虚拟品牌社区中顾客的调节焦点对创新行为的影响机制研究

被引：7

作者：

王莉

袁胡艺欣

李沁芳

机构：

[1] 同济大学经济与管理学院

来源：

科学学与科学技术管理 | 2017年 / 38卷 / 03期

关键词：

调节焦点; 顾客间互动; 顾客创新行为;

D O I：

暂无

中图分类号：

F274 [企业供销管理]; F426.63 []; F273.2 [产品管理];

学科分类号：

1201 ; 020205 ; 0202 ; 1202 ; 120202 ;

摘要：

品牌社区中的顾客创新行为是近年来营销学领域的一个前沿主题。目前,尽管有学者开始探讨顾客创新行为的驱动因素,但是对于顾客的调节焦点如何影响创新行为还缺乏深入探索。探讨品牌社区中顾客的调节焦点对创新行为的影响机制,尤其是通过调节匹配理论解释顾客互动在其中的中介作用。通过对小米公司品牌社区的295份有效问卷分析表明:顾客的促进型调节焦点对创新行为有显著正向影响,而防御型调节焦点则对创新行为有显著负向影响,并且,这些影响受到顾客互动的数量、范围和模式的完全中介。

引用

页码：83 / 94

页数：12

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