摘要
随着互联网技术的快速发展,虚拟品牌社区已经成为用户价值共创行为形成的重要平台,对企业的创新发展至关重要。为了探索虚拟品牌社区用户价值共创行为的驱动路径,既有文献分析了单个或多个因素的净效应,但极少分析多因素的协同效应。研究基于组态视角,采用模糊集定性比较分析方法(fsQCA),从虚拟品牌社区用户生成内容质量和社会网络嵌入2个层面探讨5个前因条件对虚拟品牌社区用户价值共创行为的协同作用。研究发现:用户生成内容信息质量、用户生成内容互动质量、结构嵌入、文化嵌入和关系嵌入并非单独构成促进虚拟品牌社区用户价值共创行为的必要条件,存在3条驱动虚拟品牌社区用户价值共创行为的路径,即“关系—文化驱动模式”、“结构—知识驱动模式”和“网络—信息驱动模式”;用户生成内容质量与社会网络嵌入的合理匹配对促进虚拟品牌社区用户价值共创行为具有重要作用。研究结论不仅可以丰富社会网络嵌入与用户生成内容质量的研究体系,还可以为虚拟品牌社区用户价值共创行为研究提供新的视角,为后续相关研究提供借鉴。
With the sharing economy sweeping the world,and the rise and popularization of emerging technologies represented by the Internet,the focus of enterprise brand building has begun to change,and more attention has been paid to building a healthy cooperative relationship with consumers,sharing and integrating resources.Therefore,many enterprises have begun to focus on-creating virtual brand communities,that is,online communities built on the Internet platform for brand enthusiasts to interact socially around brands.Users participating in value co-creation in virtual brand communities are both value producers and value receivers.With continuous interaction,they integrate resources such as knowledge,information,and experience to generate information about the brand,product,or service,achieving the goal of co-creation.In the practice of co-creating user value in virtual brand communities,how to improve user participation,maintain the long-term health and sustainable development of the community,and other key issues that community operators urgently need to address.Therefore,as a key element in solving such practical problems and promoting user value co-creation behavior,user social network embedding and user generated content quality are gradually becoming hot research topics.Through literature review,it can be found that although user social network embedding and user generated content quality belong to different dimensions,from the perspective of value creation,network embedding and UGC quality are essentially interdependent.In addition,at the level of research methods,existing studies mainly use traditional research methods such as structural equation modeling to explore the impact of user social network embedding and user generated content quality on user value co-creation behavior.There are few studies that explore the synergistic effect of social network embedding and user generated content quality on user value co-creation behavior.Therefore,in order to explore the driving path of user value co-creation behavior
作者
杨毅
曹学谦
熊梦君
YANG Yi;CAO Xueqian;XIONG Mengjun(School of Economics and Management,Xi'an University of Technology,Xi'an 710054,China)
出处
《科技管理学报》
2024年第4期97-108,共12页
Journal of Science and Technology Management
基金
陕西省教育厅重点科学研究计划项目(21JZ040)
陕西省社会科学基金项目(2023R034)
西安理工大学博士启动金项目(105-451122012)。
