研究微博中承诺和信用对消费者行为倾向的影响
——基于关系营销的角度
摘 要：本研究的目的是探索消费者对企业通过微博进行关系营销的观点。这项研究是以承诺-信用理论以及消费者对企业微博形象、承诺、信用、满意度和社群意识对消费者的行为倾向的研究为基础的。这项研究的成果可以成为企业利用微博进行关系营销的准则。这项研究显示消费者的满意度对承诺、信用、社群意识和消费者的行为倾向具有积极影响。企业形象对承诺和信用的影响是成立的，但对行为倾向的影响需须经由承诺和信用产生中介效果。信用对承诺和社群意识的影响是存在的，但是对行为倾向的影响须经由承诺和社群意识产生中介效果。最后，承诺和社群意识对行为倾向的影响是成立的。
关键词：微博、关系营销、满意度、企业形象、承诺、信用、社群意识、行为倾向
1、引言
当我们在新的经济时代面临着现今的商业环境时，许多企业在短时间内就变成了一个以顾客为中心的企业。为了提高竞争力，企业必须了解他们的顾客，了解顾客的需求，并且通过专项服务满足顾客的需求。随着技术时代环境的改变，企业已经通过信息系统与客户建立了关系。随着顾客上网历史的增加，企业可以提供给他们更多的产品信息并且在第一时间获得顾客的回复。通过这种方法，客户服务的成本可以降低；企业与客户的关系可以变得稳定；企业与客户之间可以建立更多的联系；企业与客户之间的沟通可以个性化。
基于格朗鲁斯的研究，他认为关系营销意味着企业通过发展、维护和提高与顾客的关系来达到企业的目的。越来越多的企业发展其吸引力来构建自己的形象以留住和吸引新的顾客。因此，一个企业的专业性和企业形象的构建对企业来说是很重要的。一个公司是否可以提供服务或产品以满足客户的需求影响着客户对企业的信任和忠诚度。
基于Web2.0大流行，大众媒体已经覆盖了许多拥有新颖、有趣故事的网站，吸引了更多的公众关注互联网。这些问题对因特网的常用用户来说都不是问题。因特网发展很迅速。近来微博服务供应商例如Facebook、Twitter和Plurk是新闻的热点话题，已经聚集了大量用户。根据市场研究公司的成员尼尔森最近的一份报告，在2008年二月到2009年二月间，Twitter是用户增长速度最快的一个社交网站（从475000个用户到17600000个用户）。它的绝对访客增长率在美国是1382%。在2009年五月，全国用户数量达到37300000，这是一个令人吃惊的数据。博客用户一直在讨论是否微博可以取代博客。因特网用户最关注的是微博是否可以缩短他们与朋友们之间的距离，是否可以帮助他们交到新朋友。然而，商人们最关注的是微博是否可以替代博客变为一个新的营销武器。
博客营销是指不仅让因特网用户变的亲密，也是指需要“可信的”网络发言人的赞语。博客成为值得信赖的网络发言人是由于他们长时间在某些话题上努力花费时间。通过写文章，他们在互联网用户的心中构建了“大师”的形象。结果，即使他们的一个“好”字也对有科技非常强大的影响力。这就是博客营销的有效性。博客的权利：检查实际操作者在博客上的使用对公共关系产生的影响。
对于微博，我们可以在Twitter上看到谷歌。在谷歌在Twitter上的账户建立后，立马就有16000个追随者。现在谷歌在Twitter上的追随者有1670000人。这意味着谷歌每在Twitter上发表一条新闻，1760000个人在下一秒将在互联网或手机短信上被通知。这种传播新闻的速度和范围是令人吃惊的。
再来说说戴尔，一个主要的国际电脑制造商，例如，通过微博的能力来提供信息，特别提供了可以通过短信迅速传递给所有微博用户信息的功能。因为价钱很合理，许多用户已经立即决定变成戴尔的追随者。并且戴尔继续提供给追随者们更多的第一手优惠券。结果，通过微博达到的总订单金额已经达到了新台币100000000元。通过微博，消息可以更加迅速地传递给互联网用户。然而，这并不意味着任何一种营销信息都可以通过微博随意发布。这儿的原则和网上营销的原则是一样的：发布信息必须包含吸引互联网用户的诱导机制。戴尔通过发布优惠券或特别优惠信息已经成功地吸引了更多的追随者。因此，传播信息的关键是追随者的数量。这就是那些操纵微博的用户应该花更多的努力的地方。
此外，微博代表一个实时的在线交流媒介。因此，就像通过MSN,企业可以与互联网用户进一步成为网络朋友。然而，区别在于微博是公共平台。因此，亲密的感觉不是一对一是一对多。就像美国总统奥巴马的例子，他有10000000个粉丝，这意味着当一条消息发布在微博上，就将有1000000人接收它。这个数据是惊人的。最重要的是，由于友谊是建立在这些平台上，这比因特网的广告或其他媒体网络有更少的距离或陌生的感觉。信息被接受的可能性就变得更高。此外，这种粉丝和朋友的机制不仅能够满足传递信息的目的，而且能够提高客户忠诚和客户满意度。通过一个简单的移动，可以获得很多好处。在这段期间，微博很受大家欢迎，很多人称微博对于网上口碑营销是很好的媒介。在这儿，我们认为微博可以做地比博客更好。除了口碑营销，微博也可以用于社会媒体营销。通过朋友与粉丝的交互，社会媒体的粘度可以是非常有效的。
企业创建和操作他们的微博有两个原因：第一个原因就是建立一个全是用户和潜在消费者的社会网络。他们像朋友一样与消费者互动继而影响他们的购买决定。第二个原因就是可以监控公众意见。企业通过微博来应对互联网用户的赞扬或批评。这个将要在研究里被讨论的问题是如何通过微博建立客户关系以达到留住客户的目的。
因此，这项研究集中在客户使用微博营销的概念作为企业进行关系营销的工具。这项研究的目的有：
1.利用企业微博去探索对顾客的影响。
2.探索用企业微博进行关系营销对顾客满意度和企业形象的影响。
3.利用企业微博探索顾客满意度、企业形象、信任、承诺和社群意识对客户行为倾向的影响。
4.给企业操作微博作为关系营销的工具提供了准则。
2、文献综述
2.1 微博
微博是一种新形式的通信方式，用户可以通过简短的文字描述他们当前的状态，并通过即时信息（MSN、G谈话和雅虎）、手机（SMS）、Rss、电子邮件或网站发布出去。根据博蒙特的定义，微博已经代替博客分享想法和观点、邀请讨论和告诉人们你的生活的作用。它允许我们随意选择关注别人，也允许别人关注我们。然而与传统博客的不限字数相反的是，微博通常通过手机短信发布消息，因此每条短信的字数被限制在140字以内，所以消息的发布是简短、快捷和正中要点的。
