在线社群成员意识形态对价值共创行为的影响研究  

Research on the Influence of Online Community Members’Ideology on the Value Co-creation Behavior

作　　者：王海洋 李星星 WANG Haiyang;LI Xingxing(Department of Management,Wanjiang College of Anhui Normal University,Wuhu,Anhui 241000;School of Financial Technology,Anhui Business College,Wuhu,Anhui 241000)

机构地区：[1]安徽师范大学皖江学院管理系,安徽芜湖241000 [2]安徽商贸职业技术学院金融科技学院,安徽芜湖241000

出　　处：《中国商论》2022年第23期73-77,共5页China Journal of Commerce

基　　金：安徽省高校人文社会科学研究重点项目“在线社群成员意识形态对价值共创行为的影响研究”(SK2020A0974)。

摘　　要：在线社群的持续发展很大程度上取决于成员的价值共创行为,因此探究在线社群成员价值共创行为的前因已成为当前研究的热点。已有文献表明,意识形态对亲社会行为具有一定的积极影响,然而作为亲社会行为中的价值共创行为,意识形态影响社群成员价值共创行为的内在作用机理尚未明晰。本文以社群承诺为视角,探讨在线社群成员的意识形态如何影响价值共创行为。实证研究发现:意识形态对在线社群成员价值共创行为具有显著的正向影响;社群承诺在价值共创行为与在线社群成员意识形态间起中介作用;在线社群成员的情绪刺激既正向调节意识形态对价值共创行为的影响,又正向调节意识形态对社群承诺的影响,研究结论不仅丰富了在线社群成员意识形态作用机制的研究成果,还为在线社群有效激发社群成员价值共创行为提供了实践指导。The sustainable development of online communities depends largely on the value co-creation behavior of their members,so exploring the causes of the value co-creation behavior of online community members has become a hot topic of current research.The literature has shown that ideology has a positive influence on pro-social behavior,but the mechanism underlying the value co-creation behavior of community members is not yet clear.This paper explores how the ideology of online community members affects value co-creation behavior through the lens of community commitment.The empirical study finds that ideology has a significant positive influence on the value co-creation behavior of online community members;community commitment mediates between value co-creation behavior and ideology of online community members;emotional stimulation of online community members positively regulates the influence of ideology on value co-creation behavior as well as the influence of ideology on community commitment.The findings of this study not only enrich the research results on the role of ideology in online community members but also provide practical guidance for online communities to effectively stimulate the value co-creation behavior of community members.

关 键 词：在线社群 意识形态 价值共创行为 社群承诺 情绪刺激 

分 类 号：F279.23[经济管理—企业管理]