作　　者： ;

机构地区： 广东工业大学管理学院

出　　处： 《管理评论》 2019年第2期155-168,共14页

摘　　要： 本文基于情感性和关系性两个视角,在社会交换理论和社会认同理论基础上,提出一个整合模型,探索情感性双维度心理依附(基于身份和基于对象)和关系性影响因素(关系强度和社区氛围)对口碑推荐意愿的交互影响。本文面向品牌社区,通过问卷和实验的实证研究对假设进行验证,结果表明:顾客心理依附对口碑推荐意愿产生积极影响,且社区心理依附比品牌心理依附对口碑推荐社区的影响更强烈,品牌心理依附比社区心理依附对口碑推荐品牌的影响更强烈;社区认同在顾客心理依附和口碑推荐意愿间起部分中介作用;两者的关系受到社区氛围的调节作用,即与低社区氛围相比,在高社区氛围中顾客心理依附对口碑推荐意愿的影响会更加强烈;两者的关系还受到关系强度的调节作用,即与高关系强度相比,在低关系强度下顾客心理依附对口碑推荐意愿的影响会更加强烈。 From both emotional and relational perspectives,this paper puts forward an integrated model based on social exchange theory and social identity theory.It explores the interactive influence of double-dimension psychological attachments and relationship factors on recommendation intentions.Psychological attachments base on identity and object,and relationship factors include relationship intensity and community atmosphere.This paper is written in the context of brand community.Through the questionnaire and experiment of empirical research,the results show that customer psychological attachment has a positive impact on recommendation intentions.Specifically,community psychological attachment is more intense than brand attachment on referrals of community,and brand psychological attachment is more intense than community attachment on referrals of brand.Community identity plays a media role between customer psychological attachment and their recommendation intentions.The relationship is regulated by the atmosphere of community atmosphere,that is,compared with low community atmosphere,the influence of customer psychological attachment on their recommendation intentions will be stronger in high community atmosphere.The relationship is also regulated by relationship intensity,that is,compared with high relationship intensity,the influence of customer’s psychological attachment on their recommendation intentions is stronger in low relationship intensity.

关 键 词： 心理依附 口碑推荐 社区氛围 关系强度

分 类 号： [F274]

领　　域： []