品牌社区中情感和关系会激发推荐吗？——顾客心理依附对口碑推荐意愿的影响研究

摘要/Abstract

摘要：

本文基于情感性和关系性两个视角，在社会交换理论和社会认同理论基础上，提出一个整合模型，探索情感性双维度心理依附（基于身份和基于对象）和关系性影响因素（关系强度和社区氛围）对口碑推荐意愿的交互影响。本文面向品牌社区，通过问卷和实验的实证研究对假设进行验证，结果表明：顾客心理依附对口碑推荐意愿产生积极影响，且社区心理依附比品牌心理依附对口碑推荐社区的影响更强烈，品牌心理依附比社区心理依附对口碑推荐品牌的影响更强烈；社区认同在顾客心理依附和口碑推荐意愿间起部分中介作用；两者的关系受到社区氛围的调节作用，即与低社区氛围相比，在高社区氛围中顾客心理依附对口碑推荐意愿的影响会更加强烈；两者的关系还受到关系强度的调节作用，即与高关系强度相比，在低关系强度下顾客心理依附对口碑推荐意愿的影响会更加强烈。

关键词: 心理依附, 口碑推荐, 社区氛围, 关系强度

Abstract:

From both emotional and relational perspectives, this paper puts forward an integrated model based on social exchange theory and social identity theory. It explores the interactive influence of double-dimension psychological attachments and relationship factors on recommendation intentions. Psychological attachments base on identity and object,and relationship factors include relationship intensity and community atmosphere. This paper is written in the context of brand community. Through the questionnaire and experiment of empirical research, the results show that customer psychological attachment has a positive impact on recommendation intentions. Specifically, community psychological attachment is more intense than brand attachment on referrals of community, and brand psychological attachment is more intense than community attachment on referrals of brand. Community identity plays a media role between customer psychological attachment and their recommendation intentions. The relationship is regulated by the atmosphere of community atmosphere, that is, compared with low community atmosphere, the influence of customer psychological attachment on their recommendation intentions will be stronger in high community atmosphere. The relationship is also regulated by relationship intensity, that is, compared with high relationship intensity, the influence of customer's psychological attachment on their recommendation intentions is stronger in low relationship intensity.

Key words: psychological attachment, word of mouth recommendation, community atmosphere, relationship intensity

张德鹏, 林萌菲, 陈春峰, 刘思. 品牌社区中情感和关系会激发推荐吗？——顾客心理依附对口碑推荐意愿的影响研究[J]. , 2019, 31(2): 155-168.

Zhang Depeng, Lin Mengfei, Chen Chunfeng, Liu Si. Do Emotions and Relationships in Brand Community Inspire Recommendations?——Research on the Influence of Customer Psychological Attachment on Their Recommendation Intentions[J]. , 2019, 31(2): 155-168.

