摘要
基于社会支持理论,构建品牌社区中用户内容创建行为与价值共创体验的关系模型,并以魅族社区用户为调查对象,收集用户截面数据进行实证分析。结果表明,社会支持正向影响用户内容创建行为;用户内容创建行为正向影响价值共创体验;社会支持通过用户内容创建行为的中介作用影响价值共创体验。
This paper sets up the model relationship between content creation behavior and co-creating value experience in brand community by the theory of society support. The survey takes users of Meizu community as respondents, and cross- sectional data are collected. Results show that the brand community social support affects user content creation behavior, us- er content creation behavior impacts co-creating value experience. Social support affects the user co-creating value experi- ence through mediating role of content creation behavior.
出处
《软科学》
CSSCI
北大核心
2016年第10期141-144,共4页
Soft Science
基金
国家自然科学基金项目(71171062)
关键词
品牌社区
社会支持
内容创建行为
价值共创体验
brand community
social support
content creation behavior
co-creating value experience
