虚拟品牌社区中内、外部激励对顾客契合的影响研究

从认知学派削弱论剖析出“侵蚀”视角,基于自我决定理论,构建一个以顾客参与、顾客信任和顾客认同为中介的链式中介模型,探究内、外部激励对顾客契合的影响机制,以及内、外部激励间是否存在“侵蚀”效用。运用层次回归法和Bootstrap法对数据进行分析,研究发现:①内、外部激励之间存在“侵蚀”效用,且对内、外部激励存在“单独拉升-总体抑制”效果;②激励措施不能单独通过顾客参与作用于顾客契合,顾客参与和顾客契合路径还有中介变量待发掘;③“顾客参与—顾客信任”和“顾客参与—顾客认同”链式中介作用显著。

The Influence of Internal and External Incentives on Customer Engagement in Virtual Brand Community

Dissect the“erosion”perspective from the weakening theory of the cognitive school,build a chain intermediary model with customer participation,customer trust and customer identification as the intermediary based on the self-determination theory,and explore the influence mechanism of internal and external incentives on customer engagement and whether there is an“eroding”effect between internal and external incentives.The data is analyzed by using the hierarchical regression method and the Bootstrap method.The study found that:First of all,there is an“erosion”effect between internal and external incentives and the effect of“individual pull-up and overall inhibition”on internal and external incentives.Secondly,incentives measures cannot be used solely to influence customer engagement through customer participation.There are also mediating variables to be explored in the path of customer participation and customer engagement.Finally,the chain mediation effect of“customer participation-customer trust”and“customer participation-customer identification”is significant.