The Motivations of Customer Voice in the Context of Virtual Brand Community

Abstract

Abstract:

This paper divides customer voice into promotive voice and prohibitive voice in the context of virtual brand community. Based on the analysis of motivation theory, this paper studies the motivation of customer advice behavior in the virtual brand community through questionnaire surveying and statistical analysis of 368 samples from Xiaomi community. The results show:social motivation and economic motivation both have positive impact on customer promotive voice; Social motivation, economic motivation, psychological motivation and functional motivation all have positive impact on customer prohibitive voice; Community identification has negative moderating effects on the relationship between economic motivation and promotive voice, which has positive moderating effects on the relationship between psychological motivation, functional motivation and prohibitive voice.

Key words: virtual brand community, customer voice, motivation, community identification

Zhu Chunping, Fan Jun, Gao Mengli. The Motivations of Customer Voice in the Context of Virtual Brand Community[J]. , 2017, 29(12): 153-162.

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