微博最重要的特点除了限制字数，就是粉丝和朋友的概念。成为某人的粉丝或追随者，是不需要得到他的批准的。因此，消息的接收是自愿的。另一方面，成为某人的朋友是需要得到他的批准的。获得批准后，除了你能接收到他的信息，你的信息也可以传递给他。简单地说，粉丝关系意味着信息只可以单向传递。相反地，朋友关系意味着信息可以双向传递。它们可以被传递，也可以被接收。
根据微博的特点，这项研究认为这个概念使得企业利用微博塑造形象变得简单了，因为这些得到信息的人是自愿接收信息的。他们是企业的朋友或粉丝。它在这儿象征着因特网用户自愿接收你的信息。一旦他们发现自己并不喜欢这些信息，他们可以取消和你的关系或是放弃粉丝的身份。如若他们发现这些信息是有趣和有用的，那么营销就会变得非常有效。进一步讲，你将有足够的空间来发展你与你的粉丝、朋友们之间的关系，让他们满意，并不断接收企业的信息。
2.2 关系营销
关系营销的概念形成于六十年代早期。它起源于欧洲北部的工业行业中的“工业营销”。在那时，在工业和贸易的原始市场上并没有多少交易。买卖双方充分了解产品。因此，他们关注的重点并不在产品上，而在双方的交流上。所以，大多数卖家和买家将签署合同保持他们的长期关系，这样他们就可以相互依赖和生存在一起。
“关系营销”这个术语是由巴瑞在1983年第一次提出的，他认为关系营销就是吸引顾客，留住顾客并发展多种服务。他还认为吸引新顾客也是营销过程的一部分。然而，在营销过程中，更多的重点应该放在加强客户关系上，把不同类型的客户转变成忠诚客户，让客户在逛商场时有家的感觉。
摩根和亨特认为成功营销的两个关键因素是承诺和信用关系。因此，他们提出了一个承诺信用理论，并创建了一个中介变量（KMV）模型。所以，承诺和信用关系被认为是中介变量，在五个条件之前（包括终止关系成本、收益关系、分摊价值、交流和投机行为），并且这个结果是由承诺信用关系造成的（默认、倾向、合作、功能性冲突和决策不确定性）。这个模型强调承诺和信用直接导致合作行为，这个行为对关系营销的成功是有益的。近二十年来大多数关于关系营销的研究都支持这样一个理论，那就是信任是中介变量，从心理感情方面来说，信任可以看作维护关系的交往动机。大多数研究把承诺视为一个索引或是关系维护的结果变量。
信任起源于心理学家对这一概念关于人际关系影响的研究。通常，这意味着一个人在另一个人或这段关系中的自信程度。并且，在很久以前，这个概念——信任在营销领域就已经成为一个重要问题。威尔逊指出，在许多关系模型中，信任被认为是一个基本的概念，通常是关系成功的关键。在摩根和亨特的研究中，信任被定义为愿意信任交易伙伴的信心指数。它也意味着当企业面对风险或处于劣势时，客户对企业持有的积极期望的动机。此外，索尼娅认为，在网络空间，信任扮演着一个扩散和接收电子商务的角色。
相对于信任，承诺被认为是建立一个成功和友好的“长期”关系和发展关系事务的关键。根据摩根和亨特，承诺被定义为交易伙伴相信他们业务关系的重要性，并且愿意尽其所能维持这种关系。换句话说，做下承诺的当事人相信这种关系是值得维护的，并能保证永远保护这种关系。
博尔特认为当顾客对他们所获得的服务持一种积极的态度，那么顾客就会建立一种情感满意度。并且，他们倾向于欢迎再次接收该服务。他们的忠诚度将会变得更高。根据克罗斯比、埃文斯和考尔斯所提出的关系质量模型，如果客户一直很满意售货员之前的表现，他们将会依靠这些售货人员的诚实，并显示出对未来交易的信心。这项研究的结果显示当前成功销售的经验并不能连续创造销售机会。未来与顾客交流的机会依赖于顾客感知关系的质量。而且，这些机会也被销售人员的相似的传统专业知识所影响。
2.3 企业形象
博尔丁提出了术语“形象”。他认为形象是一种客观的认知，而不是事物的真实内容。这意味着这些观点是被一些人通过破碎或不足的信息所生成或感知的。从另一方面说，企业形象是由消费者根据企业和他们的服务产生的主观态度和感情派生。
此外，阮和勒布朗提到企业形象的组成要素可能来自于企业的基本内容和被顾客所感知的企业行为，包括企业名称、传统、管理哲学和服务。形象是所有顾客关于企业的经验、感情、思想和知识相互作用的结果。因此，一个企业的形象是消费者根据企业所提供的关于活动、产品或服务的事物和信息所产生的主观态度和消费者感知。
2.4 社群意识
社群在贝拉等人的书中有如下定义：社群是一群在社会上相互依赖的人，他们共同讨论参与决定，并且分享实践经验。这样一个社群是不容易形成的。它几乎总是有一个历史，是一个社群的记忆，是由社群的记忆和它的过去所组成。社群研究小组自从上个世纪六十年代末对社群意识感兴趣了，因为当社群不在时社群意识被认为是有益的结果。
此外，社群意识被麦克米伦和查韦斯定义为组织成员的归属感，是一种是成员共享信仰，相互作用共同满足需求的感觉。根据他们的研究，有四个结构可以表示效果：成员感觉、感觉影响、需求的整合与满足和共享情感联系的分享。会员的感觉代表一种归属感和对社群的认同感。感觉影响涉及到对社群的影响或被社群所影响。需求的整合与满足描述的是当被社群中的其他成员所支持时，自生也支持其他成员。共享情感联系是指是共享历史及社群精神的感觉。韦斯特汉姆和凯恩也曾定义社群意识是有着共同兴趣和目标的人相互作用的结果。
3、研究方法和假设
3.1 研究模型
这项研究的重点是消费者对企业利用微博进行关系营销的看法。这项研究是基于KMV模型，该模型包括消费者对微博页面中企业形象、承诺、信用和社群意识的满意度对消费者行为倾向的影响。根据文献综述，我们作以下假设，研究模型如图1：
承诺
满意度
信用
行为倾向
企业形象
社群意识
图1：研究模型
第一个假设验证的是消费者对微博页面中企业形象、承诺、信用和社群意识的满意度对消费者行为倾向的影响。满意度是企业与顾客建立长期关系的一个重要因素。根据维斯布鲁克，满意度是一种情绪状态。它是由产品的质量与所获得的服务是否符合消费者期望所决定。它反映了交互经验和一致性的评估。因为提供服务的时间很长，售货员的表现与消费者的期望并不一致，客户的感知不确定性会增加，消费者更多的是根据售货员现有的表现来推断他们预期的行为。因此，客户对销售人员的满意度是客户良好关系的关键。总之，消费者是否会与一个企业进行更多的交流行为以实现长期互动效应是由他们关系的质量所决定。因此，好的关系质量意味着客户可以通过持续的满意度，进一步的信任销售人员。良好的关系质量也意味着客户可以完全信任销售人员，然后消除他们的不确定性。因此，在这项研究中，提出了以下假设：
