虚拟品牌社区知识贡献意愿研究:基于动机和匹配的整合视角

摘要/Abstract

摘要：

随着价值共创理念在企业实践中的普及，基于用户自生成内容的价值共创行为推动着虚拟品牌社区的快速发展。为了深入理解虚拟品牌社区用户知识贡献意愿的驱动因素，本文通过引入个人-环境匹配理论和动机理论的整合视角，识别了互补性匹配和一致性匹配两个理论维度，构建了基于虚拟品牌社区用户自我决定动机的中介作用模型，并进一步论证了用户亲社会动机的调节效应。基于480份问卷调查数据，本文研究结果表明互补性匹配和一致性匹配正向影响用户参与知识贡献的内部和外部动机，并进而显著作用于虚拟品牌社区用户知识贡献意愿。对中介和调节作用的进一步检验发现，互补性匹配和一致性匹配对用户知识贡献意愿的影响均受到内部动机的中介，并且两种类型的匹配与内部动机的关系均被用户的亲社会动机所削弱。本文的研究工作拓展了当前虚拟品牌社区用户知识贡献研究的理论视角，指出了个人-环境匹配在提升用户贡献、推动价值共创中的重要作用，并揭示了个人-环境匹配对于用户价值共创行为的作用过程和边界条件，为虚拟品牌社区管理提供了理论和实践指导。

关键词: 个人-环境匹配, 自我决定动机, 亲社会动机, 知识贡献, 虚拟品牌社区, 价值共创

Abstract:

Along with the proliferation and popularity of value co-creation, user-generated content is considered as one of the most important drivers for the rapid development of virtual brand community. In order to gain a deep understanding of customers' knowledge contribution in virtual brand community, this study presents an attempt to integrate person-environment fit theory and self-determination theory. Two dimensions, i.e., complementary fit and supplementary fit, involved in person-environment fit are identified, and a research model is proposed to examine the mediating role of self-determined motivations and the moderating role of pro-social motivation. An online survey is conducted with 480 respondents in one of the largest online brand communities in Mainland China. The findings reveal that both complementary fit and supplementary fit positively affect customers' intrinsic and extrinsic motivations, which further significantly enhances knowledge contribution intention in virtual brand community. In addition, the relationship between person-environment fit and knowledge contribution intention is partially mediated by customers' intrinsic motivation, and the relationship between person-environment fit and intrinsic motivation is moderated by customers' pro-social motivation. This study contributes to the literature by integrating different theoretical perspectives and deepening the current understanding of value co-creation in virtual brand community.

Key words: person-environment fit, self-determination theory, pro-social motivation, knowledge contribution, virtual brand community, value co-creation

沈校亮, 厉洋军. 虚拟品牌社区知识贡献意愿研究:基于动机和匹配的整合视角[J]. , 2018, 30(10): 82-94.

Shen Xiaoliang, Li Yangjun. Knowledge Contribution in Virtual Brand Community: Integrating Person-Environment Fit and Self-determination Theory[J]. , 2018, 30(10): 82-94.

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