虚拟品牌社区角色压力对顾客抱怨行为的影响研究  

Research on the Influence of Role Pressure in Virtual Brand Community on Customer Complaining Behavior

作　　者：范公广[1] 张笑 Fan Gongguang;Zhang Xiao(School of Economics and Management,Shihezi University,Shihezi,832000,Xinjiang,China)

机构地区：[1]石河子大学经济与管理学院,新疆石河子832000

出　　处：《新疆农垦经济》2024年第1期84-92,共9页Xinjiang State Farms Economy

基　　金：国家社科基金项目(项目编号:20XJY019);新疆生产建设兵团社科基金项目(项目编号:20ZD06);新疆杏产业技术体系专项资金项目(项目编号:XJCYTX-03)。

摘　　要：角色压力作为影响个体行为的压力源受到了学者们的广泛关注,但研究主要集中在正式组织中,鲜有学者关注角色压力在非正式组织中的作用。文章基于角色压力理论和资源保存理论探讨虚拟品牌社区角色压力对顾客抱怨行为的影响及中介机制。通过收集309名虚拟品牌社区成员的样本数据进行实证分析,结果发现:角色压力越大越可能促使顾客产生抱怨行为;角色压力不仅会直接影响顾客抱怨行为的产生还会通过影响顾客倦怠进而影响顾客抱怨行为;个体所拥有的个人资源会负向调节角色压力与顾客倦怠的关系。Role stress,as a source of stress affecting individual behavior,has received extensive attention from scholars,but the re-search is mainly focused on the filed of formal organizations,and few scholars pay attention to the function of role stress in informal organizations.Based on the theory of role stress and the theory of resource conservation,this study explores the impact of role stress on customer complaints in virtual brand communities and the mediating mechanism.Based on the sample data of 309 virtual brand community members,the empirical analysis shows that the greater the role pressure,the more likely it is to cause the customers to complain.Meanwhile,role stress not only directly results in customer complaints,but also affect customer complaints with customer burnout.Personal resources owned by individuals can negatively adjust the relationship between role stress and customer burnout.

关 键 词：虚拟品牌社区 角色压力 顾客倦怠 顾客抱怨行为 个人资源 

分 类 号：F713.55[经济管理—市场营销] F274[经济管理—产业经济]