虚拟社区感对顾客参与价值共创的影响研究

摘要/Abstract

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。

关键词: 虚拟社区感, 价值共创, 顾客参与

Abstract:

The importance of customer participation in value co-creation of virtual brand community has been widely recognized, and in-depth studies on its drive have been conducted as well. However, the research on how virtual community sense impacts the value co-crea-tion 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-cre-ation. Moreover autonomous value co-creation has positive effects on sponsored value co-creation too. Furthermore autonomous value co-creation partially mediates effects of membership and influence on sponsored value co-creation. But it exerts full mediating effects of im-mersion and sponsored value co-creation.

Key words: sense of virtual community, value co-creation, customer participation

彭晓东, 申光龙. 虚拟社区感对顾客参与价值共创的影响研究[J]. , 2016, 28(11): 106-115.

Peng Xiaodong, and Shin Kwangyong. Research on the Effect of Sense of Virtual Community on Customer Participation in Value Co-creation——An Empirical Study in Virtual Brand Community[J]. , 2016, 28(11): 106-115.

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