虚拟品牌社区顾客体验会带来其价值共创行为吗--基于手机虚拟品牌社区的实证研究

本文以顾客体验为切入点,基于价值共创理论、心理所有权理论和互惠规范理论,并运用于S-O-R理论框架,构建了虚拟品牌社区下,顾客参与价值共创行为产生的影响路径模型,通过问卷调查与实证分析得出:第一,顾客信息体验和娱乐体验越强,其参与价值共创的意愿程度越高,心理所有权部分中介了二者的促进关系;互动体验强化了社区顾客的心理所有权,并经由心理所有权的完全中介提高其参与共创意愿。第二,顾客参与共创意愿程度越高,其价值共创行为就越容易出现,社区的互惠规范正向调节了二者的关系。

Will the Customer Experience in the Virtual Brand Community Lead to the Value Co-creation Behavior--An Empirical Study on Mobile Virtual Brand Community

Starting from the customer experience, based on the theory of the value co-creation, the psychological ownership, the reciprocal norms and the S-O-R framework, the influence path model of customer participation in value co-creation in virtual brand community is constructed. Through questionnaire survey and data analysis, the research conclusions are as follows:First,The stronger the customer’s information experience and entertainment experience, the higher their willingness to participate in value co-creation, and psychological ownership has partial mediating effect between them;customer’s interaction experience strengthens their psychological ownership, it also has a positive impact on the willingness to participate in value co-creation through the complete mediation of psychological ownership.Second,The more willing customers are to participate in co-creation, the more likely their value co-creation behavior will appear, the reciprocal norms of community positively regulate the relationship between the two.