虚拟社区CSR共创中顾客契合对知识共享行为的影响研究
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摘要
【目的/意义【探究虚拟社区CSR共创中知识共享行为,利于丰富相关理论体系,为企业开展虚拟社区CSR共创和知识管理提供实践指导。【方法/过程】通过文献研究、情境体验及访谈方式萃取了顾客契合的4个维度:认知契合(关注、专注)、情感契合(认同、热情、满意)、意动契合(激活、互动)及社会契合(联系),基于顾客心理资本理论和心流体验理论,探究了虚拟社区CSR共创中顾客契合对顾客心理状态的影响作用,以及其对知识共享行为的作用关系。【结果/结论】借鉴刺激-机体-反应(S-O-R)范式,构建了虚拟社区CSR共创中顾客契合影响知识共享行为的理论模型。
【Purpose/significant】This paper explores the knowledge sharing behavior in the virtual community CSR creation.It further enriches the relevant theoretical system and provides practical guidance for enterprises to develop virtualcommunity CSR creation and knowledge management.【Method/process】By way of literature research,interview and situational experience,four dimensions of customer fit are extracted: cognitive fit(attention,absorption),emotional fit(identity,enthusiasm,satisf-action),actionfit(activation,Interaction)and social fit(connection).This paper explores the influence of customer fit on psychological state in virtual community CSR creation,as well as the relationship between it and knowledge sharing behavior based on the theories of psychological capital and flow experience.【Result/conclusion】Based on the S-O-R model,the theoretical model of the impact of customer fit affecting onknowledge sharing behavior in virtual community CSR creation is constructed.
【Purpose/significant】This paper explores the knowledge sharing behavior in the virtual community CSR creation.It further enriches the relevant theoretical system and provides practical guidance for enterprises to develop virtualcommunity CSR creation and knowledge management.【Method/process】By way of literature research,interview and situational experience,four dimensions of customer fit are extracted: cognitive fit(attention,absorption),emotional fit(identity,enthusiasm,satisf-action),actionfit(activation,Interaction)and social fit(connection).This paper explores the influence of customer fit on psychological state in virtual community CSR creation,as well as the relationship between it and knowledge sharing behavior based on the theories of psychological capital and flow experience.【Result/conclusion】Based on the S-O-R model,the theoretical model of the impact of customer fit affecting onknowledge sharing behavior in virtual community CSR creation is constructed.
引文
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2 樊帅,杜鹏,田志龙,等.“互联网+公益”背景下虚拟共创行为的影响研究[J].宏观经济研究,2017,(7):166-183.
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5 梁文玲,杨文举.虚拟品牌社区信息质量对社区用户持续参与意愿的影响研究[J].情报杂志, 2016, 35(11):195-201.
6 李金阳.社会交换理论视角下虚拟社区知识共享行为研究[J].情报科学,2013,(4):119-123.
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8 Vivek S D, et al. A generalized multidimensional scale for measuring customer engagement[J].Journal of Marketing Theory and Practicek,2014,22(4):401-420.
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15 Yen H R, Hsu S H Y, Huang C Y. Good soldiers on the web:Understanding the drivers of participation in online communities of consumption[J]. International Journal of Electronic Commerce, 2011,15(4):89–120.
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17 Usoro A,Sharratt M W,Tsui E,et al.Trust as an antecedent to knowledge sharing in virtual communities of practice[J].Knowledge Management Research&Practice, 2007, 5(3):199-212.
18 张敏,唐国庆,张艳.基于S-O-R范式的虚拟社区用户知识共享行为影响因素分析[J].情报科学,2017,35(11):149-155.
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20 Settoon R P,Bennett N,Liden R C.Social exchange in organizations:perceived organizational support, leader-member exchange and employee reciprocity[J]. Journal of Applied Psychology,1996,81(3):219-227.
21 Koufaris M.Applying the technology acceptance model and flow theory to online consumer behavior[J].Information systems research,2002,13(2):205-223.
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23 Luna D,Peracchio L A,De Juan M D.Cross-cultural and cognitive aspects of web site navigation[J]. Journal of the Academy of Marketing Science,2002,30(4):397-410.
24 Skadberg Y X,Kimmel J R.Visitor’s flow experience while browsing a web site:Its measurement, contributing factors and consequences[J]. Computers in human behavior, 2004,(20):403-422.
25 刘璐.移动设备微博用户的心流体验研究[D].南京:南京大学,2012.
