| One of the most important business challenges in the 21 st century is the management of online brand communities.With the rapid development of online transactions,the influence of the online brand community has not been underestimated.Therefore,many companies began to build their own online brand community to attract consumers,and where to start to effectively manage the community is a problem that corporate managers have always been concerned about.As the online brand community develops,companies are aware that consumer citizenship in the community can increase the consumer's community experience and satisfaction,so they are willing to visit and remain in the community again.Therefore,the online brand community citizenship behavior has undoubtedly become a crucial point in successfully operating an online brand community.However,the existing research focuses on the behaviors within the consumer's role,but little attention is paid to the extra-role behaviors of the citizenship behavior of the online brand community.Therefore,under the context of online brand community,exploring the shaping mechanism of consumers' citizenship behavior has certain theoretical and practical significance.Throughout the study,it has been found that civic behavior research has been studied from different perspectives in varying degrees,but they are all studied from the perspective of the responsibility of citizenship behavior.However,citizenship behavior has both responsibility and right.Simply emphasizing responsibility and not saying rights is one-sided.Because the customer's responsibility is because he has the right.If customers do not have rights,they will not voluntarily perform their duties.That is,in the variables of citizenship behavioral influence,the impact of the business or community on the rights of citizens in respect of the rights granted is ignored.Although some scholars have considered rights,there are very few literatures that have been studied in conjunction with online brand community contexts.In the online brand community,customers do not show much responsibility for the community or business.Instead,the right is the reason they left behind.Because of the psychological empowerment is the most important in the online brand community.Therefore,the combination of online brand community situation,the psychological authorization as an endogenous variable,is conducive to the online brand community citizenship behavior mechanism to study.This paper first briefly summarized and evaluated the domestic and international citizenship literature,and then conducted related research and theoretical reviews.Based on this,it established a research framework and put forward research hypotheses and models,and elaborated in detail the inner mechanism of mental empowerment and the shaping of citizenship behavior in the online brand community.Empirical studies analyzed 243 valid data collected using the SPSS 21 and AMOS 21 tools,along with a hypothetical validation.The main conclusions are as follows:?It is confirmed that the value creation,the information sharing,the supportive community atmosphere and the control community atmosphere have positive predictive effect on the online brand citizenship behavior,and the supportive community atmosphere to the online brand community citizenship The effect of behavior is greatest.?It reveals that the psychological authorization as an antecedent variable of online brand community citizenship can be well predicted.The empirical analysis also shows that the four variables of value creation,information sharing,supportive community atmosphere and controlled community atmosphere are online citizenship behavior through psychological authorization,and psychological authorization plays a part of mediating role.?The test of the value of sharing,information sharing,supportive community atmosphere and control of the community atmosphere has a positive role in psychological authorization.Among them,the value of the creation of psychological impact on the role of the largest. |
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