用户价值共创过程中的创造力形成机制

基于社会认知理论,将创造性自我效能感和积极情绪体验作为中介变量,从用户心理的角度,深入分析了用户在线参与服务创新推动自身创造力提升的内在驱动机制,并构建了创新氛围、创造性自我效能感、积极情绪对用户创造力影响的概念模型。利用对307位有过或经常参与企业虚拟社区在线创新活动的用户进行问卷调查的数据进行实证研究。结果显示:用户在线参与企业虚拟社区服务创新过程中,宽松、自由、互动和充分授权的创新氛围对激发用户的创造性自我效能感、获得参与的积极情绪体验有显著的正向影响;创造性自我效能感对用户创造力的提升有显著的正向影响。

Formation Mechanism of Creativity in Process of Creating User Value Co-creation

Based on the theory of social cognition,this paper introduces creative self-efficacy and positive emotional experience as the mediating variables,and from the user's psychological point of view,in-depth analysis of user participation in online services innovation to promote their own creativity to enhance the intrinsic driving mechanism,and constructs the conceptual model of the influence of creative atmosphere,creative self-efficacy and positive emotion on user's creativity.Using the survey data of 307 users who participated or often participate in corporate brand community online innovation activities,it empirically studies.The result shows as follows:relaxed,free,fully and authorized interactive innovation atmosphere has positive effects on creative self-efficacy and positive emotional experience;creative self-efficacy has also positive effects on the enhancing of user's creativity.