文献类型：期刊文献

中文题名：顾客间互动—情绪—购后满意关系分析——基于在线品牌社群视角

英文题名：The Relationship between Customer-to-Customer Interaction,Emotion and Post-Purchase Satisfaction from the View of Online Brand Community

作者：景奉杰[1,2];赵建彬[1];余樱[1]

机构：[1]华中科技大学管理学院,湖北武汉430074;[2]华东理工大学商学院,上海市200237

年份：2013

卷号：27

期号：9

起止页码：86

中文期刊名：中国流通经济

外文期刊名：China Business and Market

收录：CSTPCD;;国家哲学社会科学学术期刊数据库;北大核心:【北大核心2011】；CSSCI:【CSSCI_E2012_2013】；

基金：国家自然科学基金项目(项目编号:71272124)的部分研究成果

语种：中文

中文关键词：顾客间互动;顾客情绪;购后满意;在线品牌社群

外文关键词：customer-to-customer interaction; customer emotions; post-purchase satisfaction; online brand community

摘要：顾客间互动对顾客满意的影响和作用已经为学者们普遍接受,但之前的研究大多局限于服务现场,有关服务现场外顾客间互动的研究较少。文章以在线品牌社群为研究背景,根据刺激(S)—有机体(O)—反应(R)理论构建顾客间互动、顾客情绪和购后满意度的关系模型。研究表明,在线品牌社群中的顾客间互动(信息互动和人际互动)对购后满意度具有积极影响,且积极情绪对这种影响具有中介作用,具体为积极情绪在信息互动中对购后满意度的影响具有部分中介作用,在人际互动对购后满意度的影响中起到完全中介作用。
The influence of customer-to-customer interaction （CCI） on customer satisfaction has been accepted by scholars. However, the majority of previous studies are limited to service on-site, and there is few on service off-site. Taking online brand community as research background, the relational model of CCI, customer emotions and post-purchase satisfaction is designed according to the S-O-R theory. The online brand community CCI （information interaction and interpersonal interaction） has positive impact on the post-purchase satisfaction and customers＇ positive emotions play the mediating role in this effect. Specifically, positive emotions play partial mediating role between information interaction and post-purchase satisfaction, and play fully mediating role between interpersonal interaction and post-purchase satisfaction.