虚拟品牌社区中知识获取方式对顾客参与的影响研究  

The Impact of the Way Acquiring Knowledge in Virtual Name Brand Community on the Consumers' Participation

作　　者：王永贵[1] 赵宏文[1] 马双[2] 

机构地区：[1]对外经济贸易大学,国际商学院,北京100029 [2]北京第二外国语学院酒店管理学院,北京100024

出　　处：《审计与经济研究》2016年第5期91-100,共10页Journal of Audit & Economics

基　　金：国家社会科学基金重大项目(12&ZD205);国家社会科学基金项目(14BGL066);国家自然科学基金(71072019);国家自然科学基金(71502006)

摘　　要：品牌社区作为企业宣传品牌和获取顾客的重要渠道,但其中大部分会员并不活跃。为了解决这一问题,基于调节匹配观点,探讨了两种知识获取方式(知识获取过程视角)和两种调节焦点(促进型和防御型)之间如何匹配,从而更有效地促进顾客的参与意向和行为。通过167份顾客问卷和客观数据得知,大部分假设得到了验证。结果发现,调节匹配(促进型和动态知识获取方式、防御型和静态知识获取方式)促进了顾客未来参与意向,而调节不匹配(防御型和动态知识获取方式)阻碍了未来参与意向。A name brand community functions as an important way to advertise products of an enterprise and win their tonsureers, but most of the members are not active. plores two ways of acquiring knowledge （the To solve this problem, and based on perspective of knowledge acquisition） the view of adjusting match, the author exand how to match the two ways of adjusting focuses （promoting type and defensive type） in order to encourage consumers to participate in the action. We come to learn through 167 consumer interviews and objective data and most of hypotheses have been verified. The results indicate that the adjusting match （promoting type and dynamic way of acquiring knowledge, defensive and static way to acquire knowledge ） promotes consumers to have the intention to join in while the unmatched adjustment （defensive and static wayto acquire knowledge） discourages consumers to have such an intention to participate in the activity.

关 键 词：动态知识获取方式 静态知识获取方式 调节匹配 顾客实际参与行为 品牌社区 社区公民成员行 为 品牌资产 品牌意识 

分 类 号：F713.36[经济管理—产业经济]