在线社会支持对顾客公民行为的影响研究——基于品牌社区的实证分析
The Influences of Online Social Support on Customer Citizenship Behaviors:An Empirical Study of Online Brand Communities

摘要 根据社会交换理论提出了在线社会支持对顾客公民行为的影响机理模型，并且基于在线品牌社区进行了实证。研究结果表明：在线社会支持可以表达为信息性支持和情感性支持两个维度；顾客公民行为可以表达为向他人推荐、提供反馈和帮助其他顾客3个维度；在线社会支持会通过关系质量正向影响顾客公民行为。其中，关系质量在信息性支持对向他人推荐、情感性支持对提供反馈的关系中起完全中介作用，在信息性支持对提供反馈和帮助其他顾客、情感性支持对向他人推荐和帮助其他顾客的关系中起部分中介作用。
Based on social exchange theory, this study proposes a research model to understand the influence of online social support on customer citizenship behaviors by an empirical study. The results show that: online social support includes the dimension of informational support and emotional support; customer citizenship behaviors include the dimensions of recommendations, providing feedback, and helping other customers; online social support positively influences customer citizenship behaviors through relationship quality. In addition, relationship quality fully mediates the relationship between informational support and recommendations, and emotional support and providing feedback; relationship quality partially mediates the relationship between informational support and providing feedback, informational support and helping other customers, emotional support and recommendations, and emotional support and helping other customers