感知社群价值、社群承诺与成员推广意愿——人际意识的直接与调节效应

摘要/Abstract

摘要： 人际意识(interpersonal awareness)衡量人们在人际交往中因自己的言行引起他人对自己可能的负面反馈和评价的敏感性,是一种稳定的个体心理特质。基于特质激活理论,本文将人际意识纳入分析模型,通过来自品牌知识付费社群的222个成员的数据,应用OLS回归方法实证检验了人际意识、社群承诺、感知社群利益与成员推广意愿的相互关系。研究发现:(1)感知社群利益既可以通过"公平法则"直接正向影响成员推广意愿又可以基于"人情法则"通过社群承诺的中介间接正向影响成员推广意愿,即感知社群利益对成员推广意愿存在双路径影响机制;(2)人际意识负向影响成员推广意愿;(3)人际意识负向调节社群承诺对成员推广意愿的正向影响。最后,本文讨论了研究的理论和管理意义。

关键词: 品牌社群, 人际意识, 人际推广意愿, 社群承诺, 感知社群利益

Abstract: Interpersonal awareness can be used to measure the intensity of psychological stress that people generate in interpersonal interactions. However, there is few empirical researches on the role of interpersonal awareness in existing brand management literature. This paper incorporates interpersonal awareness into the analytical model. Based on data from 222 members of the three brand communities of Fan Deng’s Reading, Hundun University, and Wu Xiaobo’s reading club, this paper analyzes the relationships among interpersonal awareness, community commitment, perceived community benefits, and interpersonal recommendation intention with OLS regression method. The empirical research finds that: (1) community commitment has a partial mediating effect between perceived community benefits and interpersonal recommendation intention; (2) interpersonal awareness negatively affects interpersonal recommendation intention and community commitment; (3) community commitment is moderated by interpersonal awareness. Theoretical and managerial implications are also discussed.

Key words: brand community, interpersonal awareness, recommendation intention, community commitment, perceived community benefits

苑春, 何欣, 薛豆豆. 感知社群价值、社群承诺与成员推广意愿——人际意识的直接与调节效应[J]. 管理评论, 2022, 34(3): 174-185.

Yuan Chun, He Xin, Xue Doudou. Perceived Community Benefits, Community Commitment and Members’ Recommendation Intention： Direct and Moderating Effects of Interpersonal Awareness[J]. Management Review, 2022, 34(3): 174-185.

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