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。
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 inter- view. 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.
出处
《软科学》
CSSCI
北大核心
2012年第10期121-125,共5页
Soft Science
基金
国家社会科学基金项目(11BGL049)
关键词
虚拟品牌社区
公民行为
量表开发
virtual brand community
citizenship behavior
scale development
