虚拟品牌社区体验对价值共创意愿的影响研究  

The Impact of Virtual Brand Community Experience on Value Co-creation Willingness

作　　者：卜正学 郭梦宇 BU Zheng-xue;GUO Meng-yu(College of Business,Guilin University of Technology,Guilin 541004,Guangxi,China)

机构地区：[1]桂林理工大学商学院,广西桂林541004

出　　处：《边疆经济与文化》2025年第4期114-119,共6页The Border Economy and Culture

基　　金：国家自然科学基金地区项目“负溢出效应视角下的OTA平台生态圈服务失败和服务补救研究”(72262009)。

摘　　要：心理契约是顾客维持行为意愿的重要心理因素,本文从心理契约视角出发,探究虚拟品牌社区情境下顾客体验对价值共创意愿的影响,引入自我一致性作为调节变量,构建研究模型进行实证研究。研究结果表明虚拟品牌社区体验三个维度均正向影响顾客价值共创意愿,自我一致性在心理契约对顾客价值共创意愿的影响中具有正向调节作用,并据此提出一些管理启示。Psychological contract is an important psychological factor for customers'willingness to maintain their behaviors,and this paper explores the impact of customer experience on value co-creation willingness in the context of a virtual brand community from the perspective of the psychological contract,introduces self-consistency as a moderating variable,and constructs an empirical model to investigate the impact of customer experience on the willingness to co-create value under virtual brand community context.model to conduct empirical research.The results show that all three dimensions of virtual brand community experience positively affect customers'willingness to co-create value,and self-consistency has a positive moderating role in the influence of the psychological contract on customers'willingness to co-create value,and accordingly,we propose some management insights.

关 键 词：虚拟品牌社区体验 心理契约 自我一致性 价值共创意愿 

分 类 号：F713.36[经济管理—产业经济]