H1a：客户对企业微博的满意度对客户承诺有一个积极影响。
H1b：客户对企业微博的满意度对客户信任有一个积极影响。
H1c：客户对企业微博的满意度对社群意识有一个积极影响。
H1d：客户对企业微博的满意度对消费者行为倾向有一个积极影响。
第二个假说验证的是客户知觉对企业在承诺、信用、社群意识上的形象和消费者行为倾向的影响。格局辛格和斯德玛克的研究，有良好形象的企业能在客户的印象中创建质量保证。客户会因此“信任”这些企业。其次，企业形象也可以由重复购买经验所构建。在购买商品或服务前，企业的形象可以由各种方法的媒体传播，如广告和亲戚朋友的口耳相传，通过这种方法影响消费者对产品质量的感知。根据罗伯森和嘉缇娜的研究，企业形象能够增加消费者对企业特定产品或服务的知识，减少购买时的不确定性，所以他们会从有好的企业形象的企业购买产品以减少购买风险。在巴特拉莱曼和辛格的研究中，他们认为企业形象是客户在企业活动中的主观态度，这将诱发消费者产生情感联系和认同感。本研究也认为，如果积极的企业形象可以引导消费者感知他们诚实可靠的特点，消费者信任和承诺就建立。因此，在这项研究中，提出了以下假设：
H2a：客户对企业微博形象的感知对客户承诺有一个积极影响。
H2b：客户对企业微博形象的感知对客户信任有一个积极影响。
H2c：客户对企业微博形象的感知对社群意识有一个积极影响。
H2d：客户对企业微博形象的感知对消费者行为倾向有一个积极影响。
第三个假设验证的是客户对企业微博的信任对承诺、社群意识和行为倾向产生的影响。这些成为企业粉丝的顾客，对这些微博有一定经验后，将会评估这些企业网站的公平和诚信，根据通过微博务获得企业的价值观。加布里娜和约翰逊在研究中提到，信任是承诺的一个前兆。因为承诺涉及潜在的脆弱性与牺牲，这表明客户不太可能承诺除非信任建立了。根据辛格和斯德玛克，强大的信任可以是一个非常满意的顾客变成一个非常忠实的顾客，这意味着客户将继续使用该产品或服务。因此，在这项研究中，提出以下假设：
H3a：客户对企业微博形象的信任对客户承诺有一个积极影响。
H3b：客户对企业微博形象的信任对客户的社群意识有一个积极影响。
H3c：客户对企业微博形象的信任对客户的行为倾向有一个积极影响。
第五个假设验证的是客户对企业微博的社群意识对客户行为倾向的影响。根据赖和陈的研究，有强烈社群意识的用户会对这些网站产生归属感。在这个网站上，他们更愿意分享他们的感情，写文章，与其他成员交流。他们将会对这些网站更兴趣并花更多的时间在上面。因此，这项研究认为当浏览微博网页时，有强烈社群意识的用户更愿意参加各种活动。所以，在这项研究中，提出了以下假设：
H5：客户对企业微博的社群意识对客户的行为倾向有一个积极影响。
4、研究方法
4.1 数据收集和抽样计划
这项研究所使用的数据都是从网上抽样调查得来，网站地址是my3q.com（http://my3q.com）。受访者是在台湾的企业微博的粉丝。
受访者被要求在问卷上评估这些项目。所有项目都在李克量表上衡量。有554人填写问卷。在检索到的554份问卷中，有26份是无效的。不包括无效的问卷，528份问卷用于研究分析。有效反应率是95.31%。
4.2 数据分析过程和方法
在网上问卷调查后，我们使用PLS1.04软件分析数据。有四种统计分析方法应用于分析和验证数据，主要如下：
1、描述性统计
2、可靠性分析
3、结构方程模型
4.3 描述性统计
4.3.1 描述性统计的受访者
问卷中的描述性信息包括参与者的性别、年龄、教育背景、工作和使用微博网站功能如服务供应商、使用微博服务的时间、上网时间、发送和阅读微博信息的频率。有321名男性受访者和207名女性受访者。94%的受访者在19—30岁之间。大约96%的受访者高于本科教育。大多数受访者都是学生，占68%。76%的受访者每天上网7—9小时，56%的受访者每天上微博7—9小时。
4.3.2描述性统计的问卷调查
在本节中，描述性统计问卷中的调查结果显示在表格1。有三个关于满意度的项目，六个关于企业形象的项目，五个关于承诺的项目，六个关于信任的项目，十个关于社群意识的项目，还有三个关于行为倾向的项目。
表格1：描述性统计问卷调查
项目 说明 平均值 标准差
满意度
S1 注册这个企业的微博是一个正确决定。 5.126 1.098
S2 自从注册总是很满意该企业微博内容。 5.975 1.099
S3 一般说来，我很满意本企业微博所提供的服务。 5.126 1.008
企业形象
CI1 该企业的管理有一个良好的形象。 5.464 1.163
CI2 该企业是可靠的。 5.490 1.122
CI3 该企业普及率很高。 5.789 1.142
CI4 该企业衡量消费者的利益和权利。 5.185 1.178
CI5 该企业产品宣传很吸引人。 5.448 1.124
CI6 该企业的实践者很专业。 5.030 1.118
承诺
C1 我非常关注该企业未来的发展 4.810 1.212
C2 我希望与该企业的微博关系能长久维持。 5.007 1.112
C3 我愿意投入跟多的努力和资产用于管理企业的微博（例如消费更多或口耳相传）。 4.785 1.166
C4 我很高兴通过微博对企业的产品或服务提建议。 4.965 1.084
C5 我将会全身心维护与企业的关系。 4.812 1.119
信用
T1 企业微博上提供给用户的信息是正确和可靠的。 5.081 1.054
T2 该企业的微博是值得信赖和诚实的。 5.278 1.017
T3 该企业的产品质量在一定标准之上。 5.259 1.061
T4 该企业的服务质量在一定标准之上。 5.380 1.058
T5 该企业微博首先重视消费者的利益。 5.348 1.038
T6 该企业微博有丰富的产品知识、能力和技术。 4.820 1.088
