多元企业认同的身份构建及其张力调和机理

doi:10.3724/SP.J.1042.2018.01331

摘要/Abstract

摘要：

基于认同驱动的营销关系视角, 系统地探讨了基于多元企业认同的企业身份构建及其张力调和机理。具体地, 通过定性和定量相结合的方法, 首先基于社会认同理论和身份理论, 探索多元企业认同的结构; 其次, 从社会心理学和文化创新的视角, 描绘多元企业认同形成及演化过程; 最后, 探究多元企业认同的身份构建以及身份张力调和机制。在理论上将消费者-企业认同扩展到多个利益相关者与企业的认同, 探索多元企业认同的身份构建及调和过程, 揭示其背后深层作用机理。实践上为企业与客户保持长期、和谐、多赢关系提供重要依据。

关键词: 客户-企业认同, 多元身份, 多元认同, 张力调和

Abstract:

This research aims to explore the mechanisms of constructing multi-company identity and investigate how to reconcile the tensions among them based on the theory of multiple company identification. We applied both qualitative and quantitative methods in this research. Our objectives are three-fold: a) firstly develop the definition, structure and measurement of multiple company identification based on social identity theory and identity theory; b) secondly explore the process of multiple company identification development from the perspective of social psychology and cultural innovation; and c) examine the mechanisms of reconciling identity tensions among multiple companies during the multi-company identification development process. Our research contributes to the theory by extending customer-company identification into multiple stakeholders-company identification. The results of this study not only explore the mechanisms of constructing a multiple-company identity, but also investigate how to reconcile the tensions among them. The results could be of practical value by offering insights to companies in maintaining long-term and harmonious relationships with their customers.

Key words: customer-company identification, multi-company identity, multiple identification, reconciling the tension

中图分类号:

B849:F713.55

李纯青, 吕俊峰, 马宝龙, 曹丽, 谭乐. (2018). 多元企业认同的身份构建及其张力调和机理. 心理科学进展 , 26(8), 1331-1348.

LI Chunqing, Lü Junfeng, MA Baolong, CAO Li, TAN Le. (2018). Constructing multi-company identity and reconciling the tensions among them. Advances in Psychological Science, 26(8), 1331-1348.

图/表 6

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CCI的概念化/操作化	CCI的前因	CCI的结果
CCI的概念化/操作化	CCI的前因	态度	行为
(1)整体的CCI测量 Bhattacharya & Sen, 2003; Lichtenstein, Drumwright, & Braig, 2004; Ahearne, Bhattacharya, & Gruen, 2005; Hong & Yang, 2009; Netemeyer, Heilman, & Maxham, 2012; Lichtenstein, Netemeyer, & Maxham, 2010; Marín & Ruiz de Maya, 2013; Brashear-Alejandro, Kang, & Groza, 2016; Kang, Alejandro, & Groza, 2015; Karaosmanoglu, Banu Elmadag Ba?, & Zhang 2011; Öberseder, Schlegelmilch, Murphy, & Gruber, 2014;Tsai, Joe, Lin, Chiu, & Shen, 2015 (2)集中在两个CCI维度(认知和情感) Currás-Pérez, 2009; Currás-Pérez, Bigné-Alcañiz, & Alvarado-Herrera, 2009; Einwiller et al., 2006; Algesheimer et al., 2005; Fombelle et al., 2012; Homburg et al., 2009; Wolter & Cronin, 2016 (3)集中在三个CCI维度(认知、情感和评价) Bagozzi & Yi, 2012; Bagozzi et al., 2012	(1)企业社会责任 Lichtenstein et al., 2004; Currás-Pérez et al., 2009; Currás-Pérez, 2009; Lee, Park, Rapert, & Newman, 2012; Lii & Lee, 2012; Homburg, Stierl, & Bornemann, 2013; Romani, Grappi, & Bagozzi, 2013; Öberseder, Schlegelmilch, Murphy, & Gruber, 2014; Romani & Grappi, 2014; Siu, Zhang, & Kwan, 2014; Swimberghe & Wooldridge, 2014 (2)企业/品牌吸引力 Bhattacharya & Sen, 2003; Currás-Pérez et al., 2009; Marín & Ruiz de Maya, 2013 (3)组织或品牌认同 Homburg et al., 2009; Lichtenstein et al., 2010; Bagozzi et al., 2012; Netemeyer et al., 2012 (4)情感依附/归属感需要 Karaosmanoglu et al., 2011; Marín & Ruiz de Maya, 2013 (5)服务/互动/客户导向 Tung, Liang, & Chen, 2014 (6)企业声望/外部形象 Ahearne et al., 2005 (7)企业社会责任慈善声望、信任 Homburg et al., 2013	(1)对企业/品牌的态度/承诺/满意度 Currás-Pérez, 2009; Lii & Lee, 2012; Pérez & Rodríguez del Bosque, 2013; Siu et al., 2014; Swimberghe & Wooldridge, 2014 (2)更苛刻的企业诉求 Bhattacharya & Sen, 2003	(1)企业/客户忠诚 Bhattacharya & Sen, 2003; Lichtenstein et al., 2004; Homburg et al., 2009; Currás-Pérez, 2009; Lee et al., 2012; Homburg et al., 2013; Pérez & Rodríguez del Bosque, 2013; Swimberghe & Wooldridge, 2014; Kang et al., 2015; Wolter & Cronin, 2016 (2)购买意向 Currás-Pérez et al., 2009; Currás-Pérez, 2009; Öberseder, Schlegelmilch, Murphy, & Gruber, 2014; Tsai et al.,2015 (3)正面口碑等其他意向 Hong & Yang, 2009; Bagozzi et al., 2012; Romani et al., 2013; Wolter & Cronin, 2016 (4)客户角色内/外行为 Ahearne et al., 2005; Karaosmanoglu et al., 2011; Lii & Lee, 2012 (5)捐款/志愿活动 Lichtenstein et al., 2004; Romani & Grappi, 2014 (6)负面信息恢复 Bhattacharya & Sen, 2003; Bagozzi et al., 2012; Wolter & Cronin, 2016