26 邓云.心理资本、变革型领导与绩效管理[J].经济与管理,2018,(12):48-51.
27 Ranganathan C,Ganapathy S.Key dimendions of business to consumer web sites[J].Information&Management,2002,39(6):457-465.
28 Luthans F,Avolio B J,Avey J B,et al.Positive psychological capital:measurement and relationship with performance and satisfaction[J].Personnel Psychology,2007,60(3):541-572.
29 金琦.特殊教育教师职业认同、心理资本和工作投入的关系[D].济南:济南大学,2017.
30 Hoffman D L,Novak T P.Flow online:Lessons learned and future prospects[J]. Journal of Interactive Marketing,2009,23(1):23-34.
31 Kwak K T, Choi S K,Lee B G.SNS flow,SNS self-disclosure and post hoc interpersonal relations change:Focused on Korean Facebook user[J]. Computers in Human Behavior,2014,31:294-304.
32 Finneran C,Zhang P.A person-artifact-task(PAT)model of flow antecedents in computer-mediated environments[J].International Journal of Human-Computer Studies, 2003,(4):475-496.
33 Reid D.A model of playfulness and floe in virtual reality interactions[J]. Presence:Teleoperators&Virtual Environments,2004,13(4):451-462.
34 Salanova M,Bakker B A,Llorens S.Flow at work:Evidence for an upward spiral of personal and organization resources[J].Journal of Happiness Studies, 2006,(7):1-22.
35 赵玲,鲁耀斌,邓朝华.基于社会资本理论的虚拟社区感研究[J].管理学报,2009,(9):1169-1175.
36 Khang H,Kim J K,Kim Y.Self-traits and motivations as antecedents of digital media flow and addiction:The internet,mobile phones and video games[J]. Computers in Human Behavior,2013,29(6):2416-2424.
37 祝丽怜.员工工作沉浸及其对工作绩效的影响[D].武汉:华中科技大学,2013.
38 苏勇,王淼,李辉.工作设计对员工知识共享行为影响研究:以心理资本为中介变量[J].软科学,2011,25(9):75-80.
39 Hsu C L, Chang K C, Chen M C. The impact of website quality on customer satisfaction and purchase intention:perceived playfulness and perceived flow as mediators[J].Information System E-Bus Manage,2012,(10):549-570.
40 王智琦.在线品牌社区顾客契合对消费者购买意愿的影响研究[D].哈尔滨:哈尔滨工业大学,2017.
2 樊帅,杜鹏,田志龙,等.“互联网+公益”背景下虚拟共创行为的影响研究[J].宏观经济研究,2017,(7):166-183.
3 邱均平,许丽敏,陈瑞.社会网络视角下企业内部知识共享机制研究[J].图书情报工作, 2011,55(10):25-28.
4 赵大丽,孙道银,张铁山.社会资本对微信朋友圈用户知识共享意愿的影响研究[J].情报理论与实践, 2016, 39(3):102-107.
5 梁文玲,杨文举.虚拟品牌社区信息质量对社区用户持续参与意愿的影响研究[J].情报杂志, 2016, 35(11):195-201.
6 李金阳.社会交换理论视角下虚拟社区知识共享行为研究[J].情报科学,2013,(4):119-123.
7 So K K F, King C, Sparks B. Customer engagement with tourism brands scale development and validation[J].Journal of Hospitality&Tourism Research,2014,38(3):304-329.
8 Vivek S D, et al. A generalized multidimensional scale for measuring customer engagement[J].Journal of Marketing Theory and Practicek,2014,22(4):401-420.
9 Hollebeek L D, Glynn M S, Brodie R J. Consumer brand engagement in social media:conceptualization,scale development and validation[J]. Journal of Interactive Marketing,2014,28(2):149-165.
10 Goldsmith A H,Veum J R,Darity W J.The impact of psychological and human capital on wages[J].Economic Inquiry,1997,35:815-829.
11 Luthans F,Youssef C M,Avolio B J.心理资本[M].李超平,译.北京:中国轻工业出版社,2008.
12 Csikszentmihalyi M.Boredom and axiety:The experience of play in work and games[M].San Franeisco:Jossey-Bass Publishers,1975.
13 Csikszentmihalyi M.Flow:The psychology of optimal experience[M].New York:Harper and Row,1990.
14 薛杨,许正良.微信营销环境下用户信息行为影响因素分析与模型构建——基于沉浸理论的视角[J].情报理论与实践,2016,39(6):104-109.
