虚拟品牌社区中意见领袖特征对顾客参与价值共创意愿的影响研究——社区认同的中介作用  

A Study on the Influence of Opinion Leader Characteristics on Customers’Willingness to Participate in Value Co-creation in Virtual Brand Communities:The Mediating Role of Community Identity

作　　者：孔云飞 杨礼茂[1] Kong Yunfei;Yang Limao(School of Business,Hubei University,Wuhan 430062,China)

机构地区：[1]湖北大学商学院,湖北武汉430062

出　　处：《科技创业月刊》2024年第5期1-7,共7页Journal of Entrepreneurship in Science & Technology

基　　金：中共湖北省委农村工作部项目“湖北省农产品公共品牌建设研究”(HBSNYJ-2018-08)。

摘　　要：在飞速发展的互联网时代,虚拟品牌社区成为了企业和消费者进行价值共创的平台。意见领袖在虚拟品牌社区中的影响力和号召力对消费者意愿和行为产生影响。采用实证研究方法探讨了意见领袖特征对顾客参与价值共创意愿的影响。研究表明:虚拟品牌社区意见领袖特征、社区认同对顾客参与价值共创意愿均有显著正向影响;意见领袖特征对社区认同有显著正向影响;社区认同在意见领袖特征对顾客参与价值共创意愿的影响中起部分中介作用。最后,对虚拟品牌社区管理者提出建议:要重视意见领袖并且善于挖掘出色的意见领袖;建立相关的激励机制,给予意见领袖适当奖励;大力开展意见领袖与社区顾客间的互动活动;加强虚拟品牌社区建设,提升顾客的社区认同。In the rapidly developing Internet era,virtual brand communities have become a platform for value co-creation between enterprises and consumers.The influence and appeal of opinion leaders in virtual brand communities have an impact on consumers’willingness and behaviour,and adopts an empirical research method to explore the influence of opinion leaders’characteristics on customers’willingness to participate in value co-creation.The study shows that opinion leader characteristics and community identity in virtual brand communities have significant positive effects on customers’willingness to participate in value co-creation;opinion leader characteristics have significant positive effects on community identity;community identity plays a partly intermediary role in the effects of opinion leader characteristics on customers’willingness to participate in value co-creation.Finally,it is suggested that virtual brand community managers should:pay attention to opinion leaders and be good at discovering outstanding opinion leaders;establish relevant incentive mechanisms and give appropriate rewards to opinion leaders;vigorously carry out interactive activities between opinion leaders and community customers;and strengthen the construction of virtual brand communities to enhance customers’community identity.

关 键 词：虚拟品牌社区 意见领袖 社区认同 价值共创 

分 类 号：F270[经济管理—企业管理]