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한국마케팅과학회 Journal of Global Scholars of Marketing Science(마케팅과학연구) Journal of Global Scholars of Marketing Science(마케팅과학연구) 제20권 제3호
발행연도
2010.1
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262 - 268 (7page)

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Virtual communities (VC) has developed quickly in that more and more people have participated in virtual communities to exchange information and opinion. A virtual community is a group of people who may or may not meet one another face to face, and who exchange words and ideas through the mediation of computer bulletin boards and networks. A Business-to-Consumer virtual community (B2CVC) is a commercial virtual community that creates a trustworthy environment intended to motivate consumers to be more willing to buy from an online shop. B2CVCs create a social atmosphere through information contribution such as recommendations, reviews, ratings of buyers and sellers. Although the importance of B2C virtual communities has been recognized, few studies have been conducted to examine members’ word-of-mouth behavior within these communities. This study proposes a model of involvement, statistics, trust, stickiness and word-of-mouth in a B2C virtual community, and explores the relationships between these elements based on empirical data. The objectives are three-fold: (i) to empirically test a B2C virtual community model that integrates measures of beliefs, attitudes and behaviors; (ii) to better understand the nature of these relationships specifically on word-of-mouth as a measure of revenue-generation; and, (iii) to better understand the role of stickiness of B2C virtual community in CRM marketing. The model incorporates three key elements: (i) the beliefs of community members, measured in terms of their involvement assessment; (ii) the attitudes of community members, measured in terms of their satisfaction and trust; and, (iii) the behavior of community members, measured in terms of site stickiness, and members’ word-of-mouth. Involvement has been seen as the motivation for consumers to participate in a virtual community. For B2CVC members, information searching and posting have been proposed as the main purpose for their involvement. Satisfaction has been reviewed as an important indicator of a member’s overall community evaluation, and conceptualized by different levels of member interactions with their VC. The formation and expansion of a VC depends on the willingness of members to share information and services. Researchers have found that trust is a core component facilitating the anonymous interaction in VCs and e-commerce, and therefore trust building in VCs has been a common research topic. It is clear that the success of a B2C virtual community depends on the stickiness of members to enhance purchasing potential. Opinions communicated and information exchanged between members of a B2CVC may represent a type of written word-of-mouth (WOM). Therefore, word-of-mouth is one of the primary factors driving the diffusion of B2CVCs across the Internet. The research model and hypotheses are presented in figure 1. Fig. 1: A model of stickiness and e-word-of-mouth in B2CVC The model was tested through the implementation of an online survey of CTrip travel virtual community members. A total of 243 questionnaires were collected, and reduced to 204 through an empirical process of data cleaning. The study’s hypotheses examine the extent to which involvement, satisfaction and trust influence B2CVC stickiness and members’ word-of-mouth. We used Structural Equation Modeling (SEM) to test hypotheses in our analysis. The structural model fit indices were within accepted thresholds: χ2/df was 2.76, NFI was .904, IFI was .931, CFI was .930, and RMSEA was .017. Results indicate that involvement has significant influence on Satisfaction (p<0.001, β=0.809). The proportion of variance in Satisfaction that is explained by members’ involvement is over half (Adjusted R2=0.654), reflecting a strong association. The effect of Involvement on Trust is also statistically significant (p<0.001, β=0.751), with 57 percent of the variance in Trust explained by Involvement (Adjusted R2=0.563). When the construct Stickiness is treated as one of dependent variables, the proportion of variance explained by the variables of Trust and Satisfaction is relatively low (Adjusted R2=0.331). Satisfaction does have a significant influence on Stickiness, with β=0.514. However, out of the expectation, the influence of Trust on Stickiness is not even significant (p=0.231, t=1.197), rejecting the proposed hypothesis. The importance of Stickiness in the model is more significant as it has effect on e-Word-of-mouth with β=.920 (p<0.001). Here, the measures of Stickiness explain over eighty of the variance in e-Word-of-mouth (Adjusted R2=0.846). Overall, the results of the study support the hypothesized relationships between a member’s involvement and both their satisfaction with, and trust of, the B2CVC. However, trust, as a traditional measure in behavioral models, has no significant influence on stickiness in the B2CVC environment. This study contributes to the growing body of literature on business-to-consumer virtual communities, specifically addressing gaps in the academic research to date by integrating measures of beliefs, attitudes and behaviors in one model. The results provide additional insights to behavioral factors in a B2CVC environment, helping to sort out relationships between traditional measures, and relatively new measures. For practitioners, the identification of factors such as member involvement, that strongly influence B2CVC member satisfaction, can help to focus technological resources in key areas. Global e-marketers can develop marketing strategies directly targeting B2CVC members. Such as for global tourism business, marketers can target Chinese members of a B2CVC by providing special discounts for active community members or developing early adopter programs to encourage stickiness in the community. Future studies are called for, and more sophisticated modeling, to expand the measurement of B2CVC member behavior, and to conduct experiments across industries, communities and cultures.

