论文部分内容阅读
顾客知识作为企业的外部知识来源,得到了学者们的广泛关注。在互联网环境的促进下,顾客知识的学习能力得到了很大提升,这使得顾客更容易作出公民行为,从而促进企业的价值提升及品牌传播。而现有研究少有关注顾客知识的动态学习因素,基于此,该研究在顾客角度引入顾客知识学习能力进行对顾客公民行为进行探讨。实证结果表明,顾客知识获取能力能够提升顾客公民行为,而这种提升通过顾客知识输出能力作为中介作用而实现。根据研究结果,企业应当筛选并差异化管理顾客知识学习能力较强的个体,采用多种渠道增强顾客之间的交流来充分利用这些顾客以获取更多的企业价值。
Customer knowledge as a source of external knowledge of enterprises, has received widespread attention of scholars. With the help of the Internet environment, the learning ability of customer knowledge has been greatly improved, which makes it easier for customers to make civic behavior and thus promote the value of enterprises and brand communication. However, few existing studies focus on the dynamic learning factors of customer knowledge. Based on this, the research introduces the customer knowledge learning ability from the customer perspective to discuss the customer citizenship behavior. Empirical results show that customer knowledge acquisition ability can enhance customer citizenship behavior, and this promotion through customer knowledge output capability as an intermediary role. According to the research results, enterprises should select and differentiate individuals with strong knowledge-based learning ability and use multiple channels to enhance communication between customers so as to make full use of these customers for more enterprise value.