虚拟品牌社区用户参与价值共创行为的驱动因素  

Driving Factors for Virtual Brand Community Users’Behaviors of Participating in Value Co-creation

作　　者：叶笛[1] 林伟沣 YE Di;LIN Wei-feng(Business School,Huaqiao University,Quanzhou 362021,Fujian,China)

机构地区：[1]华侨大学工商管理学院,福建泉州362021

出　　处：《中国流通经济》2021年第10期93-105,共13页China Business and Market

基　　金：福建省哲学社会科学规划项目“‘互联网+’背景下跨界创新催生新业态的融合发展机制研究”(FJ2018B037);国家社会科学基金项目“基于企业经济效益和社会效益的共益商业模式创新研究”(20CGL003)。

摘　　要：随着互联网和大数据等技术的发展,消费者越来越倾向于通过数字渠道获取产品信息和使用经验以进行购买决策。为有效聚合相关品牌产品信息,众多企业、品牌爱好者或第三方组织纷纷成立虚拟品牌社区,为同一品牌的爱好者搭建以该品牌产品为核心的社交网络。研究发现,虚拟品牌社区是企业与消费者共创价值的平台,企业可在此与消费者互动,得到关于产品的建议和反馈,吸收新品研发创意,契合消费者行为,洞察消费者诉求;消费者可在此进行信息交互,得到来自其他消费者更加全面的信息反馈,为自己的购买决策服务,提升产品使用体验。为进一步明确虚拟品牌社区用户参与价值共创行为的驱动因素,促进消费转化,基于问卷调查数据,利用偏最小二乘分析方法探究虚拟品牌社区融合社区与电商功能情境下产品信息需求、个人情感需求、社交互动需求、经济利益需求对用户参与价值共创行为的影响。结果表明,经济利益需求是虚拟品牌社区用户参与价值共创行为最关键的驱动因素,且用户产品信息需求、个人情感需求越强烈,越有可能主动参与价值共创活动。因此,为更好地通过虚拟品牌社区激励用户参与价值共创活动,企业应优化社区内容,满足用户产品信息需求;应建立物质奖励机制,增加虚拟品牌社区用户黏性;应建立荣誉激励机制,提升用户个人成就感;应开发虚拟品牌社区电商功能,促进品牌意识向购买行为的转化。With the development of Internet and Big Data,consumers increasingly tend to make purchasing decision with the help of obtaining products information through digital channels and their experience.In order to effectively collect information of brand product,more and more enterprises,brand fans,or the third parties establish the virtual brand communities to build social networks taking brand product as the core for fans of the same brand.Virtual brand community is the platform for enterprises and consumers to realize value co-creation.Enterprises can interact with consumers,get suggestions and feedbacks,learn creative ideas for new product,match consumers behaviors,and understand consumers’appeals;and consumers can also get information and other consumers’feedback here,which will have impact on their purchasing decisions and improve their using experience of products.To further clarify the driving factors for virtual brand community users’behaviors of participating in value co-creation and promote consumption transformation,the authors use the methods of questionnaire survey and Partial Least Squares analysis to find out the impact of product information demand,personal emotional demand,social interaction demand and economic demand on users’behaviors of participating in value co-creation under the situation of virtual brand community,integrated community,and the function of e-commerce.It is found that:economic demand is the key driving factor;and stronger product information demand and personal emotional demand will make users to be more active in participating in value co creation.To better encourage users to participate in value co-creation in virtual brand community,the enterprises should,first,optimize the content quality of the community and meet the users’product information demand;second,they should establish a material incentive mechanism to enhance the stickiness of community members;third,they should establish an honor incentive mechanism to enhance individual members’sense of accomplishment;a

关 键 词：虚拟品牌社区 价值共创 经济利益需求 个人情感需求 产品信息需求 

分 类 号：F713.55[经济管理—市场营销]