data[J]. Social Networks, 2012,34(4):701-711
[32] Tsvetovat M., Kouznetsov A著. 王薇,王成军,王颖,等译. 社会网络分析:方法与实践[M]. 北京:机械工业出版社, 2013
[33] 赵金楼,成俊会. 基于SNA的突发事件微博舆情传播网络结构分析——以"4.20四川雅安地震"为例[J]. 管理评论, 2015,27(1):148-157
[34] Borgatti S. P., Everett M. G., Freeman L. C. Ucinet for Windows:Software for Social Network Analysis[M]. Natick, MA:Analytic Technologies Inc, 2002
[35] 罗吉,党兴华,王育晓. 网络位置、网络能力与风险投资机构投资绩效:一个交互效应模型[J]. 管理评论, 2016,28(9):83-97
[36] Terwiesch C., Xu Y. Innovation Contests, Open Innovation, and Multiagent Problem Solving[J]. Management Science, 2008,54(9):1529-1543
[37] 温忠麟,张雷,侯杰泰. 有中介的调节变量和有调节的中介变量[J]. 心理学报, 2006,38(3):448-452
[38] 张莉,Wan Fang,林与川,等. 实验研究中的调节变量和中介变量[J]. 管理科学, 2011,24(1):108-116
[39] 赵学锋,陈传红,申义贤. 网站制度对消费者信任影响的实证研究[J]. 管理学报, 2012,9(5):715-722
[40] Xu-Priour D. L., Truong Y., Klink R. R. The Effects of Collectivism and Polychronic Time Orientation on Online Social Interaction and Shopping Behavior:A Comparative Study between China and France[J]. Technological Forecasting and Social Change, 2014,88(8):265-275
[41] Tong P. Y., Crosno J. L. Are Information Asymmetry and Sharing Good, Bad, or Context Dependent? A Meta-Analytic Review[J]. Industrial Marketing Management, 2015,56(7):167-180
[42] Wichmann B. K., Carter C. R., Kaufmann L. How to Become Central in an Informal Social Network:An Investigation of the Antecedents to Network Centrality in an Environmental SCM Initiative[J]. Journal of Business Logistics, 2015,36(1):102-119
[43] Hallen B. L., Eisenhardt K. M. Catalyzing Strategies and Efficient Tie Formation:How Entrepreneurial Firms Obtain Investment Tie[J]. Academy of Management Journal, 2012,55(1):35-70
[44] 冯娇,姚忠. 基于强弱关系理论的社会化商务购买意愿影响因素研究[J]. 管理评论, 2015,27(12):99-109