| 虚拟品牌社区公民行为概念界定与量表开发 |
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| 引用本文： | 江若尘,徐冬莉.虚拟品牌社区公民行为概念界定与量表开发[J].软科学,2012,26(10):121-125. |
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| 作者姓名： | 江若尘 徐冬莉 |
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| 作者单位： | 1. 上海财经大学500强企业研究中心,上海,200433
2. 上海财经大学国际工商管理学院,上海,200433 |
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| 基金项目： | 国家社会科学基金项目(11BGL049) |
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| 摘 要： | 对虚拟品牌社区公民行为的概念进行了界定。通过开放式问卷,深度访谈等方法开发出一套具有可靠性和有效性的测量量表。结果表明:虚拟品牌社区公民行为由五个维度构成:正面口碑,积极参与,维持秩序,助人和反馈,经实证检验,该量表具有较好的信度和效度。
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| 关 键 词： | 虚拟品牌社区 公民行为 量表开发 |
The Concept and Scale Development of Citizenship Behavior of Virtual Brand Community |
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| JIANG Ruo-chen
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XU Dong-li.The Concept and Scale Development of Citizenship Behavior of Virtual Brand Community[J].Soft Science,2012,26(10):121-125. |
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| Authors: | JIANG Ruo-chen XU Dong-li |
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| Institution: | b(a.Top 500 Enterprises Research Center;b.School of International Business Administration, Shanghai University of Finance & Economics,Shanghai 200433) |
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| Abstract: | This paper puts forwards the concept of virtual brand community citizenship behavior and defines the concept with detail.A scale with high reliability and validity of the concept is developed by open-ended questionnaires and depth interview.Result shows that virtual brand community citizenship behavior is composed of five dimensions: positive word-of-mouth,active participation,maintain order,altruistic behavior and feedback and the scale is high reliable and valid though test. |
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| Keywords: | virtual brand community citizenship behavior scale development |
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