CCI的概念化/操作化	CCI的前因	CCI的结果
CCI的概念化/操作化	CCI的前因	态度	行为
(1)整体的CCI测量 Bhattacharya & Sen, 2003; Lichtenstein, Drumwright, & Braig, 2004; Ahearne, Bhattacharya, & Gruen, 2005; Hong & Yang, 2009; Netemeyer, Heilman, & Maxham, 2012; Lichtenstein, Netemeyer, & Maxham, 2010; Marín & Ruiz de Maya, 2013; Brashear-Alejandro, Kang, & Groza, 2016; Kang, Alejandro, & Groza, 2015; Karaosmanoglu, Banu Elmadag Ba?, & Zhang 2011; Öberseder, Schlegelmilch, Murphy, & Gruber, 2014;Tsai, Joe, Lin, Chiu, & Shen, 2015 (2)集中在两个CCI维度(认知和情感) Currás-Pérez, 2009; Currás-Pérez, Bigné-Alcañiz, & Alvarado-Herrera, 2009; Einwiller et al., 2006; Algesheimer et al., 2005; Fombelle et al., 2012; Homburg et al., 2009; Wolter & Cronin, 2016 (3)集中在三个CCI维度(认知、情感和评价) Bagozzi & Yi, 2012; Bagozzi et al., 2012	(1)企业社会责任 Lichtenstein et al., 2004; Currás-Pérez et al., 2009; Currás-Pérez, 2009; Lee, Park, Rapert, & Newman, 2012; Lii & Lee, 2012; Homburg, Stierl, & Bornemann, 2013; Romani, Grappi, & Bagozzi, 2013; Öberseder, Schlegelmilch, Murphy, & Gruber, 2014; Romani & Grappi, 2014; Siu, Zhang, & Kwan, 2014; Swimberghe & Wooldridge, 2014 (2)企业/品牌吸引力 Bhattacharya & Sen, 2003; Currás-Pérez et al., 2009; Marín & Ruiz de Maya, 2013 (3)组织或品牌认同 Homburg et al., 2009; Lichtenstein et al., 2010; Bagozzi et al., 2012; Netemeyer et al., 2012 (4)情感依附/归属感需要 Karaosmanoglu et al., 2011; Marín & Ruiz de Maya, 2013 (5)服务/互动/客户导向 Tung, Liang, & Chen, 2014 (6)企业声望/外部形象 Ahearne et al., 2005 (7)企业社会责任慈善声望、信任 Homburg et al., 2013	(1)对企业/品牌的态度/承诺/满意度 Currás-Pérez, 2009; Lii & Lee, 2012; Pérez & Rodríguez del Bosque, 2013; Siu et al., 2014; Swimberghe & Wooldridge, 2014 (2)更苛刻的企业诉求 Bhattacharya & Sen, 2003	(1)企业/客户忠诚 Bhattacharya & Sen, 2003; Lichtenstein et al., 2004; Homburg et al., 2009; Currás-Pérez, 2009; Lee et al., 2012; Homburg et al., 2013; Pérez & Rodríguez del Bosque, 2013; Swimberghe & Wooldridge, 2014; Kang et al., 2015; Wolter & Cronin, 2016 (2)购买意向 Currás-Pérez et al., 2009; Currás-Pérez, 2009; Öberseder, Schlegelmilch, Murphy, & Gruber, 2014; Tsai et al.,2015 (3)正面口碑等其他意向 Hong & Yang, 2009; Bagozzi et al., 2012; Romani et al., 2013; Wolter & Cronin, 2016 (4)客户角色内/外行为 Ahearne et al., 2005; Karaosmanoglu et al., 2011; Lii & Lee, 2012 (5)捐款/志愿活动 Lichtenstein et al., 2004; Romani & Grappi, 2014 (6)负面信息恢复 Bhattacharya & Sen, 2003; Bagozzi et al., 2012; Wolter & Cronin, 2016

维度	个体		社会
维度	外在	内在	外在	内在
认知	★	★	★	★
评价	★	★	★	★
情感	★	★	★	★

维度	个体		社会
维度	外在	内在	外在	内在
认知	★	★	★	★
评价	★	★	★	★
情感	★	★	★	★