社群意识
SC1 我对该企业微博有很强的归属感。 4.734 1.118
SC2 我认为该企业微博是我的一个好朋友。 4.679 1.135
SC3 我关注该企业微博上其他成员对我的评价。 4.719 1.049
SC4 我在该企业微博上回复的信息经常被其他人浏览。 4.562 1.191
SC5 我认为在该企业微博上花时间是值得的。 4.515 1.170
SC6 我可以从该企业微博上得到我想要的信息。 4.744 1.085
SC7 我的需求与该企业微博上其他成员的需求一致。 5.039 0.993
SC8 该企业微博上的成员会共同协作解决问题。 4.871 1.019
SC9 该企业微博上的成员相处融洽。 4.681 1.074
SC10 其喜欢该企业微博上的成员。 4.691 0.099
行为倾向
BI1 我会一直关注该企业的微博。 5.312 1.053
BI2 在未来我会经常关注该企业微博。 5.145 1.093
BI3 我会很愿意建议其他人关注该企业微博。 4.774 1.144
4.4 可靠性分析
问卷可靠性代表每个结构的可靠性，结果必须一致或稳定。综合可靠性和克伦巴赫如表2所示。陈建议实现内部结构的一致性，相应的之必须超过0.7。在这项研究中，综合可靠性的值都超过0.7。我们也可以从克伦巴赫的值中了解更多。娜娜莉提出克伦巴赫最低可接受值为0.5，如果值高于0.7会更好。在我们的研究中，所有的克伦巴赫值都高于0.5。因此，我们可以得出内部结构一致性的结论。
表2：克伦巴赫和每个构造的综合可靠性
概念 项目号码 合成信度 克伦巴赫信度
满意度 6 0.8007 0.916482
企业形象 4 0.942658 0.923848
承诺 6 0.93665 0.917854
信用 10 0.952904 0.945135
社群意识 3 0.920713 0.870023
行为倾向 3 0.924712 0.864382
4.5 效度分析
效度表示被测对象的精确程度。本研究的效度分析分成两部分，一个是收敛效度（结果显示在表3），另一个是区别效度（结果显示在表4&5）。
表3
结构 项目 负载 平均值
满意度 S1 0.8581 0.804334
S2 0.9756
S3 0.8514
企业形象 CI3 0.7711 0.698132
CI4 0.863
CI5 0.8754
CI6 0.8288
承诺 C1 0.8345 0.766898
C2 0.8983
C3 0.8853
C4 0.8708
C5 0.8883
信用 T1 0.8245 0.712364
T2 0.8764
T3 0.869
T4 0.8888
T5 0.8763
T6 0.7164
社群意识 SC1 0.8014 0.669511
SC2 0.8605
SC3 0.8752
SC4 0.8068
SC5 0.791
SC6 0.8343
SC7 0.7861
SC8 0.7971
SC9 0.8249
SC10 0.8
行为倾向 BI1 0.9022 0.794972
BI2 0.9291
BI3 0.8413
5、结论和管理影响
这个研究的目的是探索消费者对企业利用微博进行关系营销的看法。这项研究是基于KMV模型，该模型包括消费者对微博页面中企业形象、承诺、信用和社群意识的满意度对消费者行为倾向的影响。
根据研究结果，企业形象对消费者的承诺、信用是很重要的。换句话说，如果消费者对企业有好的印象，那么消费者就会认同并相信企业。根据阿克提到，企业想象可以构建一些人性。然后就可以加强企业与顾客之间的联系。因此，通过微博，企业自己的品牌个性就可以传递给公众。在网络空间，良好的企业形象将被创建，导致消费者的情感依赖。然而，我们发现企业形象对消费者的行为倾向没有直接影响。这项研究认为，对企业形象对消费者的行为倾向而言，它必须经过情绪转变把这些感情转变为对企业的承诺和信用。
此外，信任对消费者的承诺和社群意识有直接影响。消费者对企业微博的信任将会加强他们对企业的承诺和感觉。经营者必须基于信任建立同消费者的关系，因为信任是所有关系成功的关键，信任也会减少消费者的不确定性。因此，微博页面的设计必须真诚考虑客户的利益。满足客户的个性化服务和信息应该被提供。为了交朋友和建立同客户的真心的关系虔诚的建议应该提供给客户。然而，根据这项研究，消费者信任对他们行为倾向的研究必须经过社群意识和信任，它可以创建口碑和加强情感因素。
最后，社群意识影响消费者行为倾向的假设被证明了。换句话说，通过企业微博进行的消费者互动增加了他们购买企业产品和反复使用企业服务的意愿。结果，企业应该利用微博增加同消费者之间的互动。微博的精神就是互动和交流。消费者不愿意看到企业自卖自夸。为了通过微博进行关系营销，真正需要的是大家庭的氛围。通过与消费者真诚的互动与交流，企业能够与他们做朋友。
6、研究限制和研究建议
因为这项研究的样本是在网上收集的，一个限制形成了。大多数受访者是20到30岁的学生。这个样本并不代表所有人。为了在未来作进一步的研究，调查能在不同的领域进行。此外，该研究的实验者是在台湾注册企业微博的消费者。在不同的国家，文化和生活方式是不同的。因此一个在不同行业不同企业之间的比较形成了，通过微博寻找更多的关系营销。
这项研究的重点是探索消费者对企业利用微博进行关系营销的看法。然而，没有评估消费者满意度和企业形象的因素，例如微博的技术标准，轻松使用操作平台，和企业信息的可用性。所有因素应该被进一步研究去发现通过微博进行关系营销的更多特征。怎样吸引更多的消费者去注册并接受企业信息？怎样鼓励消费者参加网页上的讨论甚至营销活动？在未来这些问题是值得其他学者讨论的。
附件2：外文原文
EFFECT OF COMMITMENT AND TRUST TOWARDS MICRO-BLOGS ON CONSUMER BEHAVIORAL INTENTION:
A RELATIONSHIP MARKETING PERSPECTIVE
Chien-Lung Hsu1*, Chia-Chang Liu2 and Yuan-Duen Lee3
1Perfect Elite Co., LTD.
