随着移动互联网的发展与普及，社会化媒体注入了实时实地互动的新特征。在虚 拟品牌社区这一典型的社会化媒体中，顾客的行为表现、顾客与企业的关系发生了重 大的变化。顾客由单纯的购买者、使用者变为价值共创者，传统顾客企业间的二元垂 直关系向顾客、企业、其他顾客的多元网络关系转变。为了描述新变化，顾客契合应 运而生。营销领域对于顾客契合如何形成、企业如何进行契合管理仍未有定论，从企 业层面对顾客契合进行研究具有理论实践双重价值。基于此，本文从顾客组织社会化 的视角出发研究顾客契合的形成机理。 本文的研究逻辑为，首先，在文献综述的基础之上结合个体契合心理机制、顾客 组织社会化阶段等理论，构建了以顾客自我心理体验（感知能力、感知收益、感知控 制）为中介的概念模型，并提出了相应的假设。然后，使用问卷调查和统计分析的方 法完成数据收集与分析，通过SPSS.22对问卷进行验证性因子分析和描述性统计，利 用AMOS.22工具建立结构方程模型进行因子分析、路径分析，验证了本文所提出的 假设。最后，结合实证分析的结果，分析顾客组织社会化过程，结合相关理论和大量 的相关研究解析形成机理，在此基础之上得出顾客组织社会化视角下顾客契合形成路 径。 本文创新点在于：第一，顾客组织社会化的知识技能社会化、人际关系社会化、 价值观社会化三个维度对自我心理体验的影响强度存在差异；第二，顾客契合是顾客 基于感知能力、感知收益、感知控制综合评估的结果；第三，顾客契合达成对于顾客 而言是价值供给关系的升级和人际关系深度广度的拓展的结论。基于上述结论，本文 从实现顾客赋能、激发良性互动、培育社区认同、提升顾客控制四个角度提出了管理 建议并从变量、样本、研究视角的角度对未来的研究进行了展望。 关键词：顾客契合；顾客组织社会化；心理体验；虚拟品牌社区 III Abstract With the development and popularization of the mobile Internet, New features of any time and any place interaction has been injected in social media. In the typical social media of the virtual brand community, the behavior of customers and the relationship between customers and enterprises have undergone major changes. Customers are transformed from simple buyers and users to value co-creators. The traditional dualistic vertical relationship among customer enterprises has changed to the multi-network relationship of customers, enterprises, other customers. In order to describe this new change, Customer engagement has been proposed. There is still no conclusion on how the customer engagement should be formed and how the enterprise should carry out the engagement management in the field of marketing. The research on the formation mechanism of customer engagement from the perspective of organization has the dual value of theory and practice. In order to clarify this issue, this paper studies the formation mechanism of customer engagement from the perspective of customer organization socialization. The research logic of this paper is , firstly, on the basis of literature review, combined with the theory of individual engagement psychological mechanism and the stage of customer organization socialization, this paper constructs a conceptual model mediated by customer self-psychological experience (perceived ability, perceived benefit, perceived control), and puts forward corresponding hypotheses. Then, data collection and analysis are completed by questionnaire survey and statistical analysis. Questionnaire is analyzed by confirmatory factor analysis and descriptive statistics through SPSS.22. Structural equation model is established by AMOS.22 tools for factor analysis and path analysis. The hypothesis proposed in this paper. Finally, combined with the results of empirical analysis, on the basis of the analysis of the stage of customer organization socialization, combined with relevant theories and a large number of related studies, the hypothetical results are analyzed step by step, and on this basis, the formation path of customer engagement under the perspective of customer organization socialization is obtained. The innovations of this paper are as follows: There are differences in the intensity of the influence of socialization of knowledge and skills, socialization of interpersonal relationships, and socialization of values on self-psychological