短视频社区情境下用户品牌价值共创行为机制——基于社会交换理论视角

Research on the Behavior Mechanism of User Brand Value Co-creation in the Short Video Community Context

移动互联网技术与虚拟经济快速发展的当下,虚拟品牌社区已然成为企业与第三方平台聚合品牌产品相关信息、品牌爱好者来塑造品牌资产、进行价值共创以及推广品牌产品的重要社交场景。基于社会交换理论视角构建了短视频平台虚拟品牌社区特征、用户参与社区活动所获收益对其品牌价值共创行为影响的模型,通过发放问卷收集数据,利用SPSS和AMOS构建结构方程模型进行验证分析。结果表明,用户品牌价值共创行为受到经济收益和社会收益的显著正向影响,其中经济收益是关键驱动因素,且内容质量、激励机制、社交互动以及品牌知名度均对用户感知收益有正向影响。因此,企业应当制造品牌热点、优化内容质量,完善激励机制,拓宽品牌社区进入渠道,挖掘潜在客户,以促使用户自愿、积极参与企业或品牌价值共创活动。

With the rapid development of mobile Internet technology and virtual economy,virtual brand community has become an important social scene for enterprises and third-party platforms to gather information related to brand products and brand lovers to build brand assets,conduct value co-creation and promote brand products.Based on the perspective of social exchange theory,a model of the influence of virtual brand community characteristics of short video platform and the influence of revenue from user participation in community activities on its brand value co-creation behavior was constructed.Data was collected by issuing questionnaires,and the structural equation model was constructed by SPSS and AMOS to conduct verification and analysis.The results show that user brand value co-creation is significantly positively affected by economic income and social benefits,among which economic income is the key driving factor,and content quality,incentive mechanism,social interaction and brand awareness all have positive effects on users'perceived revenue.Therefore,enterprises should create brand hot spots,optimize the content quality,improve the incentive mechanism,expand the brand community entry channels,and tap the potential customers,so as to encourage users to voluntarily and actively participate in the enterprise or brand value co-creation activities.