Port Louis (00230), Mauritius
2Golden Asset Management Consultant LTD.
Taipei (104), Taiwan
3Graduate School of Business and Operations Management
Chang Jung Christian University
Tainan (711), Taiwan
ABSTRACT
The purpose of this study is to explore consumers’ views on enterprises conducting relationship marketing through micro-blogging. The basis of this study is the base on commitment-trust theory with the influences of consumers’ satisfaction with the micro-blog page of enterprises, corporate images, commitment, trust, and sense of community on consumers’ behavioral intention. The result of this study can be used as principles for enterprises to manage their relationship marketing through micro-blogging and construct their micro-blog page. The result of this study shows that consumers’ satisfaction has positive influences on commitment, trust, sense of community, and behavioral intentions.The influences of corporate images on commitment and trust are supported, but the influences on behavioral intentions must go through the mediators, commitment and trust.The influences of trust on commitment and sense of community exist, but the influences on behavioral intentions must go through the mediators, commitment and sense of community.Lastly, the influences of commitment and sense of community on behavioral intentions exist.
Keywords: Micro-blog, Relationship Marketing, Satisfaction, Corporation Image,Commitment, Trust, Sense of Community, Behavioral Intention.
1. INTRODUCTION
While facing the current business environment in the new economy age, many enterprises have transformed into customer-oriented enterprises in a short time. To improve competitiveness, enterprises must understand their customers, know what their customers want, and satisfy their customers’ needs through customized services. With the environment change brought by the age of technology, enterprises have built their relationships with customers through information systems. With data of customers’ online surfing histories, enterprises can offer them more product information and obtain their responses in real time. This way, cost of customer services can be reduced, customer relationship can be secured, more connections with customers can be made, and communication can be personalized.
Base on Gronroos’ [12] research, he believed that relationship marketing means enterprises develop, maintain, and improve their relationship with customers in order to reach their goals. More and more enterprises develop related attractive power by building their images to retain and draw new customers. Therefore, a company’s professionalism and the building of its image is important for the company. Whether a company can provide services or products to meet customers’ demands influences customers’ trust and loyalty to the company.
According to the Web 2.0 fever, mass media have covered stories of many novel and interesting websites, drawing more public attention to the Internet. These issues are no longer issues for only heavy users of the internet. The internet has developed rapidly. Recent micro blogging service providers such as Facebook, Twitter, and Plurk are hot topics for news and have accumulated a large amount of users. According to the latest report by Nielsen, which is a market research company, during the period of February, 2008 through February, 2009, Twitter is one of the social websites with fastestusers). The growth rate of unique visitors in the US is1382%. In May, 2009, the number of global users had reached 37,300,000, which is an astonishing number.Bloggers have been talking about whether “micro blogs can replace blogs”. What internet users care about are whether micro blogs can shorten the distances between them and their friends, and whether micro blogs can help them make new friends. However, what business owners care about is whether micro blogs can replace blogs as a new weapon for
marketing.
Blog marketing is about not only becoming confidants of internet users, but also the need of good words from a “trusted” online spokesman. Bloggers become trusted online spokesman due to their long-term efforts spent in certain topics. Through writing articles, they have built their images as “masters” in internet users’ hearts. As a result, even their “one good word” can be very powerful and influential. This is the effectiveness of blog marketing [20]. Blog power: Examining the effects of practitioner blog use on power in public relations.
As for micro-blogging, we can see Google on Twitter. After Google’s Twitter account was established, immediately there were 16 thousand followers. Now the number of Google’s Twitter followers is 176 million. This means every time Google announces a piece of news on Twitter, 176 million people will be notified in the next second via the internet or SMS. The speed and range of spreading news are amazing.
Also take Dell, a major international computer manufacturer, for example, through the ability of micro blogging to deliver messages, information of special offers can be rapidly delivered to all the micro blog users through text messages. Because prices are good, many users have immediately decided to become Dell’s followers. And Dell continues to provide followers more first-hand e-coupons. As a result, the total order amount through micro blogging has reached NT$100,000,000. Through micro-blogging, messages can be delivered to internet users more quickly. However, this does not mean any kind of marketing information can be posted through micro blogging at will. The principles here are thesame as the principles for online marketing: published information must contain inducers which may be attractive to internet users. Dell has successfully drawn more and more followers through publishing e-coupons or information of special offers. Therefore, the key of spreading information is the number of followers. This is what those who manipulate micro blogs should spend more efforts in.
Moreover, micro-blogging represents a real-time medium for online communication. Therefore, like through MSN, enterprises may further become cyber friends with these internet users. However, the difference is that micro-blogs are openpublic platforms. Thus, the sense of intimacy is not one-to-one but one-to-many. Like the President of the United States, Obama’s case, one million fans, it means when a message is posted on the micro-blog, one million people will receive it. This number is amazing. Most important of all, because friendships are built on these platforms, there is less distance or sense of unfamiliarity than the situation with internet advertisement or other internet media. The possibility of messages being received is much higher. In addition, the mechanism of fans and friends can not only fulfill the purpose of delivering messages, but also improve customer loyalty and satisfaction. By one single move, many advantages can be gained. During the period when blogs are popular, many people have claimed that blogs are very good media for online word-of-mouth marketing. Here, we assert that micro-blogs can do better than blogs. Besides word-of-mouth marketing, micro-blogs can also be used for social media marketing. Through interactions with friends and fans, the viscosity of social media can be very effective.
Enterprises create and operate their micro blogs for two reasons: The first one is to build a social network of users or potential consumers. They interact with consumers as their “friends” to influence their purchase decisions. The second one is to monitor public opinions. Enterprises respond to internet users’ praises or criticism through micro-blog.The issue which will be discussed in this research is how to build customer relationship through micro blogging in order to retain customers.
