The Study On Motivations Of Customer Voice Behaviour In The Context Of Virtual Brand Community

With the increasingly fierce market competition, every company is facing more and more complex business environment. Faced with the quickly changing marketing environment, managers of company are hard to make a choice. However, they can get new ideas from another point of view, such as customers’words and behaviours. Because customers stand for market. Often, managers will be inspired by customers’words and behaviours. It’s useful for them to stand firm and keep calm to cope with the unpredictable marketing circumstances.Voice behaviour can be easily found in the practical activity of business administration. Companies pay more and more attention to customer extra-role behaviour as well. Customers are playing a more and more important role in the practical activity of business administration. Customers’ rational voice is regarded as valuable resources, also, it’s beneficial to the long-term development. It has caused both managers’and scholars’close attention to it, which is becoming a new topical subject in the research area. It’s necessary to study more about customer voice based on the theory of previous studies on voice behaviour and customer citizenship behaviour because domestic and foreign scholars have not gone deep study into it.Customer voice in the context of virtual brand community is regarded as the research content in this paper. This paper investigated the motivation factors influencing customer voice in the context of virtual brand community. Customer voice has been divided into customer promotive voice and customer prohibitive voice in this paper. Through field interviews and big questionnaire, we have found that social motivation and economic motivation have a positive impact on customer promotive voice; social motivation, economic motivation, psychological motivation and functional motivation have a positive impact on customer prohibitive voice. Furthermore, it has been found that community identification has negative moderating effects on the relationship between economic motivation and promotive voice; it has positive moderating effects both on the relationship between psychological motivation and prohibitive voice, and on the relationship between functional motivation and prohibitive voice.This paper introduced voice behaviour from organization behaviour area to marketing area, realizing the innovation of research content and enriching the research of customer citizenship behaviour. This study explored the motivations of customer voice, which is different from previous study on customer voice, reflecting the innovation of research view. Last but not least, this paper investigated customer voice deeply in the context of virtual brand community, reflecting the innovation of research scenario.