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如同在正式组织里面一样,人们在在线品牌社群当中也会表现出组织公民行为。然而,由于二者的差异,传统的组织公民行为维度并不能简单照搬到在线品牌社群当中。基于现有的组织公民行为维度文献,本文提取直接受益对象和直接行为动机两个视角,据此归纳出在线品牌社群公民行为的四个维度:社群援助、社群参与、社群忠诚、社群维护。四个维度通过了探索性和验证性因子分析的实证检验,具有信度和效度。研究结论为今后相关研究提供维度测量工具,并对品牌社群管理实践提供指导。
As in a formal organization, people also exhibit organizational citizenship among the online brand community. However, due to the difference between the two, the traditional dimensions of OCB can not simply be copied into the online brand community. Based on the existing literature on organizational citizenship behavior, this paper extracts four dimensions of direct beneficiaries and direct behavioral motivation, and then summarizes four dimensions of online brand community citizen behavior: community aid, community participation, community loyalty, Community maintenance. The four dimensions passed the empirical test of exploratory and confirmatory factor analysis, with reliability and validity. The conclusions of the study provide dimension measurement tools for related research in the future and provide guidance on brand community management practices.