Thus, the research is centered on the customers’ conception of using micro-blog as a relationship marketing tool by enterprises. The purposes of this research are:
1. To explore the impact of customers by enterprises micro-blog .
2. To explore the impact of customers satisfaction and corporate image of the enterprises micro-blog to relationship marketing.
3. To explore the impact of customers satisfaction, corporate image, trust, commitment and sense of community of the enterprises micro-blog to customers behavioral intention.
4. To provide enterprises principles for establishing and operating their micro-blogs as a relationship marketing tool.
2. LITERATURE REVIEW
2.1 Micro-blog
Micro-blogging is a new form of communication in which users can describe their current status in short posts distributed by instant messages (MSN, G-talk, and Yahoo), mobile phones (SMS), RSS, email or the Web site. According to Beaumont’s [3] definition, micro-blogging has taken the concept of blogging which is sharing thoughts and opinions, inviting discussion and telling people about your life. It allows whom we choose to follow, and who follows us. While on the contrary to conventional blogs’ unlimited entry length, micro-blog messages are usually posted by mobile phone text messages and are therefore currently restricted to only 140 characters per message which is short, sharp and to the point.
The most significant feature of micro-blogging is, besides limitation in number of words, the concept of fans and friends. To become someone’s fan or follower, approval from him is not required. Therefore, the acceptance of messages is voluntary. On the other hand, to become someone’s friend, approval from him is required. After approval, besides being able to receive messages from him, your messages will also be delivered to him. In simple words, a fan relationship means messages can only be delivered one way. On the contrary, a friend relationship means messages can be delivered in two ways. They can be sent, and they can be received.
According to the characters of micro-blog, The research thinks that this concept has brought enterprise micro-blog marketing an effect of making their images not annoying, because those who receive messages from them receive messages “voluntarily”. They are enterprises’ friends or fans. The symbolization here is that internet users are willing to receive your messages. Once they find themselves disliking the messages, they can break off the relationship with you or give up their identity as fans. Or, if they find the messages interesting and useful, the marketing will become very effective. Further, you will have plenty of space to develop your relationship with these fans and friends to make them feel “satisfied” and continuously receive messages from enterprises.
2.2 Relationship Marketing
The concept of “relationship marketing” was formed in early 60s. It originated with “industrial marketing” in the industry in Northern Europe. At that time there weren’t many transactions in the organizational markets of industry and commerce. And both sellers and buyers know enough about the products. Therefore, their focus was usually not onthe products but the interactions between them. Thus, most sellers and buyers would sign contracts to maintain their long-term relationships so that they could depend on each other and survive together [13].
The term “relationship marketing” was first proposed in 1983 by Berry [5], who believed that relationship marketing is to attract customers, retain them, and develop various services. He also believed that attracting new customers is just a part of the marketing process. However, in the marketing process, more emphasis should be placed on enhancing customer relationship, transforming different kinds of customers into loyal customers, and making customers feel like they are home when visiting stores.
Morgan and Hunt [17] believed that two key factors of successful marketing are relationship commitment and trust. Therefore, they proposed a commitment-trust theory and created a Key Mediating Variable (KMV) model. Thus, relationship commitment and trust are considered as mediating variables, which are between 5 prior conditions (including relationship termination costs, relationship benefits, shared value, communication, and opportunistic behavior) and the results caused by relationship commitment and trust (acquiescence, propensity to leave, cooperation. functional conflict, and decision-making uncertainty). This model emphasizes that commitment and trust directly lead to cooperation behaviors which are beneficial to the success of relationship marketing. Most of the researches related to relationship marketing in the recent 20 years have supported the theory that trust is the mediating variable and from the psychological aspect of affections trust can be considered as the affiliation motivation of relationship maintenance. And most of researches have considered commitment as an index or outcome variable of relationship maintenance.
Trust originated from the researches by psychologists of the influences of this concept on interpersonal relationship. Usually, it means the degree of one person’s confidence in another person or the relationship between them [15]. And the concept, trust, had become an important issue in the field of marketing research a long time ago. Wilson [27] pointed out that, in many relationship models, trust has been considered as a basic concept, and usually the key to successful relationship. In the research by Morgan and Hunt [15], trust is defined as the confidence index of being willing to depend on a trading partner. It also means customers’ motivation to hold positive expectation toward enterprises when facing risks or being in disadvantage. In addition, Sonja [23] believed that, in the cyberspace, trust plays a role of spreading out and receiving e-businesses. And in the cyberspace, trust is a key factor of success,
because trust can reduce uncertainty and complexity of transactions and relationship.
Relative to trust, commitment is considered as a key to build a successful and friendly “long-term” relationship and develop relational transactions. According to Morgan and Hunt [17], commitment is defined as trading partners believing in the importance of their business relationship and being willing to do all they can to keep it. In other words, the party which makes commitment believes the relationship is worth keeping and guarantees to continuously protect it forever.
Boulding et al. [7] believed that customers would develop the emotion of satisfaction when having a positive attitude toward the service experiences they have obtained. And then they tend to welcome to receive that service again. Their loyalty would become higher. According to the relationship quality model proposed by Crosby, Evans and Cowels[9], if customers have been satisfied with salespersons previous performances, they would be able to rely on those salespersons’ honesty and shows confidence in their future performances. The result of this research indicates that previous experiences of successful sales do not crease opportunities of continuous sales. The opportunities of continuous future interaction depend on the quality of relationship “customers” perceive. And these opportunities are also influenced by salespersons’ similarity in tradition and professional knowledge.
2.3 Corporate Image
Boulding [6] proposed the term “image”. He believed that image is a kind of objective perception instead of true content of an incident. It means the point of view generated or perceived by some fragments or insufficient information some people rely on. In other words, enterprises’ images are the subjective attitudes and feelings derived by consumers according to these enterprises and their performances.
In addition, Nguyen and Leblanc [19] mentioned that the factors of enterprises’ images may be from the substances of enterprises and consequences of their behaviors perceived by customers, including names, traditions, management philosophy, and services. Image is a result of interactions among all customers’ experiences, feelings, thoughts, and knowledge about an enterprise. Thus, an enterprise’s image is the subjective and perceived attitude generated by consumers according to the enterprise’s substance and information related to activities, products, or services it offers.
2.4 Sense of Community
Community which defined in Bellah et al. ‘s [4] book, as follows: A community is a group of people who are socially interdependent, who participate together in discussion and decision making, and who share certain practices that both define the community and are nurtured by it. Such a community is not quickly formed. It almost always has a history and so is also a community of memory, defined in part by its past and its memory of the past. Community researchers have been interested in sense of community since at least the 1960s, because sense of community is believed to have beneficial outcomes that do not result when sense of community is absent.
