The Study Of The Effect Of Perceived Support On Customers' Voice Behavior

With the evolution of economic and political globalization,domestic and foreign enterprises face an increasingly complex and changeable environment,and enterprise managers are deeply aware of the importance of customer's advice about the product/service to the future development of the enterprise.In the background of mobile internet,in order to help customers communicate better,the virtual brand community provides an effective platform for customers.However,there are very few studies on the relationship of customers perceive their own community/organization support-perceived support with customer behavior.At present,domestic scholars seldom involves the research field of customer construction,and the research on how the relevant mechanisms act on customer behavior is even more rare.This research bases on the reality and combine with the previous research results,to explore the impact of perceived support on the customer voice behavior and the role of customer commitment and self-efficacy in this process.Drawing on existing research results and considering the particularity of virtual brands,this article divides perceptual support into three dimensions:informational support,embedded support and interactive support;And the customer commitment is divided into two dimensions--affective commitment and normative commitment,then adds self-efficacy as a moderator variable to this study.Through reviewing and arranging the previous literature,the hypothesis and establishment of the research model are summarized and the hypothesis is verified by empirical analysis.Finally,the following conclusions are drawn:(1)The perception support in the virtual brand community has a significant positive effect on the customer voice behavior,and the embedding support has the greatest influence.(2)Besides interaction support is not significant for normative commitment,perceived support has a significant positive impact on customer commitment.(3)Customer commitment has a significant positive impact on customer behavior.(4)The normative commitment don't play an intermediary role of the relationship between interactive support and customer voice behavior;the two dimensions of customer commitment paly an intermediary role of the relationship between perceived support and other paths for customer voice behavior.(5)Self-efficacy plays a regulatory role in customer voice behavior and perception support,as well as the relationship between customer voice behavior and customer commitment.Specifically,the sense of self-efficacy moderates the relationship between embedded support and customer voice behavior,as well as the relationship between customer commitment and customer voice behavior.While the regulation of relation between other variables is not significant.