品牌社群成员资源禀赋对企业双元创新的作用机理

Ambidextrous innovation of brand community members’ resource endowment

以能力-动机-机会(AMO)理论为依据,运用结构方程模型研究了品牌社群成员的资源禀赋(品牌知识和社会资本)对探索式和利用式双元创新动机的作用机理,并探索了社群承诺对其过程的调节作用。研究发现:(1)品牌知识正向影响利用式创新,社会资本正向影响探索式创新;(2)社群创新机会部分中介品牌知识与利用式创新的负向影响;社群创新机会部分中介社会资本与探索式创新的正向影响;(3)社群承诺负向调节社群创新机会对利用式创新的影响。

Based on the ability-motivation-opportunity(AMO)theory,the mechanism of ambidextrous innovation motivation of brand community members were studied using structural equation modeling.The moderating role of community commitment to the innovation processes was explored.It was found that(1)brand knowledge positively influences the exploitative innovation,while social capital has a positive impact on exploratory innovation;(2)the community innovation opportunity partially mediates the negative influence of members’brand knowledge on exploitative innovation and positive influences of members’social capital on exploratory innovation;(3)member’s community commitment negatively moderates the influence of community innovation opportunities to the exploitative innovation.