Research On The Influence Of Online Social Support In Virtual Brand Community On Customer Voice Behavior

As the changes in the domestic and foreign market environment become more and more complex,it is difficult for the enterprise to adapt to the dynamic external environment only by its own strength.Managers have fully realized the important role of customer voice and behavior in improving enterprise products and services,enhancing competitiveness and enterprise performance.The development of Internet technology has made virtual brand community an important carrier of interaction between customers and enterprises.So as to enhance the positivity of customer voice behavior,more and more firms have established its virtual brand community and spend a lot of effort managing and operating it.Existing studies have used a few of variables such as community characteristics,intra-community interactions,customer motivation,and member perceptions as pre-influencing factors to explore their impact on customer voice behavior.However,research on whether online social support affects customer voice behavior has not yet appeared.On the basis of systematically reviewing domestic and foreign literature,based on social exchange theory and Stimulus-organism-reaction theory,the author outlines theoretical models of online social support,community relationship quality,proactive personality,and customer voice behavior.In order to ensure the accuracy of the empirical results,the measurement of each variable in this paper adopts the mature scales of existing scholars.We collected 400 qualified questionnaires on the Internet and Spss26.0 statistical software was applied to analyze the sample data and verify the hypotheses.The final analysis results show that online information support and online emotional support have a positive role in promoting customer voice behavior;online social support has a positive impact on customer voice behavior,and the quality of community relationship plays a mediating role in it;at the same time,proactive personality as a stable personality traits,which can moderate the effect of community relationship quality on customer voice behavior.This study enriches the research on the pre-influencing factors of customer voice behavior and has certain theoretical value.In addition,according to the research results,this paper puts forward corresponding practical implications: enterprises should listen to customers’ ideas and suggestions in time,provide them with complete support,and implement differentiated management measures for customers with different proactive personalities.