基于扎根理论的虚拟品牌社区中企业与用户知识共创机制分析  

Analysis of knowledge co-creation mechanism between enterprises and users in virtual brand communities based on rootedness theory

作　　者：刘清 徐羚飒 麻荣杰 乐承毅[1] LIU Qing;XU Lingsa;MA Rongjie;LE Chengyi(School of Economics and Management,East China Jiaotong University Nanchang,Nanchang,Jiangxi 330013,China;Gathering Stars School of Digital Economy,Haikou University of Economics,Haikou,Hainan 570203,China)

机构地区：[1]华东交通大学经济管理学院,江西南昌330013 [2]海口经济学院聚星数字经济学院,海南海口570203

出　　处：《内江师范学院学报》2025年第2期57-66,共10页Journal of Neijiang Normal University

基　　金：国家自然科学基金项目(72161013)。

摘　　要：使用扎根理论分析企业、用户的一手访谈资料,挖掘出7种知识共创行为模式和社区、用户层面的影响因素,构建了虚拟品牌社区企业-用户知识共创系统的理论模型.研究发现:企业主导和用户主导的知识共创行为共同构建了产品开发知识库和产品宣传内容库;提出了虚拟品牌社区企业-用户知识共创的理论框架,系统揭示了社区因素和用户因素对知识共创行为的影响路径,最后导致产品开发知识库和产品宣传内容库的反应结果.通过理论分析和实证检验,为促进企业与用户的知识共创提供了新的理论视角和管理建议.Using the rooted theory to analyse the first-hand interview data of enterprises and users,seven patterns of knowledge co-creation behaviours and the influencing factors at the community and user levels are explored,and a theoretical model of the enterprise-user knowledge co-creation system in virtual brand communities is constructed.It is found that:enterprise-led and user-led knowledge co-creation behaviours jointly construct the product development knowledge base and the product promotion content base;the theoretical framework of enterprise-user knowledge co-creation in virtual brand communities is proposed,and the influencing paths of community factors and user factors on knowledge co-creation behaviours are systematically revealed,which finally lead to the response results of the product development knowledge base and the product promotion content base.Through theoretical analyses and empirical tests,it provides new theoretical perspectives and management suggestions for promoting enterprise-user knowledge co-creation,and fills the research gap in the existing literature.

关 键 词：品牌社区 扎根理论 知识共创 产品开发 营销传播 

分 类 号：F270[经济管理—企业管理]