随着我国市场经济的迅速发展，顾客的生活水平得到大幅提升。为了使企业 提供的商品能够更好地满足自身需求，顾客不再被动地接受企业给予的产品和服 务，他们开始主动参与到服务和消费的整个流程中，进行自主选择甚至影响产品 的开发与生产，在这一过程中顾客会自发地实施对企业有利的公民行为。此外， 由于移动互联网及自媒体的发展，顾客在消费过程中的理念与行为方式与以往大 不相同，自媒体平台为顾客提供了了解企业及其产品知识的新渠道。一些网络博 主通过在自媒体平台上进行自我营销，向他人分享自己的产品使用体验以及独特 的见解，来帮助消费者规避由于信息不对称而引发的风险，从而使自己获得他人 的喜爱和认可，并且在潜移默化中对个体的观念、态度和公民行为产生重大影响。 由于学术界对于网络参照群体与顾客公民行为之间的关系研究还存在空白，因 此，本文基于 S-O-R 理论，以自媒体平台博主为研究对象，探讨了在网络参照 群体（S）的刺激下，通过影响感知价值（O），从而影响顾客公民行为（R）产 生的机制。主要研究结论如下： （1）网络参照群体影响维度可以划分成两个方面：信息性与规范性，顾客 公民行为可以划分成三个方面：帮助、推荐与反馈，信息性影响和规范性影响与 反馈、推荐以及帮助行为之间存在显著的正相关关系；（2）感知价值由功能价 值和知识价值构成，网络参照群体两个维度与感知价值两个维度之间存在正相关 关系，感知价值和顾客公民行为维度之间存在显著的正相关关系；（3）感知价 值两个维度在网络参照群体和顾客公民行为关系中发挥着中介作用，其中功能价 值在信息性影响与反馈、推荐以及帮助行为间起部分中介的作用，功能价值在规 范性影响与推荐、帮助行为关系中发挥完全中介的作用，知识价值在信息性影响 与反馈、推荐行为关系中发挥完全中介的作用，知识价值在信息性影响与帮助行 为间起部分中介的作用，知识价值在规范性影响与反馈、推荐行为间起部分中介 的作用，知识价值在规范性影响和帮助行为关系中发挥完全中介的作用。 本文通过探讨网络参照群体刺激顾客公民行为产生的作用机理，提出企业可 以通过建立参照者效应，打造产品专家，增加顾客对产品、服务以及企业品牌的 信赖和认可，从而推动顾客产生公民行为。还提出企业在具体实践的过程中需要 重视顾客对于企业服务及产品的评价和感知，通过向顾客传递别具一格的信息来 提升顾客的满意度和知识，从而加强顾客产生公民行为的意愿，使企业受益。 关键词：网络参照群体；感知价值；顾客公民行为II Abstract With the rapid development of China's market-economy, the living standards of customers have been greatly improved. In order to make the products provided by the enterprise meet their own needs better, customers no longer passively accept the products and services given by the enterprise, but begin to actively participate in the entire process of service and consumption, making independent choices and even affecting the development and production of product, in which the customer will spontaneously implement citizenship behaviors that are conducive to enterprise. In addition, due to the development of mobile Internet and self-media, customers' ideas and behaviors in the consumption process are very different from those in the past. Media platforms provide customers with new channels to understand the knowledge of enterprises and their products. Some web bloggers share their own product experience and unique insights by self-marketing on self-media platforms to help consumers avoid risks caused by information asymmetry, so that they can obtain other individuals’ love and recognition, and have a great influence on the individual's perceptions, attitudes and civic behavior in the subtle. Because there is still a gap in academic research between the network reference group and the customer citizenship behavior, this paper based on the S-O-R theory, viewed web bloggers as the research object, and explored the mechanism of generating customer citizenship behavior(R) by influencing perceived value(O) under the stimulation of network reference groups(S). The main findings are as follows: (1) The dimensions of network reference group can be divided into two aspects: information and normative. Customer citizenship behavior can be divided into three dimensions: help, recommendation and feedback. There is a significantly positive correlation between informational impact, normative influence and feedback, recommendation and help. (2) Perceived value is composed of functional-value and knowledge-value. There is a positive correlation between the two dimensions of network reference group and perceived value. And there is a significantly positive correlation between the dimensions of perceived value and customer citizenship behavior. (3) Perceived value plays a mediating role in the relationship between network reference group and customer citizenship behavior. Among this, functional-value plays a partial mediating role in the relationship betweenIII informational influence and feedback, recommendation and help. And it also plays a full mediating role in the relationship between normative influence and recommendation and help. The knowledge-value plays a full mediating role in the relationship between informational influence and feedback and recommendation, and it plays a partial mediating role in the relationship between informational influence and help. It also plays a partial mediating role in the relationship between normative influence and feedback and recommendation, it plays a full mediating role in the relationship between normative influence and help. This paper explored the mechanism between the network reference group and customer citizenship behavior, and proposed that enterprises can establish reference effect and create product experts to increase customer’s trust and recognition of products, services and brands, thus promoting customer citizenship behavior. It is also proposed that enterprises should pay attention to customer’s evaluation and perception of enterprise services and products in the process of concrete practice, and enhance customer’s satisfaction and knowledge by transmitting unique information to customers, thereby enhancing customers' willingness to generate citizenship behavior and benefiting enterprises. Keywords: Network Reference Group; Perceived Value; Customer Citizenship BehaviorIV 目录 摘要........................................................................................................................................................................I Abstract...........................................................................................................................................................II 第 1 章 绪论.....................................................................................................................................................1 1.1 研究背景.......................................................................................................................... 1 1.1.1 实践背景.................................................................................................................. 1 1.1.2 理论背景.................................................................................................................. 2 1.2 研究意义.......................................................................................................................... 3 1.2.1 实践意义.................................................................................................................. 3 1.2.2 理论意义.................................................................................................................. 4 1.3 研究内容与方法............................................................................................................. 4 1.3.1 研究内容.................................................................................................................. 4 1.3.2 研究方法.................................................................................................................. 5 1.4 研究创新点...................................................................................................................... 6 第 2 章 文献综述...........................................................................................................................................8 2.1 参照群体......................................................