基于关键事件法的虚拟品牌社群顾客间互动行为研究 |
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引用本文: | 杨瑞.基于关键事件法的虚拟品牌社群顾客间互动行为研究[J].软科学,2017(3):120-124. |
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作者姓名: | 杨瑞 |
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作者单位: | 中南财经政法大学 工商管理学院,武汉 430073;河南财政金融学院 学报编辑部,郑州 451464 |
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基金项目: | 国家自然科学基金青年项目(71202179) |
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摘 要: | 运用关键事件法对虚拟品牌社群顾客间互动行为进行探索性研究,结果显示共有建议与帮助、认同与共鸣、友好态度、干扰与争执、负面态度和问题未解决6大类16个子类的顾客间互动行为.以此为基础进行量表开发,信度分析、探索性因子分析以及验证性因子分析表明,最终量表包括6个维度23个测项并具有良好的信度和效度.
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关 键 词: | 虚拟品牌社群 顾客间互动行为 关键事件法 测量量表 |
Research on Customer to Customer Interaction Behaviors in Virtual Brand Community Based on Critical Incident Technique |
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Abstract: | Using Critical Incident Technique, this paper explores CCI behaviors in virtual brand communities and divides them into six categories: advice and help, identification and resonance, friendly attitude, interference and dispute, negative attitude, problems unsolved, a total of 16 subclasses.Then, a measurement scale is developed.Through the reliability analysis, exploratory factor analysis and confirmatory factor analysis, the final scale consists of 23 measurement items, and the scale has good reliability and validity. |
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Keywords: | virtual brand community customer to customer interaction(CCI)behavior Critical Incident Technique measurement scale |
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