虚拟品牌社区感知价值与价值共创行为的关系研究  

Relationship between Perceived Value and Value Co-creation Behavior of Virtual Brand Community

作　　者：熊爱华[1] 陈晓昀 张质彬 XIONG Aihua;CHEN Xiaoyun;ZHANG Zhibin(School of Business Administration,Shandong University of Finance and Economics,Jinan 250014,China)

机构地区：[1]山东财经大学工商管理学院,山东济南250014

出　　处：《山东财经大学学报》2022年第2期92-102,共11页Journal of Shandong University of Finance and Economics

基　　金：山东省社会科学规划重点项目“‘双循环’战略背景下山东省国有资本布局优化路径与对策研究”(21BGLJO2);山东省人文社会科学项目“基于品牌生态系统的山东省创新型产业集群发展对策研究”(2020-NDGL-08);山东财经大学研究生创新项目“新媒体时代虚拟品牌社区多主体参与价值共创机理研究”(Y20201035)。

摘　　要：虚拟品牌社区不仅为顾客提供了丰富的感知价值,而且为提升品牌关系质量提供了保证,是顾客与企业合作实现价值共创的重要场所。基于社会交换理论,采用问卷调查和构建结构方程模型的实证分析方法,探讨了虚拟品牌社区中感知价值对价值共创行为的影响机制。研究发现,感知信息价值对发起的价值共创有高度显著的正向影响,而感知信息价值对自发的价值共创的影响不显著;感知社交价值对自发的价值共创有高度显著的正向影响,而感知社交价值对发起的价值共创的影响不显著;品牌关系质量在感知价值对价值共创行为的影响中起到部分中介作用。上述研究结果对虚拟品牌社区的高质量发展提供了重要管理启示和实践指导。Virtual brand community not only provides customers with rich perceived value,but also provides a guarantee for improving brand relationship quality,and therefore it is an important place for customers and enterprises to cooperate and realize value co-creation.Based on the social exchange theory and by adopting the empirical analysis method of questionnaire and constructing structural equation model,this study discusses the influence mechanism of perceived value on value co-creation behavior in virtual brand community.It is found that perceived information value has a highly significant positive impact on initiated value co-creation while it has no significant impact on spontaneous value co-creation;perceived social value has a highly significant positive impact on spontaneous value co-creation while it has no significant impact on initiated value co-creation;and that brand relationship quality plays a partial intermediary role in the impact of perceived value on value co-creation behavior.The above research results provide important management enlightenment and practical guidance for the high-quality development of virtual brand community.

关 键 词：虚拟品牌社区 感知价值 品牌关系质量 价值共创行为 

分 类 号：F274[经济管理—企业管理]