非交易类虚拟社区中涉入、共创价值和行为意向的关系研究 |
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引用本文: | 涂剑波,张欣瑞,陶晓波. 非交易类虚拟社区中涉入、共创价值和行为意向的关系研究[J]. 财经论丛, 2015, 0(11): 88-95 |
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作者姓名: | 涂剑波 张欣瑞 陶晓波 |
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作者单位: | 北方工业大学经济管理学院,北京,100144 |
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基金项目: | 国家自然科学基金资助项目,北方工业大学科研启动基金资助项目 |
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摘 要: | 在非交易类虚拟社区背景下,本文运用文献研究和焦点小组访谈定性研究提出共创价值的维度,包括实用价值、享乐价值和用户资产等三个维度。根据服务主导逻辑理念和流体验理论,本文构建涉入、共创价值、流体验及行为意向之间影响关系模型并提出相应假设。研究结果表明,涉入对实用价值、享乐价值和用户资产均产生显著的正向影响,感知愉悦对口碑和重复使用意向具有显著的正向影响,感知愉悦在共创价值和行为意向的关系中具有部分中介效应作用。
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关 键 词: | 虚拟社区 非交易类 涉入 共创价值 行为意向 |
Research on the Relationship between Involvement,Co-created Valueand Behavioral Intention in Non-trading Virtual Community |
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Abstract: | Under the background of non-trading virtual community, literature research and qualitative study of focus group interview are applied to propose the dimension of created value, which includes three dimensions of pragmatic value, he-donic value and user equity.According to the concept of service dominant logic and flow experience theory, the effect relation-ship model between involvement, co-created value, flow experience and behavioral intention is constructed and hypotheses are proposed.The results of empirical research show that:involvement has significantly positive effect on pragmatic value, hedon-ic value and user equity; perceived enjoyment has significantly positive effect on word-of-mouth and repeated use intention;perceived enjoyment partially mediates the relationship between co-created value and behavioral intention. |
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Keywords: | virtual community non-trading involvement co-created value behavioral intention |
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