虚拟品牌社区公民行为概念界定与量表开发  

The Concept and Scale Development of Citizenship Behavior of Virtual Brand Community

作　　者：江若尘[1] 徐冬莉[2] 

机构地区：[1]上海财经大学500强企业研究中心,上海200433 [2]上海财经大学国际工商管理学院,上海200433

出　　处：《软科学》2012年第10期121-125,共5页Soft Science

基　　金：国家社会科学基金项目(11BGL049)

摘　　要：对虚拟品牌社区公民行为的概念进行了界定。通过开放式问卷,深度访谈等方法开发出一套具有可靠性和有效性的测量量表。结果表明:虚拟品牌社区公民行为由五个维度构成:正面口碑,积极参与,维持秩序,助人和反馈,经实证检验,该量表具有较好的信度和效度。This paper puts forwards the concept of virtual brand community citizenship behavior and defines the concept with detail. A scale with high reliability and validity of the concept is developed by open - ended questionnaires and depth inter- view. Result shows that virtual brand community citizenship behavior is composed of five dimensions ： positive word - of - mouth, active participation, maintain order, altruistic behavior and feedback and the scale is high reliable and valid though test.

关 键 词：虚拟品牌社区 公民行为 量表开发 

分 类 号：F713.5[经济管理—市场营销]