文献类型：期刊文献

中文题名：在线品牌社群氛围对顾客创新行为的影响研究

英文题名：A Study on the Influence of Online Brand Community Climate on Customer Innovation Behavior

作者：赵建彬[1];景奉杰[2]

机构：[1]东华理工大学经济与管理学院,南昌330013;[2]华东理工大学商学院,上海200237

年份：2016

期号：11

起止页码：59

中文期刊名：复印报刊资料（市场营销）

基金：国家自然科学基金（71272124）.

语种：中文

中文关键词：在线品牌社群;顾客创新;支持性氛围;控制性氛围;参与动机

外文关键词：online brand community; customer innovation; supportive climate; controlling climate; participation motivation

摘要：现代营销的运行模式源于经济学的理论，该理论认为顾客与企业相互分离且独立，企业产品创新来自于企业本身，顾客是企业的外源体，被动地接受企业创造的产品。实际上，企业的产品创新不仅仅是企业内部行为，还需要借助外部顾客的创新行为，尤其在品牌社群出现以后，企业应该视顾客为内源体而不是外源体，顾客应该成为企业创新的源泉。品牌社群是让顾客成为企业创新源泉的一种有效方式。已有研究表明，在线品牌社群组织成员关系对创新行为有积极影响，但没有考察在线品牌社群组织本身的一些特征是否也会对顾客创新行为产生影响。以在线品牌社群组织氛围为起点，研究社群组织氛围对顾客创新行为的影响作用。把社群氛围分为支持性氛围和控制性氛围，以顾客参与动机视角，将自我强化动机和社会强化动机引入到社群氛围与顾客创新关系的分析框架中，根据动机一机会一能力理论和刺激一有机体一反应理论，构建社群支持性／控制性氛围一自我强化／社会强化动机一顾客创新理论模型。采用问卷调查法，调查中国6家手机品牌论坛的405名顾客，在确保问卷信度和效度的基础上，通过结构方程方法检验理论模型以及相应假设。研究结果表明，在线品牌社群的支持性氛围对顾客创新行为有显著的积极影响；参与动机部分中介支持性氛围对顾客创新行为的影响，具体为自我强化动机和社会强化动机部分中介该影响；控制性氛围不完全调节支持性氛围对顾客创新行为的影响，具体为不文明行为控制对顾客创新行为有显著的积极影响，并正向调节支持性氛围对顾客创新行为的影响，但成员身份控制对顾客创新行为的影响不显著，对支持性氛围与顾客创新行为关系的调节作用不显著。研究结果为理解社群氛围与顾客创新行为之间的关系提供了理论依据，以此为基础，为在线品牌社群管理提供对策和建议，这对于企业组织和管理顾客、获得顾客创新以及提高竞争力具有一定的现实意义。
The mode of modem marketing originates from economics theories, which holds that customers and enterprises are independent and separated from each other. Product innovations come from enterprises themselves, while customers are exogenous bodies, passive acceptance of the products made by the enterprise. Actually, product innovation is not only about an internal operation of the enterprise, but also needs the support of the external customer. After the emergence of brand communities, enterprises should especially regard customers as endogenous body rather than exogenous body, thus customers should be the source of enterprise innovation. Brand community is an effective way for customers to become a source of finn innovation. Precedent studies showed that membership of online brand community has a positive impact on innovation behavior, yet these studies did not examine whether certain features of online brand community organization itself would affect customer innovation behavior. From the perspective of online brand community climate, we try to understand the influence of community organizational climate on customer innovation. We classify community climates into supportive climate and controlling climate, then introduce serf-strengthening motivation and social-strengthening motivation into an analytical framework of community climate and customer innovation based on the ＂motivation-opportunities-ability＂（M-O-A） and ＂stimulus-organism-response＂ （S-O-R） theories. Finally, we build up the theoretical model of ＂supportive/controlling climate-serf- strengthening/social-strengthening motivation-customer innovation＂. Through a questionnaire survey which investigates 450 customers in six domestic mobile phone communities, structural equation method is used to test the theoretical model and its relevant assumptions on the basis of ensuring the reliability and validity of the questionnaire. The results have shown as follows： supportive climate of online brand community has significant positive impact on customer innovation behavior; participative motivation partially mediates supportive climate＇s impact on customer innovation behavior. Both self-strengthening and social-strengthening motivations partially mediate the effect; controlling climate does not fully moderate the impact of supportive climate on innovation. It is the control of uncivilized behaviors that has a significant positive impact on customer innovation, and it positively moderates the impact of supportive climate on customer innovation. However, membership control has no significant impact on customer innovation, nor the moderating effect on supportive climate and customer innovation. These results put a focus on the impact of online brand community climate on customer innovation, and it provides a theoretical framework for understanding the relationship between community climate and customer innovation. On this basis, more strategies and suggestions are proposed to online brand community management; yet it may have practical significance on organizing, managing and obtaining customer innovations and enhancing long-term competitiveness of firms.