摘要
借鉴心理所有权和组织支持理论,构建虚拟品牌社区支持、顾客知识心理所有权与顾客—企业外向型知识共创的关系模型,以6个智能手机社区中288位参与创新顾客为样本,进行问卷调查和结构方程模型分析。研究发现:社区情感性和工具性支持对外向型知识共创有显著的正向影响;知识心理所有权在情感性、工具性支持与外向型知识共创关系中起部分中介作用;顾客领先性在情感性、工具性支持与知识心理所有权,及知识心理所有权与外向型知识共创的负向影响关系中起正向调节作用。
The rapid development of the Internet and information technology has provided convenient conditions for the transformation of knowledge creation from the closed mode to the open one.Meanwhile,virtual brand community has also become an important online open innovation platform for enterprises,where customers can conduct knowledge co-creation with the enterprise.At the same time,there are a large number of"diving"customers in the community,and not all customers are willing to co-create knowledge with enterprises.In particular,the extroverted knowledge co-creation,which is customer-led and requires great efforts from customers,puts forward higher requirements on customers′subjective initiative.Therefore,how to dispel the resistance and non-cooperation of customers and stimulate the enthusiasm of customers to co-create knowledge with enterprises has become a management problem facing by virtual brand community.Psychological ownership of customer knowledge is an important factor that inhibits customer-enterprise extroverted knowledge co-creation.According to the theory of psychological ownership,an individual will have feelings for what he has spent energy to create.If he loses control of it,he will have psychological tension or pressure,so he is unwilling to share ownership with others.When individuals believe that the ownership of knowledge belongs to themselves,that is,when they form strong psychological ownership of knowledge,they tend to retain knowledge.In virtual brand community,since the knowledge co-created with the enterprise must be shared with the enterprise,the psychological ownership of customer knowledge will inhibit customer-enterprise extroverted knowledge co-creation.Therefore,reducing the psychological ownership of customer knowledge through community support and other means is essential to efficiently achieve customer-enterprise extroverted knowledge co-creation.Based on the psychological ownership and organizational support theory,this paper explores the relationship between virtual brand commun
作者
范钧
林东圣
Fan Jun;Lin Dongsheng(School of Business Adm inistration,Zhejiang Gongshang University,Hangzhou 310018,Zhejiang,China)
出处
《科研管理》
CSSCI
CSCD
北大核心
2020年第7期1-10,共10页
Science Research Management
基金
国家社会科学基金项目:“知识共创视角下的顾客在线参与新服务开发研究”(14BGL197,2014-2018)
教育部人文社会科学研究规划基金项目:“基于在线社会支持的顾客创造力提升机制研究”(19YJA630019,2019-2021)。
关键词
虚拟品牌社区
社区支持
知识心理所有权
外向型知识共创
顾客领先性
virtual brand community
community support
knowledge-based psychological ownership
customer-enterprise extroverted knowledge co-creation
customer leading
