虚拟社区质量、关系质量与顾客契合行为研究

顾客契合行为是顾客–企业互动中的非交易行为，以社会交换理论为理论基础，运用实证研究方法探讨旅游虚拟社区中社区质量对顾客契合行为的影响，同时探讨顾客–社区关系质量对这一影响的中介作用。通过向旅游虚拟社区成员回收396份有效问卷，运用SPSS18.0和LISREL8.72统计软件对结构方程模型进行检验。研究认为，“社区质量”包含信息质量、系统质量、服务质量和互动质量4个维度，信息质量、服务质量和互动质量都对顾客–社区关系质量有显著的正向影响，系统质量则直接影响社区导向的顾客契合行为；顾客–社区关系质量对社区导向和顾客导向的顾客契合行为都有显著的正向影响，且社区导向的顾客契合行为直接影响顾客导向的顾客契合行为。研究表明，企业管理者要有效管理虚拟社区并促进顾客契合行为，应保证信息质量的时效性、可靠性和个性化，提高服务质量的全面性和专业性；应建立平台或创造契机激励社区与成员提高互动质量，着力为用户提供符合预计甚至超出预期的使用体验，确保用户信息安全，打造良好的社区形象和口碑，来提高顾客与社区的关系质量。

A Research on Virtual Community Quality,Relationship Quality and Customer Engagement Behavior

Customer engagement behavior is non-transactional behavior appearing in the interaction between customers and firms. Based on the Social Exchange Theory, the authors explored the relationship among community quality, relationship quality between customer and community, and customer engagement behavior in virtual travel communities through empirical approaches. The authors collected 316 valid questionnaires from members of virtual travel communities, analyzed the data with the statistical software SPSS22.0 and LISREL8.72, and used SEM to test the hypothesis. The result revealed that 3 kinds of community qualities -- information quality, service quality and interaction quality have significant and positive influence on relationship quality between customer and community. Furthermore, relationship quality between customer and community has significant and positive impact on customer engagement behavior toward other customers, but shows no significant influence on customer engagement behavior toward the community. The research enriches studies on influence factors of customer engagement behavior, and helps managers to manage virtual travel communities and promote customer engagement behavior effectively.