虚拟社群会员制对顾客契合的影响分析  

Analysis of the Influence of Virtual Community Membership on Customer Engagement

作　　者：赵洁[1] 韩倩 ZHAO Jie;HAN Qian(Anhui University,Hefei,Anhui,230601,China)

机构地区：[1]安徽大学,安徽合肥230601

出　　处：《武汉商学院学报》2023年第6期74-79,共6页Journal of Wuhan Business University

基　　金：安徽省哲学社科项目《社交网络背景下的微博谣言治理研究》(项目编号:AHSKY2021D15)。

摘　　要：立足于私域流量的迅猛发展,虚拟社群成为企业和消费者直接沟通的重要桥梁。虚拟社群会员制可以进一步地帮助企业稳定客源,维系用户情感,快速实现社群商业价值。基于UTAUT模型,通过文本分析把虚拟社群会员制划分为会员权益,荣誉感知,努力期望和社会影响四个特征维度探究其对顾客契合的影响机理。结果表明:(1)会员权益,荣誉感知,努力期望和社会影响均对顾客契合产生正向影响;(2)内部人身份认知在虚拟社群会员制与顾客契合中发挥中介作用;(3)转换成本负向调节内部人身份认知对顾客契合的正向影响。Owing to the rapid development of private traffic,virtual communities have become an important bridge for direct communication between enterprises and consumers.Virtual community membership can further help enterprises stabilize customers,maintain emotional ties with users,and quickly realize the business value of the community.Based on the UTAUT model,this paper elaborates on the four characteristics of virtual community membership,namely membership benefits,perception of honor,effort expectancy,and social influence,so as to explore its influence mechanism on customer engagement.The results show that:(1)membership benefits,perception of honor,effort expectancy,and social influence all have positive effects on customer engagement;(2)perceived insider status plays an intermediary role between virtual community membership and customer engagement;(3)conversion cost negatively moderates the positive impact of perceived insider status on customer engagement.

关 键 词：虚拟社群会员制 内部人身份认知 顾客契合 

分 类 号：F724.6[经济管理—产业经济] F274