15 Yen H R, Hsu S H Y, Huang C Y. Good soldiers on the web:Understanding the drivers of participation in online communities of consumption[J]. International Journal of Electronic Commerce, 2011,15(4):89–120.
16 黄维,赵鹏.虚拟社区用户知识共享行为影响因素研究[J].情报科学,2016,34(4):68-103.
17 Usoro A,Sharratt M W,Tsui E,et al.Trust as an antecedent to knowledge sharing in virtual communities of practice[J].Knowledge Management Research&Practice, 2007, 5(3):199-212.
18 张敏,唐国庆,张艳.基于S-O-R范式的虚拟社区用户知识共享行为影响因素分析[J].情报科学,2017,35(11):149-155.
19 Bartol K M, Srivastava A. Encouraging knowledge sharing:The role of organization reward systems[J].Journal of Leadership&Organizational Studies,2002,9(1):64-76.
20 Settoon R P,Bennett N,Liden R C.Social exchange in organizations:perceived organizational support, leader-member exchange and employee reciprocity[J]. Journal of Applied Psychology,1996,81(3):219-227.
21 Koufaris M.Applying the technology acceptance model and flow theory to online consumer behavior[J].Information systems research,2002,13(2):205-223.
22 Rhoades L,Eisenberger R.Perceived organizational support:A review of the literature[J].Journal of Applied Psychology,2002,87(4):698.
23 Luna D,Peracchio L A,De Juan M D.Cross-cultural and cognitive aspects of web site navigation[J]. Journal of the Academy of Marketing Science,2002,30(4):397-410.
24 Skadberg Y X,Kimmel J R.Visitor’s flow experience while browsing a web site:Its measurement, contributing factors and consequences[J]. Computers in human behavior, 2004,(20):403-422.
25 刘璐.移动设备微博用户的心流体验研究[D].南京:南京大学,2012.
26 邓云.心理资本、变革型领导与绩效管理[J].经济与管理,2018,(12):48-51.
27 Ranganathan C,Ganapathy S.Key dimendions of business to consumer web sites[J].Information&Management,2002,39(6):457-465.
28 Luthans F,Avolio B J,Avey J B,et al.Positive psychological capital:measurement and relationship with performance and satisfaction[J].Personnel Psychology,2007,60(3):541-572.
29 金琦.特殊教育教师职业认同、心理资本和工作投入的关系[D].济南:济南大学,2017.
30 Hoffman D L,Novak T P.Flow online:Lessons learned and future prospects[J]. Journal of Interactive Marketing,2009,23(1):23-34.
31 Kwak K T, Choi S K,Lee B G.SNS flow,SNS self-disclosure and post hoc interpersonal relations change:Focused on Korean Facebook user[J]. Computers in Human Behavior,2014,31:294-304.
32 Finneran C,Zhang P.A person-artifact-task(PAT)model of flow antecedents in computer-mediated environments[J].International Journal of Human-Computer Studies, 2003,(4):475-496.
33 Reid D.A model of playfulness and floe in virtual reality interactions[J]. Presence:Teleoperators&Virtual Environments,2004,13(4):451-462.
34 Salanova M,Bakker B A,Llorens S.Flow at work:Evidence for an upward spiral of personal and organization resources[J].Journal of Happiness Studies, 2006,(7):1-22.
35 赵玲,鲁耀斌,邓朝华.基于社会资本理论的虚拟社区感研究[J].管理学报,2009,(9):1169-1175.
36 Khang H,Kim J K,Kim Y.Self-traits and motivations as antecedents of digital media flow and addiction:The internet,mobile phones and video games[J]. Computers in Human Behavior,2013,29(6):2416-2424.
37 祝丽怜.员工工作沉浸及其对工作绩效的影响[D].武汉:华中科技大学,2013.
38 苏勇,王淼,李辉.工作设计对员工知识共享行为影响研究:以心理资本为中介变量[J].软科学,2011,25(9):75-80.
39 Hsu C L, Chang K C, Chen M C. The impact of website quality on customer satisfaction and purchase intention:perceived playfulness and perceived flow as mediators[J].Information System E-Bus Manage,2012,(10):549-570.
40 王智琦.在线品牌社区顾客契合对消费者购买意愿的影响研究[D].哈尔滨:哈尔滨工业大学,2017.