Furthermore, sense of community is defined by McMillan and Chavis [16] as a feeling that members of a group have of belonging, a feeling that members matter to one another and to a group, and a shared faith that the members’ needs will be met through their commitment to be together. According to their study, there were four constructs that can represent the effect: feelings of membership, feelings of nfluence, integration and fulfillment of needs and shared emotional connection. Feelings of membership states feelings of belonging to and
identifying with the community. Feelings of influence infers to feelings of having influence on and being influenced by the community. Integration and fulfillment of needs describes feelings of being supported by other members in the community while also supporting them. Shared emotional connection is the feelings of relationships, shared history and a spirit of community. Also in Westheimer and Kahne [26] defined sense of community as a result of interaction and deliberation by people brought together by similar interests and common goals.
3. RESEARCH METHOD AND HYPOTHESES
3.1 Research Model
The research is focus on consumers’ views on enterprises conducting relationship marketing through micro-blogging. The research model is based on KMV model which contains with the influences of consumers’ satisfaction with the micro-blog page of enterprises, corporate images, commitment, trust, and sense of community on consumers’ behavioral intention. According to the literature review, we make the following hypothesis and the research model show as Figure 1.
The first hypothesis to be tested is the influences of consumers’ satisfaction with enterprises’ micro-blogs on commitment, trust, sense of community, and behavioral intention. Satisfaction is
an important factor of enterprises establishing long-term relationship with customers. According to Westbrook [25], satisfaction is an emotional state. It is determined by the degree of coming up with the products or achieving the service interests customers expect. It reflects assessment of experiences of interactions and degree of consistency. Because time required to deliver services is long and salespersons’ performances may not be as consistent as customers expect, the uncertainty which customers perceive would increase, and customers would depend more on salespersons’ previous performances to predict their future behaviors. Therefore, customers’ satisfaction with salespersons is the key to good relationship. In summary, whether customers would conduct more exchange behaviors with an enterprise to achieve long-term interactive effects determined by the quality of their relationship. Therefore, good relationship quality means customers can, through continuous satisfaction, further trust and be moreconfident with salespersons. Good relationship quality also means customers can completed trust salespersons and then eliminate their uncertainty. In addition, Lam et al. [14] mentioned in their research that satisfied consumers would develop a motive to visit again and consider bringing other customers as their responsibility. In other words, they would benefit from browsing the web pages and continuously to visit these websites to enjoy the benefits. Satisfied consumers would also hope to share interests with others and expect these web pages to always be available. Therefore, they would recommend the websites to others. Thus, in this study, the following hypotheses were proposed:
H1a: Customers’ satisfaction with enterprises’ micro-blogs has a positive influence on customers’ commitment
H1b: Customers’ satisfaction with enterprises’ micro-blogs has a positive influence on customers’ trust.
H1c: Customers’ satisfaction with enterprises’ micro-blogs has a positive influence on customers’ sense of community.
H1d: Customers’ satisfaction with enterprises’ micro-blogs has a positive influence on customers’ behavioral intention.
The second hypothesis to be tested is the influences of consumers’ perception of enterprises’ images on commitment, trust, sense of community, and behavioral intention. According to the research by Singh and Sirdeshmukh [22], enterprises with good images may create quality guarantees in customers’ impressions. Customers would therefore “trust” these enterprises. Secondly, enterprises’ images may also be built from repeated purchase experiences. Enterprises’ images may, through different types of media such as advertisement or families’ or friends’ word of mouth, influence consumers’ perception of quality before purchasing products or getting services. According to the research by Robertson and Gatignon [21], enterprises’ images may facilitate consumers’ knowledge of certain enterprises’ products or services and reduce their uncertainty when making purchase decisions, so that they would buy products from enterprises with good images to reduce risk of consumption. In Batra, Lehmann and Singh‘s [2] research, they thought corporate image is the subjective attitude of customers during the activity within enterprises which will induce consumers to have an emotional connection and to bring the sense of identity. Also this study believes that, if positive enterprise images can guide consumers to perceive their characteristics of honesty and reliability, consumers trust and commitment may be established. Thus, in this study, the following hypotheses were proposed:
H2a: Customers’ perception of enterprises’ images of micro-blogs has a positive influence on customers’ commitment.
H2b: Customers’ perception of enterprises’ images of micro-blogs has a positive influence on customers’ trust.
H2c: Customers’ perception of enterprises’ images of micro-blogs has a positive influence on sense of community.
H2d: Customers’ perception of enterprises’ images of micro-blogs has a positive influence on customers’ behavioral intention.
The third hypothesis to be tested is the influences of consumers’ trust in enterprises’ micro-blogs on commitment, sense of community, and behavioral intention. Customers who have signed up to be members of enterprises’ micro-blogs, after having some experiences with these micro-blogs, would evaluate the fairness and honesty of the enterprises of those websites and the ability to achieve enterprises commitment according to the products or services provided by these enterprises and the interests and values, which they can obtain from those micro-blogs. In Garbarino and Johnson’s [11] research mentioned that trust is a precursor of commitment. Because commitment involves potential vulnerability and sacrifice, it follows that customers are unlikely to be committed unless trust already established. When consumers trust an enterprise, if
they have to buy the same type of products again, they are very likely to buy from this enterprise again. And in the process of purchase, trust and reliability perceived are being enhanced continuously and eventually become loyal consumers of the enterprise. According to Singh and Sirdeshmukh [22], strong trust may transform a very satisfied customer into a very loyal customer, which means the customer would continuously use the product or service. Thus, in this study, the following hypotheses were proposed:
H3a: Customers’ trust in enterprises’ micro-blogs has a positive influence on customers’ commitment.
H3b: Customers’ trust in enterprises’ micro-blogs has a positive influence on customers’ sense of community.
H3c: Customers’ trust in enterprises’ micro-blogs has a positive influence on customers’ behavioral intention.
The fourth hypothesis to be tested is the influences of consumers’ commitment to enterprises’ micro-blogs on behavioral intention. According to the research by Morgan and Hunt [17], customers’ high satisfaction with enterprises would result in high their commitment. And the customers who have made commitment to enterprises are usually more loyal to these enterprises. This kind of commitment from customers is very valuable. It drives customers to make purchases over and over again, spread out positive praises, and even defend and explain for enterprises when enterprises are criticized. Thus, in this study, the following hypothesis was proposed:
H4: Customers’ commitment to enterprises’ micro-blogs has a positive influence on customers’ behavioral intention.
