网络受害者的结果和在线品牌社区中的旁观者反应

IF 4.2 3区 管理学 Q2 BUSINESS International Journal of Electronic Commerce Pub Date : 2022-04-03 DOI:10.1080/10864415.2022.2050582
Nuttakon Ounvorawong, Jan Breitsohl, Ben Lowe, Des Laffey
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引用次数: 0

摘要

Facebook粉丝页面等在线品牌社区显示出越来越多的网络受害现象,即社区成员受到其他成员的欺凌。基于心理学的网络受害文献,我们设计了一项实验,探讨网络受害如何影响受害者的正面口碑意图、社区满意度和社区追随意图这三个商业结果。通过对387名有网络受害经历的社区成员的调查,我们的研究结果表明,结果在网络受害的严重程度(严重vs轻微)和旁观者(即目击网络受害事件的未参与社区成员)的反应(辩护vs强化vs假装)方面存在显著差异。我们的研究结果让品牌经理更好地理解网络品牌社区中网络受害的不良影响,以及他们可能希望鼓励的旁观者的反应类型。
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Outcomes of Cyber-Victimization and Bystander Reactions in Online Brand Communities
ABSTRACT Online brand communities such as Facebook fan pages show an increasing level of cyber-victimization, which is where a community member is bullied by another member. Based on the cyber-victimization literature in psychology, we designed an experiment that explores how cyber-victimization affects three commercial outcomes, namely, a victim’s positive word-of-mouth intentions, community satisfaction, and community following intentions. Using a survey of 387 community members with past cyber-victimization experiences, our results show that outcomes differ significantly in relation to the severity of cyber-victimization (severe vs. mild) and the reactions (defending vs. reinforcing vs. pretending) from bystanders (i.e., uninvolved community members who witness the cyber-victimization incident). Our findings offer brand managers a better understanding of the undesirable effects of cyber-victimization in online brand communities, and of the type of reactions from bystanders that they may wish to encourage.
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来源期刊
International Journal of Electronic Commerce
International Journal of Electronic Commerce 工程技术-计算机:软件工程
CiteScore
7.20
自引率
16.00%
发文量
18
审稿时长
>12 weeks
期刊介绍: The International Journal of Electronic Commerce is the leading refereed quarterly devoted to advancing the understanding and practice of electronic commerce. It serves the needs of researchers as well as practitioners and executives involved in electronic commerce. The Journal aims to offer an integrated view of the field by presenting approaches of multiple disciplines. Electronic commerce is the sharing of business information, maintaining business relationships, and conducting business transactions by digital means over telecommunications networks. The Journal accepts empirical and interpretive submissions that make a significant novel contribution to this field.
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