品牌社区成员冲突对知识分享意愿的影响研究  

Research on the impact of conflicts among members of brand communities on their knowledge sharing willingness

作　　者：张音[1] 郑海东[1] 张千惠 孙晓辉 Zhang Yin;Zheng Haidong;Zhang Qianhui;Sun Xiaohui(School of Economics and Management,China University of Petroleum(East China),Qingdao 266555,Shandong,China;Guangzhou Jointas Chemical Co.,Ltd.,Guangzhou 510700,Guangdong,China)

机构地区：[1]中国石油大学(华东)经济管理学院,山东青岛266555 [2]广州集泰化工股份有限公司,广东广州510700

出　　处：《科研管理》2024年第4期185-192,共8页Science Research Management

基　　金：山东省自然科学基金面上项目:“虚拟品牌社区成员间冲突对品牌契合的影响机制研究”(ZR2022MG049,2023-2025);中央高校基本科研业务费专项(中国石油大学(华东)“哲学社会科学青年学者托举计划”基金)资助(22CX04003B,2022-2026)。

摘　　要：品牌社区成员间知识分享是保证社区存续的基础,但冲突等不良互动行为对知识分享的影响仍有待考察。本研究借鉴公平理论,构建品牌社区成员间认知和情感冲突对知识分享意愿的影响机制模型,并通过系列实验检验了上述模型。研究发现:(1)认知和情感冲突均负面影响社区成员知识分享意愿,社区成员互动公正感知完全中介上述关系;(2)社区成员赞同负向调节社区冲突与互动公正感知的关系;(3)相比于品牌无响应,品牌响应能够更加有效地降低互动公正感知对知识分享意愿的影响程度,但不同响应方式的调节效应强弱并无差异。本研究丰富和发展了有关在线社区知识分享前因、在线冲突及冲突管理的研究,同时为品牌社区的管理提供了实践启示。Knowledge sharing among members of brand communities is the foundation for their survival,but the impact of negative interactions such as conflicts on knowledge sharing has yet to be studied.This research drew on the equity theory to construct a model of the impact mechanism of cognitive and emotional conflicts on their willingness to share knowledge among brand community members,and tested the aforementioned model through a series of experiments.The research found that:(1)Cognitive and emotional conflicts both negatively affect the members′willingness to share knowledge,and the perception of interactional justice among community members completely mediates the above relationships;(2)Community members agree on the negative regulation of the relationship between community conflicts and the perception of interactional justice;(3)Compared with no brand response,brand response can more effectively reduce the impact of interactional justice perception on the willingness to share knowledge,but there is no difference in the strength of the moderating effects of different response methods.This study has enriched and developed the research on the antecedents of knowledge sharing in virtual communities,online conflict and conflict management,while providing practical implications for the management of brand communities.

关 键 词：品牌社区 冲突 知识分享 互动公正感知 

分 类 号：F713.36[经济管理—产业经济]