新产品众包社区品牌忠诚度的影响因素研究:以用户活跃度为中介变量  

Exploring Factors affecting Brand Loyalty in New ProductCrowdsourcing Community:With the Mediation Effect of User Activity

作　　者：王楚豪 李海刚[1] 韩丽川[1] WANG Chuhao;LI Haigang;HAN Lichuan(Antai College of Economics&Management,Shanghai Jiao Tong University,Shanghai 200030,China)

机构地区：[1]上海交通大学安泰经济与管理学院,上海200030

出　　处：《上海管理科学》2023年第4期48-54,共7页Shanghai Management Science

摘　　要：根据用户参与互动的不同目的,新产品众包社区中的用户活跃行为可划分为知识互动及陪伴互动两类,获取了魅族社区中两个月内的全部新帖,利用机器学习算法将帖子分类为上述两类,再利用偏最小二乘算法验证提出的模型假设。结果显示:用户参与到社区网络中的深度及广度对陪伴互动活跃度有更大的正向影响,而专业水平则对知识互动活跃度有更大的正向影响;同时,陪伴互动以及知识互动均有利于品牌忠诚度的培养,但前者的促进作用远高于后者,说明企业在运营新产品众包社区时,应当引导用户在社区中结识更多的伙伴,更大程度上提高用户的陪伴互动活跃度,才能更有效地达到提高品牌忠诚度的目标。The user interactions in new product crowdsourcing communities can be divided into two types:knowledge interaction and companionship interaction,according to the objectives of interactions.This research obtains all the new posts in the Meizu Forum within two months,uses machine learning algorithms to classify the posts into the two categories,and then uses the partial least squares algorithm for empirical research.The results show that the depth and breadth of user participation in the community network have a greater positive impact on companionship interaction,while the level of expertise has a greater promotion effect on knowledge interaction.In addition,both companionship interaction and knowledge interaction are beneficial to the cultivation of brand loyalty,but the former has much higher promotion effect than the latter,indicating that in order to achieve the goal of increasing brand loyalty more effectively,enterprises should guide users to make more friends in the new product crowdsourcing community,and then actively participate in companionship interaction.

关 键 词：新产品众包社区 用户活跃度 陪伴互动 知识互动 品牌忠诚度 

分 类 号：F270[经济管理—企业管理]