品牌社区中用户创新行为缘何缺失,又因何兴起?——基于权力感视角的研究  

Why do user′s innovative behaviors appear and disappear in brand communities?——A study based on the perspective of sense of power

作　　者：王莉[1] 夏萱 Wang Li;Xia Xuan(School of Economics and Management,Tongji University,Shanghai 200092,China)

机构地区：[1]同济大学经济与管理学院,上海200092

出　　处：《科研管理》2023年第2期176-183,共8页Science Research Management

基　　金：国家自然科学基金面上项目:“消费者的AI-员工服务差异感知形成机制及其对AI服务采纳的影响:一项纵向研究”(72072130,2021.01—2024.12);同济大学“创新设计与智能制造学科群”项目:“老年用户对智慧产品和服务的采纳研究”(F2207,2022.07—2023.06);中央高校基本科研业务费专项资金项目:“在线平台信息行为及监管策略研究”(22120220297,2022.05—2025.05)。

摘　　要：品牌社区用户创新行为已成为当下研究热点,许多学者对创新行为的驱动因素进行过探索,但缺乏从主观心理特质——用户权力感的视角探索其对创新行为的影响机制及边界条件。本文立足于品牌社区,构建用户权力感影响创新行为的机理模型,并基于主动性动机模型,研究自我效能感、社区认同感与和谐型激情在其中的中介作用;基于权力感的情境聚焦理论,研究社区支持感知的调节作用。基于371位品牌社区用户的问卷数据,研究结果表明:用户权力感对创新行为具有显著正向影响,且自我效能感、社区认同感与和谐型激情在其中起到部分中介作用;进一步地,当社区支持感知高时,权力感对自我效能感、社区认同感与和谐型激情的正向影响更强,反之则更弱。本研究不仅在理论上拓展了权力感的研究边界及品牌社区用户创新产生的内在机制、扩大了主动性动机模型和情境聚焦理论的运用领域,而且为企业管理品牌社区、促进用户创新提供了切实有效的建议。A brand community is an online community led by a company,which can effectively promote information exchange and interaction among community members,and is of great significance to user innovation.However,users′characteristics are very different,and their impacts on innovative behaviors are not the same,bringing both opportunities and challenges to brand communities.Therefore,if companies want to effectively promote user innovation,it is very important to study the generating mechanism of user innovation behavior in brand communities.Many scholars have explored many driving factors of innovative behavior,mainly focusing on environmental and personal factors.However,few studies have explored user sense of power from the perspective of subjective psychological characteristics and its boundary conditions.In fact,individuals with high sense of power have high cognitive flexibility and freedom of behavior,which are highly adapted to innovative behavior′s challenging and adventurous characteristics,showing that sense of power may also affect innovative behavior.Previous studies mainly focus on sense of power′s influence on consumption behavior(consumer′s in-role behavior),while ignoring the innovative behavior(consumer′s extra-role behavior).Since brand communities have become an important platform for corporate innovation,studying the relationship between user′sense of power and innovative behavior in the community has become particularly important,but related research is extremely scarce.This study builds an influence mechanism model to illustrate user′s sense of power′s impacts on innovative behavior in brand communities.Based on proactive motivation model,self-efficacy,community identification and harmonious passion are introduced as mediators between sense of power and user innovative behavior in brand communities.Moreover,according to situated focus theory of power,this study proposes perception of community support as the important boundary condition.This study selects user members from Xiaomi co

关 键 词：权力感 用户创新行为 自我效能感 社区认同感 和谐型激情 社区支持感知 

分 类 号：F713.5[经济管理—市场营销]