B2B社区中企业参与与社区营销绩效——基于阿里巴巴商友圈的研究

摘要/Abstract

摘要：

互联网的发展不仅带动了个体虚拟社区的发展，也带动了企业虚拟社区的发展。目前虚拟社区的研究中主要集中在个人参与的虚拟社区中，对企业虚拟社区以及参与的结果研究较少。该文通过对阿里巴巴旗下的商友圈社区6332个样本的数据分析，探索了企业参与、结构嵌入、参与时长、社区营销绩效之间的关系，发现企业在第三方B2B社区中的社区参与能够影响其在社区中的结构嵌入，这种结构嵌入进而会影响企业在社区中的营销绩效，同时，结构嵌入与社区营销绩效的关系受到企业参与时长的调节作用。

关键词: B2B社区, 社区参与, 营销绩效, 参与时长

Abstract:

The development of internet not only leads to the flourishing of individual virtual communities, but also brings the prosperity of enterprise virtual communities. Currently, researches about virtual communities mainly focus on the former kind of communities, with little attention to the latter. Based on the data of 6332 samples from the business friends circle of Alibaba, the paper explores the relationship between firm's participation, structural embeddedness, participation duration and marketing performance in the community, and finds that a firm's participation in this third-party B2B community can affect its structural embeddedness, and the embeddedness can bring the firm a better marketing performance in the community, which is moderated by its participation duration.

Key words: B2B community, community participation, marketing performance, participation duration

孟韬, 王维. B2B社区中企业参与与社区营销绩效——基于阿里巴巴商友圈的研究[J]. , 2019, 31(6): 123-134.

Meng Tao, Wang Wei. Enterprise Participation and Marketing Performance in B2B Community: A Study Based on the Business Friends Circle of Alibaba[J]. , 2019, 31(6): 123-134.

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