虚拟品牌社区价值共创行为的影响机制研究——以在线交互意愿为调节变量  

Research on the Influence Mechanism of Value Co-creation Behavior of Virtual Brand Communities:Taking Online Interaction Propensity as the Moderator

作　　者：李海廷[1] 周启龙 LI Haiting;ZHOU Qilong(Economics and Management School,Yantai University,Yantai 264005,China)

机构地区：[1]烟台大学经济管理学院,山东烟台264005

出　　处：《华东经济管理》2023年第1期119-128,共10页East China Economic Management

基　　金：山东省社会科学规划研究项目“自媒体时代危机事件对旅游目的地品牌信任的影响研究”(21CGLJ38)。

摘　　要：随着计算机与互联网技术的发展,构建虚拟品牌社区成为企业提升品牌竞争力的重要方式,而用户在虚拟品牌社区中的价值共创行为则直接关系社区运营的成败。文章基于社会交换理论,分析了在感知价值影响价值共创行为过程中,品牌信任的中介作用与在线交互意愿的调节作用。结果表明,感知价值对价值共创行为有正向影响作用;品牌信任在实用和社交价值维度与价值共创行为间起部分中介作用,但在娱乐价值维度与价值共创行为间的中介作用不显著;在线交互意愿不仅调节了感知价值与价值共创行为之间的关系,还进一步调节了品牌信任在实用和社交价值维度与价值共创行为之间的中介效应。结论丰富了虚拟品牌社区价值共创领域的研究成果,并为虚拟品牌社区的管理实践提供了启示。With the development of computer and Internet technology,building a virtual brand community has become an important way for enterprises to enhance brand competitiveness,and the value co-creation behavior of users in the virtual brand community is directly related to the success of community operation.Based on the social exchange theory,this paper analyzes the mediating role of brand trust and the moderating role of online interaction propensity in the process of perceived value influencing value co-creation.The results show that perceived value has a positive impact on value cocreation behavior;brand trust plays a partial mediating role between practical and social value dimensions and value cocreation behavior,but the mediating role between entertainment value dimensions and value co-creation behavior is not significant;online interaction propensity not only moderates the relationship between perceived value and value co-creation behavior,but also further moderates the mediating effect of brand trust between practical and social value dimensions and value co-creation behavior.The research conclusion enriches the research results in the field of value co-creation of virtual brand community,and provides inspiration for the management practice of virtual brand community.

关 键 词：价值共创 虚拟品牌社区 在线交互意愿 感知价值 品牌信任 

分 类 号：F274[经济管理—企业管理]