顾客主观知识对网络口碑的影响——基于社会认知理论视角  

Impact of Customer Subjective Knowledge on Electronic Word-of-Mouth:From the Perspective of Social Cognitive Theory

作　　者：林萌菲[1,2] 张德鹏[2] 

机构地区：[1]珠海城市职业技术学院经济管理学院,广东珠海519090 [2]广东工业大学管理学院,广东广州510520

出　　处：《中国流通经济》2016年第7期106-114,共9页China Business and Market

基　　金：国家自然科学基金项目"顾客忠诚对赢利性的影响机理研究:基于行为视角"(71172097)

摘　　要：在社会认知理论中,网络环境、顾客认知和口碑行为之间的关系是辩证统一的。实证研究结果表明,顾客主观知识对网络正面/负面口碑呈显著的正向影响;社区参与自我效能感在两者间起部分中介和完全中介的作用;当网络社区是由企业创建时,社区参与自我效能感对正面口碑的影响比负面口碑更强烈,但当社区是由顾客创建时,社区参与自我效能感对正面和负面口碑的影响没有差别。企业应针对顾客主观知识的差异引导其进行网络口碑传播,在品牌社区中有意识地提高顾客社区参与自我效能感,利用不同的社区类型特点激发顾客的网络正面口碑。Previous research points out that the relationship between customer knowledge and word- of- mouth wasinconsistent. Under the social cognitive theory framework,the impact of customer subjective knowledge on electronic word-ofmouthis tested. The research shows that customer subjective knowledge has positive influence on positive/negative word- ofmouth.Community participation self-efficacy plays partial and complete mediation role between them. When the community iscreated by enterprises,the impact of community participation self-efficacy on positive word-of-mouth is stronger than that onnegative word-of-mouth. When the community is created by customers,there is no difference between the impact of communityparticipation self- efficacy on positive and negative word- of- mouth. The enterprises should guide the customers’role inelectronic word- of- mouth according to the difference in customer subjective knowledge,consciously improve customers’community participation self-efficacy,and create the positive electronic word-of-mouth based on the different characteristics ofdifferent communities.

关 键 词：网络口碑 顾客主观知识 社会认知理论 自我效能感 社区类型 

分 类 号：F274[经济管理—企业管理]