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| The Influence of Internal and External Incentives on Customer Engagement in Virtual Brand Community |
| ZHANG Yuexian，ZHANG Xing，CUI Hang，WEI Xiaoying |
| 1. Northeastern University, Shenyang, China;2. Northeastern University at Qinhuangdao, Qinhuangdao, Hebei, China |
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Abstract Dissect the “erosion” perspective from the weakening theory of the cognitive school, build a chain intermediary model with customer participation, customer trust and customer identification as the intermediary based on the self-determination theory, and explore the influence mechanism of internal and external incentives on customer engagement and whether there is an “eroding” effect between internal and external incentives. The data is analyzed by using the hierarchical regression method and the Bootstrap method. The study found that: First of all, there is an “erosion” effect between internal and external incentives and the effect of “individual pull-up and overall inhibition” on internal and external incentives. Secondly, incentives measures cannot be used solely to influence customer engagement through customer participation. There are also mediating variables to be explored in the path of customer participation and customer engagement. Finally, the chain mediation effect of “customer participation-customer trust” and “customer participation-customer identification” is significant.
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Received: 27 April 2021
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