在线商人社区成员社交行为对交易绩效的影响机制研究  

The Impact of Social Interactions in Online Businessmen Communities on Sales Performance

作　　者：张音[1] 卢宝周 胡波[1] Zhang Yin;Lu Baozhou;Hu Bo(School of Economics and Management,China University of Petroleum,Qingdao 266555;Business School,Qingdao University,Qingdao 266071)

机构地区：[1]中国石油大学(华东)经济管理学院,青岛266555 [2]青岛大学商学院,青岛266071

出　　处：《管理评论》2018年第11期119-129,共11页Management Review

基　　金：国家自然科学青年基金项目(71602187);国家自然科学基金重大研究计划重点支持项目(91746206);中央高校基本科研业务费专项资金项目(17CX04054B);青岛市哲学社会科学规划项目(QDSKL1701037);山东省自然科学基金青年项目(ZR2018QG002)

摘　　要：在线社区对企业开拓市场具有重要意义,但企业家以及营销人员通过参与在线社区促进营销活动的内在机制仍有待探讨。本文借鉴社会网络和社会交换理论,考察在线商人社区成员社交行为对其交易绩效的影响。借助来自真实社区的客观数据,本文分析了社区成员在线社交行为特征、网络位置以及信用等级对在线交易绩效的作用。研究发现,在线商人社区成员积极参与社区社交,如保持较高频次的社交行为和较快回应其他成员有助于提高其在社区社会网络中的位置中心性,从而提升其在线交易绩效。同时,社区成员信用等级正向调节社区成员社交行为对成员社交网络位置中心性的影响。Online community is of vital importance for enterprises in expanding potential market.Drawing on social network theory and social exchange theory,the authors investigate the impact of social interactions of community members in online businessmen communi- ties.Based on data from real businessmen community,we examine how the characteristics of social interactions and third-party ratings in- fluence online sales performance of e-vendors represented by community members.The results indicate a positive relation between both frequency and response speed of community members in online communications and their sales performance,which is mediated by net- work centrality of community members in online social network.Besides,third-party ratings on e-vendors represented by community members positively moderate the influence of social interactions on the network centrality of community members.

关 键 词：在线商人社区 社会网络 社交行为 网络中心性 交易绩效 

分 类 号：F724.6[经济管理—产业经济]