摘要
基于符号互动论、认知关联理论、大脑半球功能偏侧化理论和脑一意识相互作用理论,探讨虚拟品牌社区环境下品牌象征价值对消费者价值共创意愿的中介机制和边界条件。实证分析结果表明,品牌个人象征价值/社会象征价值/集体象征价值正向影响价值共创意愿;自我一品牌联结在品牌个人象征价值/社会象征价值/关系象征价值/集体象征价值对价值共创意愿的影响中都起到中介作用;感知质量正向调节自我一品牌联结在品牌个人象征价值/集体象征价值与价值共创意愿之间的中介效应。
Based on the symbolic interactionism,cognitive relevance theory,the theory of hemispheric lateralization and interactionalism of brain and consciousness,this paper discusses the mediating mechanism and boundary condition of brand symbolic values to consumer value co-creation intention under the environment of virtual brand communities.The empirical results show that brand personal symbolic value,social symbolic value and collective symbolic value have positive impacts on value co-creation intention.Self-brand connections mediate brand personal symbolic value,social symbolic value,relational symbolic value and collective symbolic value on value co-creation intention.Perceived quality positively moderates the mediating effect of self-brand connections between brand personal symbolic value,collective symbolic value and value co-creation intention.
作者
李雪欣
张正
LI Xue-xin;ZHANG Zheng(School of Business,Liaoning University,Shenyang 110036)
出处
《软科学》
CSSCI
北大核心
2020年第8期116-122,共7页
Soft Science
基金
国家社会科学基金一般项目(19BGL145)
教育部人文社会科学青年基金项目(16YJC630130)
辽宁省社会科学基金项目(L18BGL027)
辽宁省教育科学“十三五”规划项目(JG17DB359)。
关键词
品牌象征价值
价值共创意愿
自我一品牌联结
感知质量
brand symbolic value
value co-create intention
self-brand connections
perceived quality