The fifth hypothesis to be tested is the influences of consumers’ sense of community for enterprises’ micro-blogs on behavioral intention. According to the research by Lai and Chen [24], users who have strong sense of community for websites would develop home-like feeling for those websites. They would be more willing to share their emotions, write articles, and interact with other members on the websites. They would be more interested in the website and spend more time on them. Therefore, this study believes that customers with strong sense of community would be willing to participate in all kinds of activities when browsing web pages of micro-blogs. Thus, in this study, the following hypothesis was proposed:
H5: Customers’ sense of community of enterprises’ micro-blogs has a positive influence on customers’ behavioral intention.
4. RESEARCH METHODOLOGY
4.1 Data Collection and Sampling Plan
The data used in this research has been collected through an online sampling survey, which is hosted in my3q.com (http://www.my3q.com). The respondents are the users who have follow or become fans of the micro-blog webpage of corporations (e.g.,PLURK, Twitter, etc) in Taiwan. The respondents are asked to evaluate the designed items within the questionnaire. All items are measured on a 7-point Likert scale. There are 554 respondents filling out the questionnaire. Among the 554 questionnaires retrieved, 26 are invalid. After excluding the invalid ones, 528 questionnaires are used for analyses in the study. The valid response rate is 95.31%.
4.2 Data Analysis Procedure and Methods
After the online questionnaire survey, we use Visual PLS 1.04b1 software to analyze the data retrieved. There are four statistical analysis methods applied to analyze and verify the data, as follows:
1. Descriptive Statistics
2. Reliability Analysis
3. Validity Analysis
4. Structure Equation Modeling
4.3 Descriptive Statistics
4.3.1 Descriptive Statistics of the Respondents
The descriptive information include participants’ characteristics such as gender, age, educational background, job and behavior of using any functions in a micro-blog website like a service provider, the time spent on micro-blogging services, the time spent on the internet, and the frequency of posting messages and reading other bloggers’ messages. There are 321 male respondents and 207 female respondents. 94% of the respondents are 19-30 years old. About 96% of the respondents are above bachelor education. Most of the respondents are students. It takes 68%. 76% of respondents use internet 7-9 hour a day and 56% spend 7-9 hour on micro-blog website.
4.3.2 Descriptive Statistics of the Questionnaires
Retrieved
In this section, the result of descriptive statistics of the questionnaires retrieved is shown in the Table 1. There are three items regarding satisfaction, six items regarding corporate image, five items regarding commitment, six items regarding trust, ten items regarding sense of community, and three items regarding behavioral intention.
5. CONCLUSION AND MANAGERIAL IMPLICATIONS
The purpose of this study is to explore consumers’ views on enterprises conducting relationship marketing through micro-blogging. The basis of this study is the KMV model with the influences of consumers’ satisfaction with the micro-blog of the enterprises, corporate image, commitment, trust, and sense of community on consumers’ behavioral intention.
According to the research result, we are able to verify that the influences of consumers’ satisfaction with the micro-blog of enterprise on commitment, trust, sense of community, and consumers’ behavioral intention are significant. Therefore, enterprises should spend more effort improving consumers’ satisfaction with their micro-blogs. For example, they may improve operators’ responding time and quality of marketing activities, or update their information more
often.
According to the research result, the influences of corporation images on consumers’ commitment, trust and commitment are significant. In other words, consumers would develop identification with and trust in enterprises with good images. According to Aaker [1] mentioned that corporate image can build up some kind of personality. Then can strength the connection between enterprises and customers. Thus, through micro-blogging, personalities of enterprises’ own brands can be delivered to the public. In the cyberspace, good enterprise images will be created, leading to consumers’ emotional dependency. However, it is found that there is no direct influence of enterprises’ images on consumers’ behavioral intention. This study believes the reason is because, for enterprises’ images to influence consumers’ behavioral intention, it must go through the internalization of emotions to transform these feelings into commitment to and trust in enterprises.
In addition, trust has direct influences on consumers’ commitment and sense of community. Consumers’ trust in enterprises’ micro-blogs would enhance their commitment to and sense of community for enterprises. Proprietors must establish relationship based on trust with their customers, for trust is the key to success of all kinds of relationship and trust may reduce consumers’ uncertainty while making decisions. Therefore, web pages of micro-blogs must be designed with sincere consideration for customers’ interests. Personalized services and information which meets customers’ demands shall be provided. Devout suggestions shall be offered to customers in order to make friends and establish relationship with them true-heartedly, winning their trust. However, according to this study, the influences of consumers’ trust on their behavioral intention must go through sense of community and commitment, which can create words-of-mouth and enhance emotion factor.
Lastly, the hypothesis of sense of community influencing consumers’ behavioral intention has been proven. In other words, interaction consumers perform through web pages of enterprises’ micro-blogs increases their intention to purchase enterprises’ products repeatedly or use enterprises’ services continuously. Consequently, enterprises shall improve interactions on web pages of their micro-blogs. The spirit of micro-blogging is to interact and communicate. Consumers do not want to see enterprises sing their own praises. To conduct relationship marketing through micro-blogging, what is truly required is atmosphere of one big family. Through sincere interaction and conversation with consumers, enterprises would be able to make friends with them.
6. RESEARCH LIMITATION AND FURTHER RESEARCH SUGGESTIONS
Because sample of this study was collected online, a limitation was formed. Most respondents
were students of ages ranging from 20-30. The sample does not completely represent the population. For further study in the future, surveys may be conducted in different fields. In addition, the research subjects were consumers who had signed up enterprises’ micro-blogs in Taiwan. In different countries, culture and lifestyle may be different. Also a comparison can be made between enterprises in different industries, to find out more about relationship marketing through micro-blogging.
The focus of this study is on consumers’ views on enterprises conducting relationship marketing through micro-blogging. However, there weren’t factors to evaluate consumers’ satisfaction and enterprises’ images, such as technology standard for micro-blogging, easiness to use for operating platforms, and usability of enterprises’ information. All these factors shall be further studied to discover more characteristics of relationship marketing through micro-blogging. How to attack more consumers to sign up and receive information from enterprises? How to encourage consumers to participate in discussions on web pages or even marketing activities? These questions are worthy to be discussed by other scholars in the future.
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