摘要
顾客参与虚拟品牌社区中价值共创的重要性已经得到广泛的认同,同时学者对其驱动因素也进行了深入的研究。但目前尚缺乏虚拟社区感对顾客参与价值共创影响的研究。本文在对相关文献的回顾和分析的基础上,提出了虚拟社区感对顾客参与价值共创的影响理论假设模型。基于477份对虚拟品牌社区问卷数据的分析表明:成员感、影响力和沉浸感显著正向影响自发的价值共创,成员感则对发起的价值共创有积极影响。同时自发的价值共创对发起的价值共创也有显著正向影响。此外,自发价值共创在成员感和影响力对发起价值共创影响中发挥了部分中介作用,而在沉浸感对发起价值共创中发挥完全中介作用。
The importance of customer participation in value co-creation of virtual brand community has been widely recognized,and indepth studies on its drive have been conducted as well. However,the research on how virtual community sense impacts the value co-creation of customer participation remains undone. Based on review and analysis of relevant literature,this paper designs tests on how sense of virtual community influences value co-creation of customer participation. Results from 477 questionnaires show membership,influence and immersion have positive effects on autonomous value co-creation,and membership has remarkable impact on sponsored value co-creation. Moreover autonomous value co-creation has positive effects on sponsored value co-creation too. Furthermore autonomous value cocreation partially mediates effects of membership and influence on sponsored value co-creation. But it exerts full mediating effects of immersion and sponsored value co-creation.
作者
彭晓东
申光龙
Peng Xiaodong Shin Kwangyong(School of Business, Nankai University, Tianjin 300071 School of Economics and Management, Yanbian University, Yanji 133002)
出处
《管理评论》
CSSCI
北大核心
2016年第11期106-115,共10页
Management Review
基金
国家自然科学基金项目(71232008)
教育部人文社科基金项目(14YJC630059)
关键词
虚拟社区感
价值共创
顾客参与
sense of virtual community
value co-creation
customer participation
