摘要
在虚拟品牌社区中，企业营销管理面临的新挑战来自于顾客角色的变化，传统的
企业顾客关系与权力的平衡正在向顾客倾斜。企业希望通过虚拟品牌社区加强与顾客
之间的关系，并通过顾客的分享信息行为获得价值。顾客感知支持为这种新型社交顾
客关系管理提供了研究切入点。

本文首先回顾了有关顾客感知支持、顾客信任、虚拟品牌社区和分享信息意愿的
国内外文献，基于组织支持理论，从顾客感知的视角探讨企业为顾客提供组织支持的
有效性，构建了顾客感知支持、顾客信任和分享信息意愿的关系模型。在先前学者的
研究基础上确定测量模型和研究设计，通过问卷调查的方式收集，运用结构方程模型
分析方法检验顾客感知支持维度划分的有效性以及顾客感知支持、顾客信任和分享信
息意愿之间的影响关系。本研究的样本主要来自于新浪微博企业版这一类虚拟品牌社
区的成员，共回收 240 份有效问卷，采用结构方程模型进行假设检验，研究结果表明，
顾客感知支持的三个关键构成维度对社区成员信任的建立和分享信息意愿的提升具
有显著的影响作用，同时证明信任在顾客感知支持和分享信息意愿的影响关系中起到
中介作用。研究结果识别出企业在虚拟品牌社区中的新角色，提出了企业通过传递组
织支持加强虚拟品牌社区管理的措施建议，期望为国内虚拟品牌社区实际的管理工作
提供借鉴参考。

关键词：顾客感知支持；顾客信任；分享信息意愿；虚拟品牌社区

II
Abstract
In the virtual brand communities，the change of customers’role brings new challenges
to managers. The traditional relationship between the enterprise customer and the balance
of power are inclined to the customers. Companies want to strengthen their relationships
with customers through virtual brand community, and get the value of information through
sharing behavior by customers.Perceived support for customer is closed related to
Organizational Support Theory, which Provides a research breakthrough point for this new
social relationships.
First we take a look at the review of relevant theories and literature on Perceived
Support for Customers,Willingness to Share Knowledge and Customer Trust.Based on the
Organizational Support Theory, with the perspective of the customer perception, the paper
proposes hypotheses and builds the theoretical model which involves the relationship
between perceived support for customers and willingness to share knowledge ,and the
relationship between perceived support for customers and customer trust. this research
makes deeper exploration on the mechanism that Perceived support for customer influences
the willingness to share information.In this paper, customer trust is considered as the
mediating variable which is introduced to the relationship between perceived support for
customers and willingness to share knowledge .We design a questionnaire and
measurement tools based on previous studies. We collect data through the questionnaire,
use structural equation model to examine the effects of perceived support for customers,
willingness to share knowledge and Customer Trust . In this study, samples are mainly from
members of Sina microblogging Enterprise. 240 valid questionnaires were collected in total.
We use structural equation model to test hypothesis processed by SPSS20.0 and Amos20.0.
This paper achieves the following result by carrying on reliability analysis, validity analysis,
correlation analysis and regression analysis: The effect of perceived support for customers
on willingness to share knowledge and The mediating effect of consumer trust
on the relationship between perceived support for customers on willingness to share
knowledge are all significant. The results identify the new role of enterprise in virtual
community, and put forward suggestions to enterprise about how to manage the virtual