虚拟社区（virtual community，VC）今年来发展迅速，越来越多的人参与到虚拟社区中交换信息和分享观点。虚拟社区是通过计算机布告板和网络进行非面对面的知识和语言交流的一种大众集合体。B2C电子商务网站虚拟社区则是商业性的虚拟社区，通过培养信任环境来促进消费者在该网站的购买行为。B2CVC通过信息交流，如推荐、评论、买者与卖者评级等，来建立社会性的氛围。目前，虽然学术界已经认识到B2CVC的重要性，但是关于社区成员的口碑传播行为的研究还不充分。本研究提出了一个理论模型，探讨在B2C网站社区中参与度、满意度、信任度、粘度和口碑传播之间的关系。 本研究的目的有三个：1、通过整合信念、态度和行为的测量来实证检验B2C网站社区模型；2、更好地理解各因素对口碑传播的影响关系；3、更好地理解B2C网站社区黏度在CRM营销中的作用。研究模型包含以下要素：1、社区成员的信念变量，通过参与度来测量；2、社区成员的态度变量，通过满意度和信任度来测量；以及3、社区成员的行为变量，通过网站黏度和口播传播意愿来测量。参与度是消费者在虚拟社区的参与动机。对于社区成员来说，信息的查找和发布是他们参与到社区的主要目的。满意度是成员对社区整体评价的重要指标，反映了成员与社区的交互程度。虚拟社区的形成与发展依靠成员分享信息和服务的自愿程度。研究者已经发现信任是促进匿名交互的关键，因此构建信任被看作是虚拟社区的重要研究课题。此外，虚拟社区的成功依靠成员的粘度来提高购买潜力。社区成员间的观点交流和信息交换代表一种“写作式”的口碑传播。因此口碑传播是推动B2C虚拟社区在互联网上扩散的主要因素之一。研究模型及假设如图一所示。 图 1: 理论模型本研究通过实证调查中国携程旅游网虚拟社区成员来验证模型。数据收集过程中共发放243份问卷，其中有效问卷204份。通过实证数据验证了参与度、满意度和信任度影响粘度和口碑传播之间的假设关系。结构方程模型（SEM）方法用来进行数据分析。模型的拟合指数结果为χ2/df 是2.76, NFI是 .904, IFI是.931, CFI是.930, 以及RMSEA是.017。结果表明，参与度对满意度具有显著的影响(p<0.001, β=0.809)。参与度可以解释满意度的方差比例超过50%，调整R2为0.654。参与度对信任度具有显著影响(p<0.001,β=0.751)，解释率为57%，调整R2为0.563。此外，满意度对黏度的影响显著（β=0.514），但是信任度对黏度的影响并不显著(p=0.231, t=1.197)。黏度对口碑传播的影响显著，且解释率超过80%，调整R2为0.846。总之，研究结果支持了大部分的研究假设，但是信任度显著影响粘度的假设没有得到支持。本研究丰富了电子商务网站虚拟社区的学术研究成果，深入探讨了在B2C电子商务环境下的用户信念、态度和行为等因素。研究成果有助于实践者进行更有针对性的资源开发和市场开拓。网络营销人员可以针对B2C网站社区来有针对性地制定营销策略，如对于国际旅游业务，营销人员可以针对中国的B2C网站社区用户开展营销活动，如为活跃的用户提供特殊折扣以及为早期参与者提高社区黏度定制营销计划等。未来的研究应该拓展社区成员行为的研究，并在不同的行业、社区和文化背景下开展研究。
#Virtual community #Involvement #Satisfaction #Stickiness #Word-of-mouth

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