虚拟品牌社群氛围对外向型知识共创的影响——基于SEM与fsQCA的研究  

The impact of virtual brand community climate on extroverted knowledge co-creation——Based on SEM and fsQCA method

作　　者：谢林 胡海[1] 汤静宜 XIE Lin;HU Hai;TANG Jingyi(School of Business,Nanjing Normal University,Nanjing 210023,China)

机构地区：[1]南京师范大学商学院,江苏南京210023

出　　处：《资源开发与市场》2024年第12期1864-1873,共10页Resource Development & Market

摘　　要：数字经济时代,虚拟品牌社群氛围对消费者参与知识共创是否有积极影响尚不清楚。基于社会相互依赖理论和创新网络理论,采用结构方程模型(SEM)和模糊集定性比较分析(fsQCA)方法,研究虚拟品牌社群氛围对外向型知识共创的影响,并探究共睦态体验的中介作用以及社群网络交互能力的调节作用。结果表明:虚拟品牌社群氛围5个维度均对外向型知识共创具有显著正向影响,共睦态体验在其中起中介作用,社群网络交互能力在共睦态体验和外向型知识共创之间发挥正向调节作用。同时,组态分析结果表明存在7类激发外向型知识共创的前因构型。In the era of digital economy,it is unclear whether the atmosphere of virtual brand communities has a positive impact on consumer participation in knowledge co creation.Based on social interdependence theory and innovation network theory,this paper used structural equation modeling(SEM)and fuzzy set qualitative comparative analysis(fsQCA)to explore the impact of virtual brand com-munity climate on extroverted knowledge co-creation,and the mediating role of communitas experience and the moderating role of in-teractive capacity of the community network.The results showed that:All five dimensions of virtual brand community climate had a sig-nificant positive effect on extroverted knowledge co-creation;communitas experience played a mediating role in this process;and inter-active capacity of the community network played a positive moderating role between communitas experience and extroverted knowledge co-creation.The results of configuration analysis showed that there were seven antecedent configurations promoting extroverted knowl-edge co-creation.

关 键 词：虚拟品牌社群氛围 外向型知识共创 共睦态体验 社群网络交互能力 

分 类 号：F062.3[经济管理—政治经济学]