参考文献

[1] Wang Y., Haggerty N. Individual Virtual Competence and Its Influence on Work Outcomes[J]. Journal of Management Information Systems, 2011,27(4):299-334.
[2] Schivinski B., Christodoulides G., Dabrowski D. Measuring Consumers' Engagement with Brand-related Social-media Content[J]. Journal of Advertising Research, 2016,56(1):64-80.
[3] Hennig-Thurau T., Gwinner K. P., Walsh G., et al. Electronic Eord-of-mouth via Consumer-opinion Platforms:What Motivates Consumers to Articulate Themselves on the Internet?[J]. Journal of Interactive Marketing, 2004,18(1):38-52.
[4] Munzel A., Kunz W. H. Creators,Multipliers,and Lurkers:Who Contributes and Who Benefits at Online Review Sites[J]. Social Science Electronic Publishing, 2014,25(1):49-74.
[5] Okazaki S. Social Influence Model and Electronic Word of Mouth[J]. International Journal of Advertising, 2009,28(3):439-472.
[6] Toubia O., Stephen A. T. Intrinsic versus Image-related Utility in Social Media:Why Do People Contribute Content to Twitter?[J]. Marketing Science, 2013,32(3):368-392.
[7] Farmer S. M., Dyne L. V. The Idealized Self and the Situated Self as Predictors of Employee Work Behaviors[J]. Journal of Applied Psychology, 2010,95(3):503-516.
[8] Li C., Bernoff J. Groundswell, Expanded and Revised Edition:Winning in a World Transformed by Social Technologies[J]. Journal of Information Privacy & Security, 2011,29(1):75-78.
[9] Madupu V., Cooley D. O. Antecedents and Consequences of Online Brand Community Participation:A Conceptual Framework[J]. Journal of Internet Commerce, 2010,9(2):127-147.
[10] 董大海,刘琰. 口碑、网络口碑与鼠碑辨析[J]. 管理学报, 2012,9(3):428-436.
[11] 沙振权,朱玲梅. 虚拟品牌社区中知识分享对社区推广的影响研究——基于社会资本视角[J]. 营销科学学报, 2016,11(4):38-47.
[12] Blau P. M. Exchange and Power in Social Life[M]. United States:Transaction Publishers, 1964.
[13] Tajfel H. Social Psychology of Intergroup Relations[J]. Annual Review of Psychology, 1982,33(1):1-39.
[14] Charles O.,Jennifer C. Organizational Commitment and Psychological Attachment:The Effects of Compliance, Identification, and Internalization on Prosocial Behavior[J]. Journal of Applied Psychology, 1986,71(3):492-499.
[15] 张德鹏,林萌菲,潘嘉欣. 顾客参与创新对社区心理依附的影响效应[J]. 预测, 2016,35(6):16-22.
[16] 颜静,樊耘,张旭. 员工心理依附对其行为的影响——基于中国中小企业的实证研究[J]. 管理评论, 2016,28(4):109-122.
[17] 楼天阳,陆雄文. 虚拟社区与成员心理联结机制的实证研究:基于认同与纽带视角[J]. 南开管理评论, 2011,14(2):14-25.
[18] Manzo L. C., Perkins D. D. Finding Common Ground:The Importance of Place Attachment to Community Participation and Planning[J]. Journal of Planning Literature, 2006,20(4):335-350.
[19] 刘建新,李东进,李杰. 价值共创产品依附效应的比较研究——基于心理所有权与心理流体验中介模型[J]. 管理评论, 2018,30(7):114-125.
[20] McAlexander J. H., Schouten J. W., Koenig H. F. Building Brand Community[J]. Journal of Marketing, 2002,66(1):38-54.
[21] Brodie R. J., Ilic A., Juric B., et al. Consumer Engagement in a Virtual Brand Community:An Exploratory Analysis[J]. Journal of Business Research, 2013,66(1):105-114.
[22] Füller J., Matzler K., Hoppe M. Brand Community Members as a Source of Innovation[J]. Journal of Product Innovation Management, 2008,5(6):608-619.
[23] 赵建彬,景奉杰. 在线品牌社群氛围对创新行为的影响研究[J]. 管理科学, 2016,29(4):125-138.
[24] Lavelle J. J., Brockner J., Konovsky M. A. Commitment, Procedural Fairness, and Organizational Citizenship Behavior:A Multifoci Analysis[J]. Journal of Organizational Behavior, 2009,30(3):337-357.
[25] Burris E. R., Detert J. R. Quitting before Leaving:The Mediating Effect of Psychological Attachment and Detachment on Voice[J]. Journal of Applied Psychology, 2008,93(4):912-922.
[26] Coleman N. V., Williams P. Feeling Like Myself:Emotion Profiles and Social Identity[J]. Journal of Consumer Research, 2013,40(2):203-222.
[27] Mcmillan D. W., Chavis D. M. Sense of Community:A Definition and Theory[J]. Journal of Community Psychology, 1986,4(1):6-23.
[28] 朱春平,范钧,高孟立. 虚拟品牌社区中顾客建言行为的动机研究[J]. 管理评论, 2017,29(12):153-162.
[29] Nambisan S., Baron R. A. Different Roles,Different Strokes:Organizing Virtual Customer Environments to Promote Two Types of Customer Contributions[J]. Organization Science, 2010, 21(2):554-572.
[30] 马双,王永贵. 虚拟品牌社区重在"维系情感"还是"解决问题"?——基于承诺的差异性影响的实证研究[J]. 经济管理, 2015,37(1):77-86.
[31] 杨洋,胡茜茜,裴学亮. 基于小米公司案例的品牌社群认同形成机制的模型构建研究[J]. 管理学报, 2017,14(12):1737-1746.
[32] 马向阳,王宇龙,汪波,等. 虚拟品牌社区成员的感知、态度和参与行为研究[J]. 管理评论, 2017,29(7):70-81.
[33] Fu W., Deshpande S. P. The Impact of Caring Climate, Job Satisfaction, and Organizational Commitment on Job Performance of Employees in a China's Insurance Company[J]. Journal of Business Ethics, 2014,124(2):339-349.
[34] Vessey W. B., Barrett J. D., Mumford M. D., et al. Leadership of Highly Creative People in Highly Creative Fields:A Historiometric Study of Scientific Leaders[J]. Leadership Quarterly, 2014,5(4):672-691.
[35] 王端旭,洪雁. 组织氛围影响员工创造力的中介机制研究[J]. 浙江大学学报(人文社会科学版), 2011,41(2):77-83.
[36] Palmatier R. W., Houston M. B., Dant R. P., et al. Relationship Velocity:Toward a Theory of Relationship Dynamics[J]. Journal of Marketing a Quarterly Publication of the American Marketing Association, 2013,77(1):13-30.
[37] Granovetter M. S. The Strength of Weak Ties[J]. Social Networks, 1973,78(6):347-367.
[38] Ryu G., Feick L. A Penny for Your Thoughts:Referral Reward Programs and Referral Likelihood[J]. Journal of Marketing, 2007,71(1):84-94.
[39] 张欣,姚山季,王永贵. 顾客参与新产品开发的驱动因素:关系视角的影响机制[J]. 管理评论, 2014,26(5):99-110.
[40] Moghaddam J. Y., Akhavan P., Mehralian G. Intellectual Capital, Ethical Climate and Organizational Performance:An Interaction Analysis[J]. International Journal of Learning and Intellectual Capital, 2015,12(3):232-250.
[41] Sicilia M., Delgado-Ballester E., Palazon M. The Need to Belong and Self-disclosure in Positive Word-of-mouth Behaviors:The Moderating Effect of Self-brand Connection[J].Journal of Consumer Behavior, 2016,15(1):60-71.
[42] Kang J. H., Matusik J. G., Kim T., et al. Interactive Effects of Multiple Organizational Climates on Employee Innovative Behavior in Entrepreneurial Firms:A Cross-level Investigation[J]. Journal of Business Venturing, 2016,31(6):628-642.
[43] 朱瑾,林敬梓,王兴元. 在线社群氛围对社群成员创新行为的作用机理研究——自我决定视角[J].科技进步与对策, 2017,34(8):29-36.
[44] 郑亚琴,王晓宇,郑文生. 微博口碑营销特征对企业品牌价值的影响——基于关系视角的研究[J].财贸研究, 2016,27(4):53-58.
[45] 朱翊敏. 奖励额度和努力程度对网络推荐意愿的影响——关系强度的调节作用[J]. 软科学,2013,27(10):10-15.
[46] Tumbat G., Belk R. W. Marketplace Tensions in Extraordinary Experiences[J]. Journal of Consumer Research, 2011,38(1):42-61