虚拟社区社会资本对顾客公民行为的影响研究——基于心理所有权视角的研究  

The Effect of Social Capital in Virtual Community on Customer Citizenship Behavior:From the Perspective of Psychological Ownership

作　　者：程国萍[1] 陈蓉 王莉[1] CHENG Guo-ping;CHEN Rong;WANG Li(School of Economics & Management,Tongji University,Shanghai 200092,China)

机构地区：[1]同济大学经济与管理学院,上海200092

出　　处：《统计与信息论坛》2020年第11期121-128,共8页Journal of Statistics and Information

基　　金：国家自然科学基金面上项目“企业开放式创新社区中领先用户参与行为:生成机制和影响结果”(71572130);教育部人文社会科学基金“社会网络中有影响力用户参与对新产品扩散的影响机制研究”(18YJA630014)。

摘　　要：基于社会交换理论,探究虚拟社区中社会资本对顾客公民行为的影响。借鉴占有心理学的观点,引入心理所有权作为中介变量,解释虚拟社区社会资本对顾客公民行为的作用机制。进一步地,引入不文明行为控制这一变量并阐释其在心理所有权与顾客公民行为之间的调节作用。通过对小米社区等的582位用户的实证分析表明:虚拟社区社会资本对顾客公民行为有显著正向影响,心理所有权在其中起到部分中介的作用,不文明行为控制对心理所有权与顾客公民行为的关系起到正向调节作用。Based on social exchange theory,the effect of social capital on customer citizenship behavior in virtual communities is explored.According to the viewpoint of possession psychology,psychological ownership is introduced as a mediating variable to explain the mechanism of virtual community social capital on customer citizenship behavior.Furthermore,the variable uncivilized behavior control is introduced and its moderating role is explained between psychological ownership and customer citizenship behavior.Through the empirical analysis of 582 users in virtual communities such as"xiaomi"community,it is showed that the social capital in virtual community has a significant positive effect on customer citizenship behavior,in which psychological ownership plays a part of the mediating role,and the control of uncivilized behavior has a positive moderating effect on the relationship between psychological ownership and customer citizenship behavior.

关 键 词：虚拟社区 社会资本 顾客公民行为 心理所有权 不文明行为控制 

分 类 号：C93[经济管理—管理学]