互联网时代信息对称对顾客公民行为的影响研究  

Information Symmetry in the Age of the Internet Affects Customer Citizenship Behavior Research

作　　者：陈章旺[1] 苏千绿 孙湘湘 

机构地区：[1]福州大学经济与管理学院,福州350108 [2]福州外语外贸学校,福州350108

出　　处：《哈尔滨商业大学学报（社会科学版）》2015年第5期41-53,共13页Journal of Harbin University of Commerce:Social Science Edition

基　　金：国家自然科学基金项目(71172085)

摘　　要：顾客公民行为(CCB)作为顾客资产管理的重要因素,能给企业带来低成本甚至零成本的竞争优势,目前已经引起国内外学者的广泛关注。本研究深入剖析顾客公民行为的基本特征,从最大受益者角度将顾客公民行为分为指向企业的CCB和指向其他顾客的CCB,接着分别构建了信息对称对指向企业的CCB和指向其他顾客的CCB的影响模型,并借助前人大量的实证研究成果对这两个模型加以论证。最后,有针对性地提出几点营销建议以帮助企业引导指向企业的CCB,减少和弱化指向其他顾客的CCB,从而有效地利用顾客公民行为进行营销。As an important factor of Customer Asset Management,Customer Citizenship Behavior( CCB) has drawn the attentions of scholars both at home and abroad since it can bring competitive advantage of low cost or even no cost. This paper deeply explores the basic characteristics of the Customer Citizenship Behavior and divides it into CCB pointed to enterprise and CCB pointed to other customers from the perspective of biggest beneficiary. And then it builds two models which reflect the influence of the Information Symmetry to CCB pointed to enterprise and CCB pointed to other customers. Finally,this paper puts forward some marketing suggestions to guide the CCB pointed to enterprise,reduce and avoid CCB pointed to other customers,and thus take effectively advantage of Customer Citizenship Behavior in marketing.

关 键 词：信息对称 指向企业的CCB 指向其他顾客的CCB 

分 类 号：F713.55[经济管理—市场营销] F224[经济管理—产业经济]