虚拟社区顾客公民行为的界定与量表研究  

The Concept and Scale Development of Customer Citizenship Behavior in Virtual Community

作　　者：张玉红[1,2] 董大海[1] 刘晟楠[3] 

机构地区：[1]大连理工大学工商管理学院,辽宁大连116024 [2]北京物资学院商学院,北京101149 [3]广东金融学院工商管理系,广东广州510521

出　　处：《大连理工大学学报（社会科学版）》2013年第3期30-35,共6页Journal of Dalian University of Technology(Social Sciences)

基　　金：国家自然科学基金项目:“商业模式创新中顾客价值发现的过程及其影响因素研究”(71272094);“自助服务技术的使用对关系质量的影响研究”(71002079)

摘　　要：顾客公民行为是近年来顾客行为研究领域的一个新概念。现有研究在界定顾客公民行为的概念及其构成时,大多是在线下环境中进行的,在线上虚拟社区环境中,尚未有学者对其进行明确的定义和测量。文章借鉴组织公民行为理论提出,顾客公民行为是由2个二阶因子(即CCBO和CCBI)构成的多层次多维度概念。在文献回顾的基础上,结合消费者定性访谈的结果,开发了一个包括7个维度的虚拟社区顾客公民行为测量量表。实证分析结果显示,该量表具有较好的内部一致性信度、收敛效度和区别效度。Customer citizenship behavior is a new concept in the field of customer behavior research.Most extant literatures have studied its definitions and dimensions in offline environments.But it has not been defined and measured well in online environments,especially in virtual communities.Drawing on the theory of organizational citizenship behavior,this article conceptualizes customer citizenship behavior as a multidimensional concept consisting of two higher-order factors,i.e.CCBO and CCBI.Based on the literature review and the findings of qualitative interviews of consumers,a customer citizenship behavior scale in virtual communities is developed,which comprises 7dimensions.Empirical results show that the customer citizenship behavior scale developed in virtual community environments has good reliability,convergent validity and discriminant validity.

关 键 词：虚拟社区 顾客公民行为 CCBO CCBI 量表开发 效度检验 

分 类 号：F713.36[经济管理—产业经济]