An Empirical Research On The Impact Of Perceived Support For Customers On The Willingness To Share Information

In the virtual brand communities，the change of customers’role brings new challengesto managers. The traditional relationship between the enterprise customer and the balanceof power are inclined to the customers. Companies want to strengthen their relationshipswith customers through virtual brand community, and get the value of information throughsharing behavior by customers.Perceived support for customer is closed related toOrganizational Support Theory, which Provides a research breakthrough point for this newsocial relationships.First we take a look at the review of relevant theories and literature on PerceivedSupport for Customers,Willingness to Share Knowledge and Customer Trust.Based on theOrganizational Support Theory, with the perspective of the customer perception, the paperproposes hypotheses and builds the theoretical model which involves the relationshipbetween perceived support for customers and willingness to share knowledge,and therelationship between perceived support for customers and customer trust. this researchmakes deeper exploration on the mechanism that Perceived support for customer influencesthe willingness to share information.In this paper, customer trust is considered as themediating variable which is introduced to the relationship between perceived support forcustomers and willingness to share knowledge.We design a questionnaire andmeasurement 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 frommembers of Sina microblogging Enterprise.240valid questionnaires were collected in total.We use structural equation model to test hypothesis processed by SPSS20.0and 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 customerson willingness to share knowledge and The mediating effect of consumer truston the relationship between perceived support for customers on willingness to shareknowledge are all significant. The results identify the new role of enterprise in virtualcommunity, and put forward suggestions to enterprise about how to manage the virtual brand communities through organizational support.