摘要
虚拟品牌社区是企业与顾客进行价值共创的重要平台,顾客参与价值共创行为对企业长远发展具有十分重要的作用。现有研究多是基于不同的理论从顾客视角出发探索顾客参与价值共创行为受到的心理动机和个人特征等因素的影响,鲜有从企业视角出发,探索治理机制对虚拟品牌社区中顾客参与价值共创行为的影响。本文立足交易成本理论与社会交换理论,从企业视角切入,引入关系质量作为中介变量,构建虚拟品牌社区治理机制、关系质量与顾客参与价值共创行为的关系整合模型。采用问卷调查法对模型进行验证,研究结果显示:(1)契约治理机制只对知识贡献行为产生显著正向影响,对顾客公民行为的影响不显著,而关系治理机制对知识贡献行为与顾客公民行为均具有显著正向影响。(2)关系质量在契约治理机制与顾客公民行为的关系中起完全中介作用,在契约治理机制与知识贡献行为、关系治理机制与知识贡献行为以及关系治理机制与顾客公民行为的关系中起部分中介作用。由研究结论可知,虚拟品牌社区一方面应综合运用契约治理机制与关系治理机制来有效地促进顾客参与价值共创行为,以弥补单独运用某一种治理机制存在的不足;另一方面也应注重关系质量在虚拟品牌社区中促进顾客参与价值共创行为的重要作用。这些研究发现为促进虚拟品牌社区的可持续发展提供了有价值的启示。
Virtual brand communities are playing increasingly significant roles in the long-term development of enterprises,which has become an important platform to create value with customers.To be successful,customers in virtual brand communities need to engage in value co-creation actively.As such,one problem,many leaders of virtual brand communities may deal with is how to govern their virtual brand communities effectively.On the one hand,virtual brand communities are usually open-structured,and lack of formal structures,institutional constraints and financial incentives,which are common in traditional organizations.It is difficult for leaders to ensure that the behaviour of participants meet expectations.Because of weak control,as well as the infinite anonymity of the Internet,there may be publishing wrong information,stealing other users' personal information,anonymously spreading rumours,and other deviant behaviour.On the other hand,since the relationship between members in virtual brand communities is diversified,the traditional administrative supervision system cannot put into effect in time,which may easy to form a“black box”of supervision,and it is difficult to fundamentally solve the conflicts and contradictions in the virtual brand communities.Although many researches have focused on the influences of customer participation in value co-creation in virtual brand communities,the research on how governance mechanisms impact customer participation in value co-creation behaviour in virtual brand communities undone.Based on existing research,this paper divided governance mechanisms in virtual brand communities into contractual governance mechanism and relational governance mechanism and then divided customer participation in value co-creation behaviour into knowledge contribution behaviour and customer citizenship behaviour as well.Based on transaction costs theory and social exchange theory,on the context of virtual brand communities,this paper proposed and verified a research model including governance mechani
作者
迟铭
毕新华
徐永顺
CHI Ming;BI Xin-hua;XU Yong-shun(School of Management,Jilin University,Changchun,Jilin,130022,China)
出处
《经济管理》
CSSCI
北大核心
2020年第2期144-159,共16页
Business and Management Journal ( BMJ )
基金
国家自然科学基金青年项目“移动社交网络用户参与动机与网络互动机理研究:基于用户感知的调和作用”(71501081)
关键词
虚拟品牌社区
治理机制
关系质量
顾客参与价值共创行为
virtual brand communities
governance mechanisms
relationship quality
customer participation in value co-creation behavior
