数字时代企业与顾客品牌价值共创机制研究——基于“SEM+NCA”混合模型对虚拟社区场景的分析

Research on Co-Creation Mechanism of Brand Value between Enterprises and Customers in Digital Age——Analysis of virtual community scenarios based on the hybrid model of“SEM+NCA”

数字经济时代,虚拟社区中“企业—顾客”间的品牌价值共创,对于企业提高服务质量和沟通效率、降低生产成本、改进产品具有重要的促进作用。本文以“S-O-R”理论为基础,构建“互动行为—感知利益—价值共创意愿”研究模型,采用结构方程(SEM)和必要性分析(NCA)方法综合分析虚拟社区环境下触发企业与顾客品牌价值共创意愿的影响因素。结果表明:求助行为、学习利益是唤起顾客参与企业品牌价值共创意愿的充分和必要因素,且各要素对于顾客参与企业品牌价值共创意愿有着一定的组合性影响,呈现出非线性、断点化、跳跃性特征。基于此,企业应构建有效回复求助体系、定期组织线上主题讨论、聚焦顾客学习利益、把握价值共创意愿唤起规律,进而实现顾客和企业的品牌价值共创。

In the era of digital economy,the co-creation of brand value between“enterprises and customers”in virtual communities plays an important role in promoting enterprises to improve service quality and communication efficiency,reduce production costs and improve products.Based on the“S-0-R”theory,this paper constructs a research model of"interactive behavior-perceived benefit-value co-creation willingness",and adopts structural equation(SEM)and necessity analysis(NCA)methods to comprehensively analyze the influencing factors that trigger the co-creation willingness of enterprises and customers in the virtual community environment.The results show that:Help-seeking behavior and learning interest are sufficient and necessary factors to arouse customers’willingness to participate in the co-creation of enterprise brand value,and each factor has a certain combinatorial influence on customers’willingness to participate in the co-creation of enterprise brand value,showing nonlinear,off-point and jump characteristics.Based on this,enterprises should build an effective response help system,organize regular online topic discussions,focus on customer learning interests,grasp the law of value co-creation willingness to arouse,and then realize the co-creation of brand value between customers and enterprises.