experience; Customer engagement is the result of a customer's comprehensive assessment based on perceived ability, perceived benefit, and perceived control; and the conclusion that the customer engagement is an upgrade of the value supply relationship and an extension of the breadth of the interpersonal relationship for the customer. Based on the above conclusions, this paper proposes management suggestions from the perspectives of customer empowerment, stimulating benign interaction, fostering community identity, and improving customer control. The future research is prospected from the perspectives of variables, samples and research perspectives. IV Key words: Customer engagement；Customer organization socialization；Psychological experience Brand virtual community V 目 录 摘要 ................... I Abstract .................. III 第一章 绪论 ..... - 1 - 1.1 研究背景 ...... - 1 - 1.1.1 现实背景 .......................... - 1 - 1.1.2 理论背景 .......................... - 2 - 1.2 研究目的与意义 ......................... - 2 - 1.2.1 研究目的 .......................... - 2 - 1.2.2 研究意义 .......................... - 3 - 1.3 研究内容与思路 ......................... - 3 - 1.4 研究方法与技术路线图 ............. - 5 - 1.4.1 研究方法 .......................... - 5 - 1.4.2 论文的总体技术路线图 .. - 5 - 第二章 文献综述 ............................ - 7 - 2.1 虚拟品牌社区相关研究 ............. - 7 - 2.1.1 虚拟品牌社区的概念 ...... - 7 - 2.1.2 虚拟品牌社区顾客参与 .. - 8 - 2.2 顾客组织社会化相关研究 ......... - 9 - 2.2.1 顾客组织社会化内涵 ...... - 9 - 2.2.2 顾客组织社会化内容 .... - 10 - 2.2.3 组织社会化的阶段 ........ - 11 - 2.3 顾客契合相关研究 ................... - 12 - 2.3.1 顾客契合研究主题分析 - 12 - 2.3.2 顾客契合内涵 ................ - 14 - 2.3.3 顾客契合因果研究 ........ - 15 - 2.3.4 顾客契合形成过程 ........ - 16 - 2.4 相关研究述评 ........................... - 17 - 2.5 本章小结 .... - 18 - 第三章 研究模型构建与假设提出 ............................. - 19 - 3.1 理论模型构建 ........................... - 19 - VI 3.1.1 契合的心理机制 ............ - 19 - 3.1.2 组织社会化的阶段 ........ - 21 - 3.1.3 模型构建 ........................ - 21 - 3.2 关键变量界定及测度 ............... - 22 - 3.2.1 顾客组织社会化 ............ - 22 - 3.2.2 感知收益 ........................ - 23 - 3.2.3 感知控制 ........................ - 23 - 3.2.4 感知能力 ........................ - 24 - 3.2.5 顾客契合 ........................ - 24 - 3.3 假设提出 .... - 26 - 3.3.1 顾客组织社会化对自我心理体验的影响 ... - 26 - 3.3.2 自我心理体验对顾客契合的影响 ............... - 27 - 3.3.3 自我体验的中介作用 .... - 28 - 3.4 本章小结 .... - 29 - 第四章 研究设计与数据分析 ...... - 31 - 4.1 问卷设计与数据收集 ............... - 31 - 4.1.1 调研背景及样本的选择 - 31 - 4.1.2 量表题项选择 ................ - 31 - 4.1.3 问卷设计与修正 ............ - 32 - 4.1.4 正式问卷发放与回收 .... - 33 - 4.2 数据统计分析 ........................... - 33 - 4.2.1 描述性统计分析 ............ - 33 - 4.2.2 信度和效度检验 ............ - 35 - 4.3 假设检验 .... - 38 - 4.3.1.主模型检验 ..................... - 39 - 4.3.2 中介效应检验 ................ - 40 - 4.4 假设结果总结 ........................... - 42 - 4.4.1 顾客组织社会化对自我心理体验的影响 ... - 42 - 4.4.2 顾客自我心理体验对顾客契合的影响 ....... - 43 - 4.4.3 自我心理体验的中介作用 ........................... - 43 - 4.5 本章小结 .... - 45 - 第五章 顾客契合形成路径分析 .. - 47 - 5.1 顾客组织社会化与顾客自我心理体验 .................. - 47 - 5.2 自我心理体验与顾客契合 ....... - 49 - VII 5.3 顾客组织社会化阶段分析 ....... - 51 - 5.3.1 进入阶段 ........................ - 51 - 5.3.2 适应阶段 ........................ - 51 - 5.3.3 融入阶段 ........................ - 52 - 5.4 顾客契合形成路径 ................... - 54 - 5.5 本章小结 .... - 55 - 结 论 ............... - 57 -