虚拟品牌社区中顾客价值共创行为研究

摘要/Abstract

摘要：

大量商业实践表明虚拟品牌社区已成为企业塑造和推广品牌的重要场景，因此，认识并把握社区中顾客价值共创行为背后的动因与利益诉求，可以促进顾客与企业更好地创造价值。本文界定了虚拟品牌社区中顾客价值共创的反应行为与公民行为，运用刺激-机体-反应理论，结合社区调研，构建了虚拟品牌社区特征、顾客参与社区的收益对价值共创行为影响的模型，提出假设并运用有效数据进行实证检验。结果表明，顾客反应行为受到消费功能、社交与自我成就以及享乐收益的显著正向影响，公民行为受到社交与自我成就收益、享乐收益的显著正向影响。当顾客反应行为受到消费功能显著影响时，公民行为并不受到显著影响；但公民行为受到社交与自我成就收益的显著影响。

关键词: 虚拟品牌社区, 价值共创, 刺激-机体-反应理论

Abstract:

Business practice has proved that the virtual brand community (such as Xiaomi and Haier Community) has become an important scene for enterprises to create and promote the brand. Therefore, understanding the motivation and customers' benefits can promote better business value creation. This paper defines the response behavior and citizen behavior, using the S-O-R theory to build the theory model, combined with the research, to test hypotheses using valid data. The results show that response behavior is positively influenced by consumption function, social achievement and hedonism, and citizen behavior is positively influenced by social achievement and hedonism. Among them, the consumption function interest has a significant impact on customer response behavior, but not significant on citizen behavior; social achievement has a significant impact on citizen behavior.

Key words: virtual brand community, value co-creation, S-O-R theory

唐方成, 蒋沂桐. 虚拟品牌社区中顾客价值共创行为研究[J]. , 2018, 30(12): 131-141.

Tang Fangcheng, Jiang Yitong. Research on Customers' Value Co-creation Behavior in Virtual Brand Community[J]. , 2018, 30(12): 131-141.

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