摘要
探索数字品牌社群的价值共创活动机理对理解电子商务情境下消费者体验的产生与优化具有重要的作用。然而,现有的数字品牌社群价值共创研究却很少围绕消费体验视角去尝试打开价值共创的"黑箱",进而探讨其中关键行动者的类型、角色以及数字化所起的作用。本文以"孩子王"品牌社群为例,通过扎根理论归纳出基于数字品牌社群的价值共创机理模型。具体而言,在数字社群价值共创的过程中,主要有数字平台、意见领袖和追随者三大行为主体,他们分别通过价值提供、价值界定和价值升华三种行为参与到价值共创的过程中,为消费者带来优质的消费体验。本研究较好地回答了"数字品牌社群的价值共创运作机理是什么"这一理论问题,一方面从数字平台概念的提出和凝练的角度深化了数字品牌社群的相关研究,另一方面从消费体验视角拓展了价值共创的相关分析。
Exploring the value co-creation mechanism of digital brand community plays an important role in understanding the generation and optimization of consumer experience in the context of e-commerce. However, the existing research on value co-creation in digital communities rarely tries to open the "black box" of value co-creation from the perspective of consumption experience. Based on the case study of Kidswant Children Products Co., Ltd., this paper extracts the key participants of digital brand community value co-creation and the process model of their interaction mechanism through the grounded theory on the basis of related research on brand community and value co-creation.It is found that there are three key participants in value co-creation of digital brand community, namely, digital platform, opinion leaders and followers. They participate in value co-creation through three ways of value provision, value definition and value sublimation, respectively. Firstly, value provision of the digital platform means the behavior in which the digital platform provides value co-creation materials, such as products, services, data, communication media and institution, to the other participants and consumers, through different dimensions of digital platform, such as, supply chain, data middle platform, interactive tools, incentive mechanism, cultural background and category strategy. Secondly, the opinion leaders’ definition of the value refers to the behavior that opinion leaders summarize the basic value materials provided by digital platforms through their own personal charm, professional literacy, experience sharing, risk protection and personalized services, and form the brand concept with premium effect. Finally, the value sublimation of followers refers to the sublimation and diffusion of the brand concept by followers of opinion leaders through their own enthusiasm and generosity, experience sharing, atmosphere building and word-of-mouth communication on the basis of the brand concept condensed by opinion leaders.
作者
王满四
霍宁
周翔
Wang Mansi;Huo Ning;Zhou Xiang(Guangzhou University)
出处
《南开管理评论》
CSSCI
北大核心
2021年第3期92-101,I0018,I0019,共12页
Nankai Business Review
基金
国家自然科学基金项目(71902047)资助。
关键词
数字平台
品牌社群
价值共创
消费体验
Digital Platform
Brand Community
Value Co-creation
Consumption Experience
